By Ben Flusberg, Chief Data Officer, and Jodi Blomberg, VP, AI & Machine Learning

AI is already delivering real results across Cox Automotive, improving everyday workflows in simple, human‑centered ways. At NADA, we took the stage to showcase how the dealerships winning in the next few years will be the ones who use AI to amplify their human expertise and deepen consumer relationships – with four real personas across car buying and ownership. 

1. The consumer: “I already know what I want. Help me move fast.”

We started with a truth every dealer knows: today’s buyers show up having already done the research. But what’s changed is how they’re researching.

More shoppers every day are relying on generative search tools. Think large language models like ChatGPT and Gemini doing all the heavy lifting for them. They’re comparing options, prices, reviews, and experiences long before they contact dealerships. And they expect fast, relevant, personalized engagement the moment they do.

What this looks like in real life

Sarah is a consumer shopping for an SUV. By the time she is in contact with the dealership, she knows exactly what she wants. As soon as Sarah submits her lead to the dealer website, even after-hours, Cox Automotive’s Virtual Assistant instantly:

  • Captures her preferences
  • Pre‑populates her details
  • Sends a personalized response
  • Offers test‑drive slots
  • Flags complex cases for a human to address

Your team never loses a lead. Your consumers never feel ignored. You build trust instantly. That’s what fast means in 2026.

2. The sales professional: “Know my shopper so I can close the deal.”

We showed dealers how Predictive Insights and Deal Central power personalized experiences and eliminate re‑entry and frustration. When your BDC agent calls Sarah the next morning, they already know:

  • Her preferred vehicles
  • The features she cares about
  • Her trade‑in
  • Her budget

Sarah doesn’t repeat herself. Your team jumps straight to the real conversation: trust, clarity, and next steps. This is AI doing the data work so your people can do the human work.

3. The service technician: “Help me diagnose faster and focus on what I do best.”

Then we introduced Ron, a mid‑career tech who used to spend 30–60 minutes diagnosing each vehicle before turning a wrench.

With AI:

  • Diagnostic codes are analyzed instantly
  • Probable causes surface in seconds
  • Repair steps are recommended in plain language
  • Documentation of the three C’s (complaint, cause, and correction) happens automatically

Ron still applies his judgment and expertise but now works with the accuracy of a master tech and the efficiency of a streamlined workflow. The result? More cars fixed, better warranty outcomes, and happier technicians who can spend more time turning wrenches and less time buried in paperwork.

4. The inventory manager: “Give me intelligence I can act on fast.”

Inventory managers like the example we shared, Josh, make million‑dollar decisions every day. ProfitTime and the ProfitTime Assistant provide Josh with:

  • Real‑time demand signals by ZIP
  • Predictive modeling on which vehicles move fastest
  • Pricing guidance balancing margin and turn
  • Automated task support embedded directly in workflow

It’s intelligence that clarifies decisions, not complicates them. AI augments the manager; it doesn’t override them.

And most importantly, winning with AI starts with your people

Dealers told us their teams may feel overwhelmed, and that’s completely natural. This is why winning starts with addressing real pain points and showing “what’s in it for me.” By building internal champions, celebrating small wins, and normalizing learning and iteration, teams feel part of the change and part of the winning team. Not just subject to change on the sidelines. The dealerships that thrive will be those that invest in people AND technology. Not one or the other.