As Artificial Intelligence (AI) rapidly reshapes the automotive retail industry, Jen Suzuki, president and founder of Edealer Solutions, urges dealer leaders to embrace digital transformation through not only tools but team education and technological literacy. In the latest episode of Loyalty-based sales strategies, Suzuki argues that dealers need to integrate AI into everyday operations and conversations to stay competitive after 2025.
“Technical literacy is the atmosphere.”
AI is not just an emerging trend…it's a full-scale change in the way dealers operate, and Suzuki believes it needs to preempt leadership. “Digital labor is here,” she says. “It's something we have to recognize because it helps our business grow and thrive.”
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According to Suzuki, dealers need to not just install AI tools, but start nurturing a workforce that understands them. This includes integrating AI into sales processes, customer interaction, follow-up, and internal operations such as hiring and messaging. “Technical literacy, that's kind of a big deal,” she emphasizes. “You have to start talking about it today.”
Suzuki is far from a threat, and considers AI to be an efficiency booster. If the leader prepares the team properly. This means that employees are involved in evolution rather than normalizing the ongoing conversation about the impact of AI and creating fear of exchanges to Fester. “We want to be part of the conversation rather than plugging in all these widgets and tools that they don't understand,” she explains.
Suzuki encourages leaders to introduce tools such as ChatGpt into their training and communication routines. From creating customized emails and handling objections to streamlining recruitment, she believes AI can help teams do more with less. “AI helps you build trust and familiarity with large customers,” she says.
Ultimately, Suzuki frames AI as an opportunity to modernize operations, as well as strengthen customer loyalty. “Customers are already using AI,” she points out. “One of the best ways to connect with them is to destroy the conversation about it.”
Suzuki's message is clear as the industry bills in 2025. Winning dealers are those who adapt early, educate deeply, and embrace AI as their growth partner.
