{"id":12442,"date":"2026-08-06T17:20:07","date_gmt":"2026-08-06T21:20:07","guid":{"rendered":"https:\/\/www.coxautoinc.com\/retail\/?page_id=12442"},"modified":"2026-08-14T07:20:45","modified_gmt":"2026-08-14T11:20:45","slug":"ai-in-auto-retail-tracker","status":"publish","type":"page","link":"https:\/\/www.coxautoinc.com\/retail\/ai-in-auto-retail-tracker\/","title":{"rendered":"AI in Auto Retail Tracker"},"content":{"rendered":"\n
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AI in Auto Retail Tracker<\/strong><\/p>\n<\/div>\n\n\n\n

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Adoption<\/strong><\/a><\/p>\n<\/div>\n\n\n\n

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Impact<\/strong><\/a><\/p>\n<\/div>\n\n\n\n

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Consumer<\/strong><\/a><\/p>\n<\/div>\n\n\n\n

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Best Practices<\/strong><\/a><\/p>\n<\/div>\n\n\n\n

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FAQ<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Stay curious.<\/strong><\/h3>\n\n\n\n

But don’t think too hard about AI.<\/mark><\/strong><\/h1>\n\n\n\n

The dealers getting the most out of AI aren’t the ones obsessing over it. Treating AI as its own thing \u2014 its own strategy, its own department, its own conversation \u2014 may be exactly how dealers get paralyzed.<\/p>\n\n\n\n

The dealers getting real value from AI right now are treating it as an iteration on the work they already do.<\/strong><\/p>\n\n\n\n

Only 5% of dealers set out to lead in AI. And yet, nearly two-thirds of AI users are seeing benefits. It\u2019s not the tech bros who are winning the AI race. It\u2019s the dealers running their business well and using AI to do it better.<\/p>\n\n\n\n

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July 31, 2026<\/p>\n\n\n\n

8 min read<\/p>\n<\/div>\n\n\n\t\t

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Please configure the Vidyard URL.<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\n
Please configure the Vidyard URL.<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\tQ1 2026<\/strong><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\tWatch Now<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\tQ1\/Q2 2026<\/strong><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\tNow Playing<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\tQ3 2026<\/strong><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\tComing Soon<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\tQ4 2026<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\tComing Soon<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n<\/div>\n<\/div>\n\n\n\n
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01<\/p>\n\n\n\n

Adoption<\/p>\n<\/div>\n\n\n\n

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THE QUESTION<\/p>\n\n\n\n

Are dealers moving \u2014 or waiting?<\/h3>\n\n\n\n
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ALSO ASKED<\/p>\n\n\n\n

How are auto dealers using AI in 2026?<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Where AI is at work<\/h2>\n\n\n\n

82%<\/p>\n\n\n\n

of dealers use AI today.<\/p>\n<\/div>\n\n\n\n

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40%<\/p>\n\n\n\n

Automating routine tasks<\/p>\n<\/div>\n<\/div>\n\n\n\n

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40%<\/p>\n\n\n\n

Coordinating customer follow-up<\/p>\n<\/div>\n<\/div>\n\n\n\n

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38%<\/p>\n\n\n\n

Generating content & creative<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Adoption has leveled off. Anxiety hasn’t. 52% of dealers<\/strong><\/mark> now say they\u2019re behind their peers on AI adoption, up directionally from 47% in Q1. Not because they\u2019ve actually fallen behind. Because the goalposts keep moving and the noise keeps getting louder.<\/p>\n\n\n\n

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How dealers see themselves on AI adoption<\/p>\n\n\n\n

TOTAL DEALERS \u00b7 Q1+Q2 2026<\/p>\n\n\n\n

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Ahead<\/p>\n<\/div>\n\n\n\n

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Behind<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Source:
Cox Automotive AI in Auto Retail Tracker. Total dealers (Franchise and Independent): Q1 n=504, Q2 n=483. Fielded March 2026 (Q1) and May 2026 (Q2).<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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02<\/p>\n\n\n\n

Impact<\/p>\n<\/div>\n\n\n\n

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THE QUESTION<\/p>\n\n\n\n

Are dealers seeing real impact from AI?<\/h3>\n\n\n\n
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ALSO ASKED<\/p>\n\n\n\n

Is AI actually working for car dealerships?<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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69%<\/p>\n<\/div>\n<\/div>\n\n\n\n

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22%<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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69% of dealers expected AI to drive sales and revenue growth. 22% have actually seen it.<\/mark><\/h4>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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01 \u2014 STRATEGIC GAP<\/p>\n\n\n\n

