Industry Adaptation

Keepin’ it Real: Balancing Artificial Intelligence with the Customer Experience

The headlines warning of the dangers Artificial Intelligence pose to society are everywhere. But beyond the dystopian worries that computers will eventually take over our world, there are simpler concerns regarding the use of AI. Issues range from data privacy and security to bias, discrimination and disconnect. The specter of job displacement and bot-driven experiences have the potential to alienate customers.

When AI is used appropriately, it can have a massive positive impact on our lives.  It streamlines processes, makes mundane activities more interesting, and intuitively caters experiences to the individual.

In the automotive industry it can profoundly impact consumers, manufacturers, dealers, and vendors. Yet, it’s important to retain the human elements.  Who hasn't been frustrated by data capture software and an impersonal “auto-response?”  Too often, there are gaps in technology that leave us desperate for a more human experience.  

A blended approach and the right software ensures the best of both worlds.  

Obviously AI’s ability to process and analyze large volumes of data collected from vehicles, sensor data, customer feedback, and maintenance records gives automakers insights into vehicle performance, customer preferences, and market trends, leading to better product development and more informed decision-making.

While these are all great enhancements to an industry ripe for change, the best use of AI is its potential to improve consumer interactions with dealerships and manufacturers. A few highlights:

  • Virtual showrooms allow consumers to explore different car models, features, and customization options from the comfort of their homes, saving time and providing a more interactive and immersive buying experience.  This allows consumers to gather vehicle information on their own terms and increases their purchasing comfort level.
  • By understanding a buyer's needs and preferences using browsing history and demographic data, AI can make personalized recommendations, including suitable models, features, and financing options. This helps consumers make the most informed decisions based on their individual needs.
  • AI assistance with customer service and support offers maintenance reminders, scheduling of service appointments, and the ability to address common concerns. Chatbots and virtual assistants can handle routine customer service inquiries, freeing up human agents to focus on more complex issues, resulting in faster response times and improved customer satisfaction.

With the many benefits AI brings to our world and the automotive industry in particular, human intervention remains critical. Things such as accountability and responsibility, ethical decision making, value alignment, contextual understanding, common sense, and the adaptability and flexibility we humans bring to new and changing circumstances will always lead the way.  

Leveraging AI properly provides synergy, allowing consumers to benefit from a more personalized, efficient, and transparent car buying experience while dealerships and manufacturers gain enhanced customer engagement, loyalty, data, and growth.  A development shop embedded in the nuance of the automotive industry allows for the creation of products that leverage AI while retaining very important human insights, engagement, and flexibility.