It Is the Co-Driver.

By Beth Mach, Board Member

Artificial intelligence has moved quickly from buzzword to business tool. In automotive retail, where customer expectations and technology evolve constantly, AI is no longer something to watch from the sidelines. It is already becoming part of how dealerships operate, how teams make decisions, and how customers experience the buying journey.

According to recent industry research, 57% of dealership personnel now report using AI in some capacity in their daily work. From marketing and lead management to service scheduling and inventory insights, AI has quietly become part of the operational toolkit across many dealerships. But an important shift is beginning inside the broader AI conversation.

We are moving from simple AI tools to what many are now calling agentic AI. The distinction matters.

Traditional AI helps answer questions, generate ideas, or automate small tasks. Agentic AI takes things a step further. It can initiate actions, complete multi-step tasks, and operate with a level of autonomy that starts to resemble a digital teammate rather than just a tool.

For the automotive community, this opens up powerful possibilities.

From Assistant to Teammate

Most dealerships are already experimenting with AI in practical ways.

Marketing teams use AI to generate vehicle descriptions and social content. Sales teams rely on automated follow-ups and lead scoring. Service departments use AI tools to schedule appointments or send reminders.

These efficiency gains add up quickly. In fact, many dealerships report that tasks that once took 10 to 15 minutes, like writing vehicle listings, can now be completed in seconds with AI assistance. Agentic AI expands the potential even further.

Imagine systems that recognize a shopper researching SUVs, check available inventory, schedule a test drive, and send personalized follow-up information automatically. Or service platforms that anticipate maintenance needs and reach out to customers before a problem occurs. Instead of reacting to tasks, the technology helps move the process forward. For dealership teams that are already stretched thin, this could become one of the most powerful forms of operational leverage.

The Opportunity for Women in Automotive

Women currently represent roughly one quarter of the dealership workforce, according to industry studies. At the same time, the industry is going through one of its biggest technological transitions.

Across industries, research consistently shows that women tend to adopt new AI tools slightly later than men, often not because of capability but because they want to better understand the risks, ethics, and long-term impact of the technology before embracing it. That thoughtful approach may actually become an advantage.

The automotive industry does not just need AI adoption. It needs responsible AI leadership. Leaders who understand customer relationships, who ask the right questions about how technology should be used, and who ensure that innovation strengthens trust rather than replacing it.

Women across the industry are already shaping dealership culture, marketing strategy, and customer experience. As AI becomes embedded in daily operations, their perspective will be essential in guiding how these tools are implemented. Technology is only as good as the people guiding it.

The Road Ahead

The reality is that we are still early in the AI journey. Many dealerships are experimenting, testing, and learning where these tools can make the biggest difference. But one thing is clear. AI is not about replacing people. It is about removing friction so that people can focus on what they do best.

Dealerships have always been built on relationships, trust, and community. AI simply gives teams better information, faster insights, and more time to focus on the human side of the business.

Here are 3 questions for you to ponder to help balance action, leadership, and the human side of the industry.

1. Where could AI remove friction in your dealership today so your team can spend more time building real customer relationships?

2. Are we treating AI as a simple efficiency tool, or as a strategic advantage that could reshape how our teams operate?

3. As this technology evolves, how can leaders in automotive ensure AI strengthens the human connection at the center of the buying experience rather than replacing it?

In many ways, the automotive industry has always been about innovation and forward motion. AI is simply the next engine driving that journey.

Beth Mach, WIA Board Member, has a passion to challenge the status quo and deliver value for all stakeholders while fostering an inclusive and empathetic culture, a competitive and rewarding workplace, and a sustainable and scalable business model. She also leverages her diverse skills and interests as a public speaker, an investor, a mentor, a volunteer, and a voice artist to empower, inspire, and connect people across categories and geographies.