How AI can improve your car dealership’s customer experience strategy

Artificial intelligence is on the horizon and can be useful to car dealerships in many ways. While the speed and automation of artificial intelligence can’t do every job at your dealership, software-driven artificial intelligence has some serious strengths you should know about that will make human employees within your business a lot more efficient. Let’s explore the possibilities for artificial intelligence within a car dealership.

Why Artificial intelligence can make an impact on the car industry

Artificial intelligence is efficient and with the right information present, can quickly and easily deliver personalized information to both salespeople and customers. Statistically speaking, the bare minimum suggestions state that artificial intelligence can increase sales by at least 3%, simply because it can work faster and identify opportunities with ease.

How AI helps create a better customer experience

Artificial intelligence is driven by previously known information, prompts, and learning new information. All of these abilities can be useful in the various areas of a dealership from sales to service. Let’s take a closer look at the possibilities of artificial intelligence by department.

What kind of high-quality personalized services can artificial intelligence create?

I’ve seen artificial intelligence-based systems used to create a text conversation that answers customer questions and attempts to make a service appointment with a customer who has information indicating they haven’t done an oil change recently.

Humans are still needed to direct and power the artificial intelligence conversation based on what the dealer wants to say and how they want to say it.

The same thought process goes for sales. AI can be very helpful in both informing customers and giving them a basic idea of which kind of car to pursue based on what they tell AI.

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Finally, when the customer submits a lead or even goes on your site, AI-powered chatbots and writing programs can take the information submitted by the user to write an automatic response to potential customers that is both unique and well-written. This is also again a point where humans should check the AI response both to make sure it’s ok and to jump in and help complete human parts of the sales or service process.

How can AI be used to engage new customers and provide relevant and engaging content?

One of the best uses of artificial intelligence within a car dealership is to write content for a website that might otherwise lack much information. You could create a prompt that writes about your dealership and a specific model of vehicle in an exciting way that includes lots of information about why a customer should shop at your store – and do it in a matter of a few minutes.

What are the key benefits of using artificial intelligence in a car dealership and marketing?

Marketing within a car dealership often involves wearing many hats from working on a website to ensuring lead quality and at least a few other things. Doing too much also results in sometimes slow results and a high-stress situation where a person’s best work isn’t consistently put out there.

Artificial intelligence can help by allowing marketers to pick and choose when to use an artificial intelligence vendor instead of doing projects themselves. Most marketers recognize that artificial intelligence can deliver personalized and relevant content to customers more quickly than digging through your CRM software for information, and probably faster than most of us can type!


Some perceive artificial intelligence as a threat to people’s jobs. Within the world of the automotive industry, you’ll likely need both a human operator and some artificial intelligence help combined for a while! Artificial intelligence is great at making quick, personalized content for a website or customer – and even setting an appointment. It does need a little help from human eyes to ensure it is saying the right things in context. Many marketers will truly appreciate the help very soon!

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Ben Stewart
Ben Stewart
Ben is a contributing writer and reporter for CBT News with 10 years of dealership experience in automotive marketing. Ben loves all things cars and putting together strategies that help dealerships succeed.

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