Revenue growth was the top expectation. Efficiency is what’s actually showing up.<\/mark><\/p>\n<\/div>\n\n\n\n

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Expected vs. experienced AI benefits<\/h2>\n\n\n\n

STRATEGIC BENEFITS \u00b7 AMONG AI-USING DEALERS<\/p>\n\n\n\n

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Sales \/ revenue growth<\/p>\n\n\n\n

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Expected<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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69%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Experienced<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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22%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Increased employee productivity<\/p>\n\n\n\n

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Expected<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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54%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Experienced<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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26%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Improved bottom line \/ profit<\/p>\n\n\n\n

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Expected<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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51%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Experienced<\/p>\n<\/div>\n\n\n\n

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9%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Note: Expected asked of all dealers; experienced asked of AI users only.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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02 \u2014 MEASUREMENT GAP<\/p>\n\n\n\n

AI’s impact is hard to measure on its own. “Not sure” is now the most common answer when dealers are asked if AI is meeting expectations \u2014 up from 37% to 41%. That uncertainty tracks with a broader measurement gap: 1 in 3 still aren’t formally measuring or lack clarity around AI’s impact.<\/strong><\/mark><\/p>\n<\/div>\n\n\n\n

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The measurement blind spot<\/h2>\n\n\n\n

AMONG AI-USING DEALERS \u00b7 TRACKING QUARTERLY<\/p>\n\n\n\n

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Not sure if AI results meet expectations<\/p>\n<\/div>\n\n\n\n

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Not measuring \/ not sure of AI impact<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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03 \u2014 THE DEALERS PULLING AHEAD<\/p>\n\n\n\n

Data-driven dealers are more likely to measure AI’s impact \u2014 and more likely to have experienced revenue growth from it.<\/strong><\/mark><\/p>\n<\/div>\n\n\n\n

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Use metrics to evaluate AI<\/p>\n\n\n\n

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Data-driven<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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71%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Other dealers<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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46%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Call AI critical to long-term success<\/p>\n\n\n\n

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Data-driven<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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79%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Other dealers<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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56%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Report sales & revenue growth from AI<\/p>\n\n\n\n

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Data-driven<\/p>\n<\/div>\n\n\n\n

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<\/div>\n<\/div>\n\n\n\n
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34%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Other dealers<\/p>\n<\/div>\n\n\n\n

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18%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Source: Cox Automotive AI in Auto Retail Tracker, Q2 2026. Among AI-using dealers. Data-Driven Dealers defined by primarily data-driven decision-making.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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04 \u2014 Measurement gap<\/p>\n\n\n\n

About 1 in 3 AI-using dealers either aren’t measuring AI’s impact or have no clarity on how they’re measuring. 37% answer ‘not sure’ when asked whether results have met expectations. The value AI is actually delivering may be larger than dealers can currently see.<\/mark><\/p>\n<\/div>\n\n\n\n

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The measurement blind spot<\/h2>\n\n\n\n

AMONG AI-USING DEALERS \u00b7 TRACKING QUARTERLY<\/p>\n\n\n\n

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Not sure if AI results meet expectations<\/p>\n<\/div>\n\n\n\n

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Not measuring AI impact<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

What\u2019s shifted is the nature of the skepticism. ROI and cost was already a top-two barrier in Q1 \u2014 now it’s tied with accuracy concerns at the top of the list, both at 45%. That\u2019s closer to \u201cprove it works for my business,\u201d<\/mark><\/strong> which signals some maturity in adoption even as measurement hasn\u2019t caught up.<\/p>\n\n\n\n

Barriers \u2014 tracking rank by quarter<\/p>\n\n\n\n

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And for many dealers, that’s for good reason: AI doesn’t live on an easy-to-define island. In Q1, 68% of dealers<\/strong><\/mark> believe dealership solutions are becoming more valuable with AI built in. 63% trust AI embedded in their dealership tools<\/strong><\/mark> more than standalone AI.<\/p>\n\n\n\n

Source: Cox Automotive AI in Auto Retail Tracker. Total dealers: Q1 n=504, Q2 n=483. Fielded March 2026 (Q1) and May 2026 (Q2).<\/p>\n<\/div>\n<\/div>\n\n\n\n

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03<\/p>\n\n\n\n

Consumer demand<\/p>\n<\/div>\n\n\n\n

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THE QUESTION<\/p>\n\n\n\n

Are dealers keeping up with consumers?<\/h3>\n\n\n\n
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ALSO ASKED<\/p>\n\n\n\n

