The growing use of artificial intelligence (AI) poses both challenges and opportunities for automotive dealerships. On one hand, AI can improve the customer experience by efficiently providing virtually instant responses to simple and basic inquiries. This frees up salespeople to do what they do best – sell cars. On the other hand, too much technology can dehumanize the car-buying process. As such, the trick is to find the right balance of technology and personal interaction as more consumers lean into a blended, online and in-person car-buying journey. Brad Title, president of Gubagoo – a leader in providing communication and retailing tools and solutions for auto dealerships – provides some insights about AI for the Automotive News audience.
