Artificial Intelligence is designed to mimic human responses to a variety of tasks to help people and businesses operate more efficiently.
The technology can be used to help motor traders with a range of functions, from basic marketing to booking in a vehicle for a service or MOT.
By looking at the options available, from free software to bespoke paid-for packages, motor traders can assess which ones will be the most useful to their business.
Whatever function AI performs in your dealership, you have to be careful about its accuracy and make sure it is used in line with legislation such as GDPR.
Quick response
One of the biggest challenges for motor traders is responding promptly to customer calls which can vary from queries about opening times and servicing pricing, to those looking to purchase their next vehicle.
Whatever the enquiry, if customers are faced with delays or have to chase up for a response, they are likely to go elsewhere.
AI tools can quickly handle routine queries to help motor traders make better use of their time.
Car Dealer magazine reports that following requests from motor traders, Cazoo has launched a free AI tool that summarises calls from potential customers to retailers using Cazoo’s Dealer Centre.
For dealers who aren’t comfortable going down the full chatbot route, AI can still be used to create frequently used documents, such MOT and service reminders and follow-ups, as well as FAQ pages for your website.
AI-generated MOT confirmation message.
Everything must be checked for accuracy, but letting AI do the legwork on repetitive tasks such as this allows staff to focus their efforts elsewhere.
Spreading the word
Another time-consuming but vital function which AI can help with is creating sales and marketing content.
AI tools can be used to create social media posts and website content, from blog articles to vehicle descriptions and listings.
Like many businesses, motor traders are often too busy doing what they do best to be able to give marketing the attention it deserves.
However good your business might be, customers have to know about it and AI can help you get your message across.
Digital diagnostics
As vehicle technology continues to advance and become more complicated, AI can be used to help mechanics deal with issues such as fault codes, comparing options for repairs, or understanding complex manufacturers’ manuals.
The service or repair ultimately relies on a skilled technician to carry out the work, but AI can help to reduce the time they spend researching issues and trying to find the best solution, especially with complicated technology and programmes in modern cars.
It can also be used to diagnose a dealership’s own data, helping to spot trends, stock levels, as well as suggesting efficiencies such as ordering parts.
Word of warning
Whatever use you find for AI in your dealership, it must be approached with a degree of caution, especially over its accuracy.
The Scottish Motor Trade Association said: “AI tools are already being used by thousands of individuals and businesses. It’s worth experimenting to see how they can help improve efficiency within your operation.
“There are free tools available, as well as paid solutions designed for specific challenges such as appointment scheduling or technical troubleshooting.
“Always remember to fact-check and proofread anything generated by AI. While these tools are powerful, they can produce inaccurate or incomplete information.”