How are car shoppers using AI to research vehicles?<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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63%<\/p>\n<\/div>\n\n\n\n

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\/<\/p>\n\n\n\n

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29%<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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63% of shoppers plan to use AI to shop for their next vehicle. Only 29% of dealers have started adjusting for AI-powered search.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Consumers have already moved. 63% of in-market shoppers<\/strong><\/mark> say they definitely or probably will use AI on their next vehicle purchase. AI tools (36%) are nearly at parity with automotive-specific sites (38%) as a vehicle research channel.<\/p>\n\n\n\n

But consumers aren’t using AI to bypass dealers. They’re using it to engage better. The customer walking in tomorrow has already done the homework. The question is whether the dealership is ready to meet them there.<\/strong><\/mark><\/p>\n\n\n\n

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CONSUMER BEHAVIOR<\/p>\n\n\n\n

Consumers are showing up ready \u2014 and using AI to engage, not avoid.<\/p>\n\n\n\n

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\n 63%<\/span>\n Likely to use AI to shop<\/span>\n <\/div>\n<\/div>\n\n\n\n
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Among AI-users: ways AI helps with the dealer relationship<\/strong><\/p>\n\n\n\n

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26%<\/strong><\/p>\n<\/div>\n\n\n\n

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Generating questions to ask dealers<\/p>\n<\/div>\n<\/div>\n\n\n\n

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24%<\/strong><\/p>\n<\/div>\n\n\n\n

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Feeling more prepared at the dealership<\/p>\n<\/div>\n<\/div>\n\n\n\n

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17%<\/strong><\/p>\n<\/div>\n\n\n\n

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Avoiding dealership staff (lowest-cited benefit)<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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DEALER RESPONSE<\/p>\n\n\n\n

But most dealers still haven’t taken action on AI search.<\/p>\n\n\n\n

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\n 71%<\/span>\n Haven\u2019t started adjusting<\/span>\n <\/div>\n<\/div>\n\n\n\n
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Actively adjusting \/ in process\u2028(Q1 32%)<\/p>\n<\/div>\n<\/div>\n\n\n\n

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29%<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Know they need to act, haven’t started (Q1 26%)<\/p>\n<\/div>\n<\/div>\n\n\n\n

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32%<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Not sure what it means (Q1 23%)<\/p>\n<\/div>\n<\/div>\n\n\n\n

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26%<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Not on their radar \/ not a priority (Q1 19%)<\/p>\n<\/div>\n<\/div>\n\n\n\n

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23%<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Source: Cox Automotive AI in Auto Retail Tracker. Dealers: Q2 n=483. Next-12-month vehicle intenders: Q2 n=1,502.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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04<\/p>\n\n\n\n

Best practices<\/p>\n<\/div>\n\n\n\n

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THE QUESTION<\/p>\n\n\n\n

What are top-performing dealers doing differently with AI?<\/h3>\n\n\n\n
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ALSO ASKED<\/p>\n\n\n\n

What does AI success look like for car dealerships?<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

You don\u2019t need to be an AI expert to win with AI. You need experts on your bench. The dealers getting the most out of AI are surrounding themselves with the right people and the right tools, then trusting them to handle the mechanics.<\/p>\n\n\n\n

And yet only 13% of dealers have an outside AI partner.<\/strong><\/mark> That’s the gap between what’s working and what’s happening.<\/p>\n\n\n\n

The partner premium, four ways (Q1+Q2 Combined Base)<\/strong><\/p>\n\n\n\n

How much more likely partner-supported dealers are to win on each measure<\/p>\n\n\n\n

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+20 PTS<\/sup><\/h4>\n\n\n\n

More likely to feel they’re using AI optimally<\/p>\n\n\n\n

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66%<\/p>\n<\/div>\n\n\n\n

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With<\/p>\n<\/div>\n<\/div>\n\n\n\n

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46%<\/p>\n<\/div>\n\n\n\n

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Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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+22 PTS<\/sup><\/h4>\n\n\n\n

More likely to be highly confident in AI outputs<\/p>\n\n\n\n

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30%<\/p>\n<\/div>\n\n\n\n

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With<\/p>\n<\/div>\n<\/div>\n\n\n\n

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8%<\/p>\n<\/div>\n\n\n\n

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Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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+21 PTS<\/sup><\/h4>\n\n\n\n

More likely to feel ahead of peers on adoption<\/p>\n\n\n\n

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31%<\/p>\n<\/div>\n\n\n\n

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With<\/p>\n<\/div>\n<\/div>\n\n\n\n

