Artificial intelligence (AI) is showing up in nearly every new tool marketed to dealerships, but without a clear plan, it can create more problems than it solves. On today’s episode of Inside Automotive, Glenn Pasch, CEO of PCG Digital, shares how dealers can integrate AI into their marketing and operations without sacrificing the human interaction customers still expect.
First, Pasch stresses the notion that AI should complement, not replace, human interaction. Adding that over-automation in customer service or marketing can frustrate buyers who want direct access to a real person. Therefore, the effective use of AI depends on maintaining a balance between efficiency and personalized service.
"I think the first thing [to utilizing AI] would be to step back and say, why do I want AI? Where do I want to use it?"
Clean and accurate data is critical for AI to function properly. Many dealerships have duplicate, outdated, or siloed records across DMS and CRM systems. Poor-quality data leads to irrelevant marketing messages, wasted spend, and lower engagement rates. Pasch recommends partnering with external vendors or Customer Data Platforms to regularly merge, update, and cleanse records, while monitoring duplicates on a weekly or monthly basis.
Targeted marketing campaigns are more effective than broad “email blasts.” AI allows dealerships to segment audiences, creating smaller, personalized groups for service reminders, sales offers, or follow-up communications. Properly segmented campaigns improve engagement and protect email deliverability.
Looking ahead, Pasch asserts that AI has the potential to optimize long-term follow-up, payroll, parts ordering, and inventory planning. Predictive insights can help dealerships align inventory with customer demand, ensuring the right vehicles are available at the right time.
Ultimately, when implemented strategically, AI enhances dealership efficiency, improves customer engagement, and supports a human-centered approach that remains critical to success.
