For car dealers to get the most out of the technology, they need to ensure that AI is tailored to their individual needs.
That's the verdict of James Leese, of specialist firm Impel, who appeared on the latest episode of Car Dealer Live (above).
AI experts told host James Baggott that it was important for dealers using AI to give the software access to the right information.
By doing so, he says, dealers can maximise the chances that AI can answer customers' questions and become a useful tool in the sales process.
He said, “Thinking about it is [as a car dealer] You want to have the right conversations with your customers.
“That means giving people access to the right information to answer their questions. good Because the last thing you want is to interact with an AI only to find that it can't answer your questions, which can be extremely frustrating.
“I've seen chatbots and various other things that are so templated and controlled that they never answer my questions. It's a complete waste of time and even more frustrating than having nothing at all.”
“So the question you have to ask is, 'How can I access AI and have a conversation with it?'”
“We have something like an inventory file feed so we know everything about the new and used vehicle inventory that dealers have and can answer those questions.”
“We have access to a CRM system that has the right integrations in place so we can get information on customers, leads, information and questions customers have.
“Then we put in place a content management system and train the AI how to answer customer-specific questions, like, 'Do you do trade-ins? Do you do home delivery? What are your service hours? Can I sit and wait while my car is repaired?'”
Security is key
One of the biggest concerns many auto dealers have about AI is how to keep their business secure while adopting the new technology.
Rees says it's important for retailers to work with the best providers to protect themselves from people trying to cheat the system.
He added: “You have to make sure you're working with a provider that takes security really seriously, because there are a lot of examples in the US of clever people trying to trick AI into giving you the answers they want.”
“In the US, there was a story about someone tricking an AI into selling them a car for $1.
“Unless you have a security layer and a wrapper around it — we call it a jailbreak — you really need to make sure you have that in place, because putting generative AI solutions or chat GPTs or whatever on the front of your platform is just not a smart move.”
AI Expert
Impel can help car dealerships not just with security and AI to ensure they have the right conversations with customers, but with the entire customer experience.
Impel is based in the US and has had a presence in the UK since 2017. The company specialises in providing automotive dealers, wholesalers and OEMs with the most advanced AI-powered customer lifecycle management platform on the market, providing customers with a seamless, AI-powered buying experience.
The company has thousands of dealers and OEMs of all types and sizes across the globe, all of whom use Impel technology on a daily basis.
“We're providing dealers with a platform that can enhance the consumer experience on their website and really enrich the experience for consumers looking for a used vehicle,” Rees said.
“This evolved into how do we support and nurture customers who may be in the market for more than a couple of days, and how do we leverage technology to support them along the way.”
“It all comes down to how we help them do more with less.”
