Clarity of information and transparency is key to success when it comes to AI and automotive retailing.

It’s often referred to as the technology that will revolutionize everything. But how? And in the context of the automotive retail environment, how can you use it effectively? Given the hype and interest surrounding AI and effective implementation, we wanted to dig a little further.

Meaningful intelligence 

According to Kevin Preston, Vice President, Sales at PBS, which provides Dealer Management System and related solutions for dealers, while the term AI is a popular buzzword, PBS tends to look at the concept as Meaningful Intelligence (MI).

Consumers want meaningful experiences, but again, the term “meaningful” is different for every individual, so that’s something dealers must consider. Furthermore, Preston says that dealers today face a significant challenge in how effective that AI is, largely depends on the data it’s being fed.

Preston explains that often it’s, all too easy for things to get cluttered when you have a CRM with data, linked to a DMS with different data and different marketing initiatives. “All those things create data clutter and a bias toward whatever experience they’re creating,” he says. 

Single source 

That’s why, Preston explains, it’s critically important to focus on a single source when it comes to the data environment. From PBS’s perspective, this means focusing on creating a single data environment that has a workflow engine with CRM functionality on the front end and back end, even from an accounting perspective. 

The importance of integrated data cannot be overstated. At global automotive technology solutions provider Keyloop, Sebastiaan Roovers, Vice President, Sales, Americas, notes that even today, dealers often struggle with creating a user experience for their customers that’s truly seamless and connected from end to end. 

The problem is often down to siloed data and processes between the DMS, CRM and digital retailing tools. The result, is a clunky experience where each aspect of the customer journey isn’t properly connected, leading to friction points, lower customer satisfaction, and often, duplicated efforts. 

That’s why creating a unified solution is so critical, especially as consumers look to other retail experiences, such as online shopping and luxury hotel stays to define what good service, and a good experience means, even when it comes to buying cars. 

Anticipating client needs 

It’s one reason why Keyloop focused on creating Fusion. This is a single, cloud-based platform that integrates sales, service, marketing, and customer lifecycle management. Roovers notes that Fusion is designed to provide a view of the customer that enables dealers to actually anticipate individual client needs and from that, drive and deliver consistent, personalized experiences. 

Instrumental factors in developing Fusion revolved around growing expectation for digital transparency, the need to streamline dealer operations, and the importance of building long-term value through connected ownership experiences rather than one-off transactions. 

Roovers says that a key factor in leveraging AI at the automotive retail level is seeing it as an enabler for human expertise and not a replacement of it. He also stresses the need for transparency, effective training and ethical use in order to build and maintain consumer trust when it comes to the vehicle shopping and ownership experience. 

Basic aspects 

At PBS, Kevin Preston explains that going forward, there will be an increasing need for AI or meaningful intelligence to assist basic aspects to the customer experience. This includes factors such as intercepting and directing phone calls, plus timely follow ups whether by chat, message or phone, but again, in order to provide the right message and engagement for a particular customer, and have staff use AI effectively, the dealership needs to have clear, concise data.

“From a dealer perspective, I would want to be able to push that data to somebody that can look at it all the time. They can then view it and decide who to praise and who to coach.” He notes that for both customers and employees, this is where the magic really happens and where the value comes in. “At the end of the day, even though we sell and service vehicles, we’re in the people business. And if we can find ways to make everybody and the experience more efficient, it’s a win-win for both the customer and the dealer.” 

AI and F&I: Elevating excellence through trust and transparency

While leveraging AI can make a big difference in trust and transparency between the dealer and consumer regarding the vehicle purchase journey, looking at F&I specifically, the gains can be even more significant. 

At Sym-Tech Dealer Services, which provides a range of F&I solutions for dealers, the philosophy is simple: Technology should elevate people, improve outcomes, and strengthen the customer experience. To help achieve this, Sym-Tech has introduced Coach AI. “With Coach AI, we embedded our proven F&I playbook and processes directly into Coach AI, giving F&I teams real-time support on every deal,” explains Sym-Tech President & CEO Derek Sloan. “The platform can identify each speaker, analyze deal conversations, and provide actionable coaching feedback immediately following a transaction.”

Compliance and consistency

Staying customer centric, while maintaining strong compliance and delivering consistent, value-based conversations and solutions, is key to being successful in the modern F&I space. Sloan notes that the sale aspect itself is no longer the main focus, but rather the first step in the F&I process. He says that products, service experiences, and protection solutions “continue to reinforce the dealer/customer relationship long after [vehicle] delivery takes place.”

Sloan explains that while technology will continue to accelerate this shift, real people and human interaction front and centre is key. “A trained, confident F&I Manager supported by real-time coaching and insights will always deliver a better, more consistent experience that earns customer trust and repeat business.”

Excellence, not surveillance

He also stresses that AI needs to be employed as a tool that strengthens excellence, and not one that amplifies surveillance.

“At Sym-Tech, Coach AI is designed as a performance partner, not a policing mechanism. It analyzes conversations, identifies strengths and opportunities, and provides coaching aligned to dealer processes to help elevate execution.”

Sloan explains that when properly deployed, AI accelerates capability and protects compliance. “It reinforces best practices automatically and gives dealerships the ability to scale consistent training, monitor progress ethically, and deliver stronger results over time.”