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10%<\/p>\n<\/div>\n\n\n\n

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Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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+14 PTS<\/sup><\/h4>\n\n\n\n

More likely to say AI results beat expectations<\/p>\n\n\n\n

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26%<\/p>\n<\/div>\n\n\n\n

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With<\/p>\n<\/div>\n<\/div>\n\n\n\n

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12%<\/p>\n<\/div>\n\n\n\n

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Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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The opportunity isn’t only outside the dealership. About 1 in 3 dealerships have an internal AI champion<\/strong>, most often someone in marketing or sales. The dealers who let that person lead the way for the rest of the team are giving themselves a head start without asking everyone to become AI-fluent at once.<\/p>\n<\/div>\n\n\n\n

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Where internal \u2028AI champions sit<\/h2>\n<\/div>\n\n\n\n

AMONG DEALERSHIPS WITH A CHAMPION \u00b7 MULTI-SELECT<\/p>\n\n\n\n

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Sales<\/p>\n<\/div>\n\n\n\n

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51%<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n\n\n\n
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Marketing<\/p>\n<\/div>\n\n\n\n

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50%<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Operations \/ back office<\/p>\n<\/div>\n\n\n\n

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21%<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n\n\n\n
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Service \/ fixed operations<\/p>\n<\/div>\n\n\n\n

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20%<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n\n\n\n
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Other<\/p>\n<\/div>\n\n\n\n

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9%<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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The opportunity isn’t only outside the dealership. About 1 in 3 dealerships have an internal AI champion<\/strong><\/mark>, most often someone in marketing or sales. The dealers who let that person lead the way for the rest of the team are giving themselves a head start without asking everyone to become AI-fluent at once.<\/p>\n\n\n\n

Two Roles, Two Strengths (Q1+Q2 Combined Base)<\/strong><\/p>\n\n\n\n

External partner \u2192 financial lift<\/strong><\/p>\n\n\n\n

\n
\n
\n
\n

+17 PTS<\/sup><\/h4>\n\n\n\n

see a financial benefit overall<\/p>\n\n\n\n

\n\n\n\n
\n
\n

47%<\/p>\n<\/div>\n\n\n\n

\n

With<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n
\n

30%<\/p>\n<\/div>\n\n\n\n

\n

Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

\n
\n
\n

+15 PTS<\/sup><\/h4>\n\n\n\n

see sales & revenue growth<\/p>\n\n\n\n

\n\n\n\n
\n
\n

36%<\/p>\n<\/div>\n\n\n\n

\n

With<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n
\n

21%<\/p>\n<\/div>\n\n\n\n

\n

Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

External partners usually come from an existing provider relationship.<\/em><\/p>\n\n\n\n

Internal champion \u2192 efficiency lift<\/strong><\/p>\n\n\n\n

\n
\n
\n
\n

+19 PTS<\/sup><\/h4>\n\n\n\n

see operational efficiency gains<\/p>\n\n\n\n

\n\n\n\n
\n
\n

38%<\/p>\n<\/div>\n\n\n\n

\n

With<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n
\n

19%<\/p>\n<\/div>\n\n\n\n

\n

Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

\n
\n
\n

+12 PTS<\/sup><\/h4>\n\n\n\n

see productivity gains<\/p>\n\n\n\n

\n\n\n\n
\n
\n

36%<\/p>\n<\/div>\n\n\n\n

\n

With<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n
\n

24%<\/p>\n<\/div>\n\n\n\n

\n

Without<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Source: Cox Automotive AI in Auto Retail Tracker, Q1 + Q2 2026 combined. Among AI-using dealers (external partner n=130). Partner and champion comparisons pool both waves to ensure a reliable base.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\n

A bigger picture than AI.<\/mark><\/h2>\n\n\n\n

Auto retail is harder to win than it used to be. The dealers pulling ahead aren’t getting AI right in isolation.
They’re getting the whole business right \u2014 operations, customer experience, the data that connects them \u2014 and AI is part of how they’re doing it.<\/strong><\/p>\n\n\n\n

The dealers winning are running their businesses well and surrounding themselves with the right people to help.<\/p>\n\n\n\n

Cox Automotive<\/mark><\/a> works alongside dealers across all of it: how they run their operations, how they serve their shoppers, how they use their data. AI is one piece. The picture is bigger.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Keep Going<\/h2>\n\n\n\n

More from Cox Automotive thought leadership<\/p>\n\n\n\t\t

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