Not being there every day like I was for decades, it is hard to keep up with current trends on the inside of car dealerships. I was curious about what effect AI was having, if any, and what we could expect in the future. For this, I turned to auto industry expert Trent Cannon and asked if he’d write something I could share with you. He was gracious enough to agree. Hopefully, we can get more updates from him in the future. - Car Pro Show Host Jerry Reynolds
First this was not written by AI however, it will be spaced and emphasized as if it were. I spoke with the great car legend Jerry Reynolds last week and he asked that I breakdown what the average consumer should know about AI communication from dealerships as I’ve spent the past 5 years immersed in AI innovation and development with some of the most recognizable companies in automotive. Here’s what YOU should know:
Most of your communication will be with AI in the service department. Major metro dealers (Dallas, Los Angeles, Charlotte, etc.) are converting their service departments to AI communication both through text and voice (phone calls). At times when you call to schedule service, you are not talking to a human, rather a conversational AI bot that is recording your requests in some cases better than a human could. Leading companies like Mia, Numa, and Impel assist in making operations more efficient so your calls don’t go unanswered or require frustrating hold times. Dealers are able stabilize additional personnel cost thus, compensation savings are often passed to you the consumer as dealer’s face increasing pressure to lower prices.
Take heart, however, there will still be people in the dealership as Brian Kramer, Cars.com Executive recently told me, “AI still does not replace good judgment. And good judgment is often the difference between winning and losing.”
- 57% of dealers report using AI in some capacity in a 2026 Reynolds & Reynolds survey. I expect that number to be 75-80% of dealers by 2028.
AI will likely eliminate the commission-based salesperson. The commission-based environment is at the greatest danger due to that fact that you, the consumer, can easily use AI to find pricing, consumers can now use their own agentic AI bots to negotiate deals on their behalf, and its’ becoming easier than ever to buy car online, then have it shipped to your doorstep. This margin compression is forcing dealers to get extremely creative in ways to find profits they thoroughly enjoyed during the Pandemic. One solution for some dealers is “No Haggle” pricing and the salesperson is paid a volume bonus on their total sales; not their ability to sell often miscellaneous dealer add-ons.
Past Lesson. Remember Circuit City? Circuit City maintained a commission-based salesforce. Best Buy did not and chose to simply concentrate on customer service. We all know how that turned out.
“AI combined with Actual Individuals is providing the connection consumers still want with speed they deserve.” – Chris Legg, Marketing Director for Ourisman.
Avatars are coming. The most mind-blowing technology coming to Dealers and all businesses you will see is the “Interactive Conversational Avatar”. Before the decade is over it is highly likely you will have the option of buying your new car directly from an AI persona you chose.
Those of you old enough to remember “Max Headroom” will be shocked to learn this is now a true reality today. You may be able to purchase a car from your favorite star like Adele or someone from the past like Elvis or Lucile Ball. In fact, Carvana is currently using an AI Voice of Shaquille O’Neal called “Shaq Bot” in customer service, though your favorite sports player maybe digitized to sell. Yes, Shohei Ohtani might pitch 7 shutout innings, hit a HR, and sell you a $90k GMC Yukon Denali all in the same game.
Shane Wood, General Manager of Bruce Titus Ford Port Orchard is one of the leaders in AI innovation and has created a digital avatar of himself, he told me, “Dealers are not solely focused on how AI will improve operations… but the bigger factor may be how AI will help the customers choose.”
About Trent Cannon
Trent Cannon is a recognized automotive marketing leader, digital retail strategist, and product innovation expert with more than two decades of experience helping dealerships adapt, grow, and thrive in an increasingly digital world. Trent has held leadership positions across some of the automotive industry's most respected organizations, including Nissan, Bert Ogden Auto Group, and FordDirect.
Known for his forward-thinking approach to automotive retail, Trent has become a trusted voice on topics such as digital retailing, artificial intelligence, dealership marketing, social media strategy, and emerging automotive technologies. He is an industry speaker, writer, and thought leader who actively collaborates with dealers, technology providers, and OEM partners to identify solutions that drive measurable results.
