The growing use of artificial intelligence (AI) and automation to assist automotive retailers with operational and customer service tasks will be under the microscope as part of a special panel at this year’s AM Live at the NEC on November 9.
This strategy session will look at how car manufacturers are already using the latest technology to boost their own retailing prowess, as well as how and why dealer groups will have to adapt their medium-term investments and long-term strategies as AI permeates motor retail.
The strategy session features views from Kim Costello, Pendragon chief marketing officer and chief customer officer, who will share how the group views the use of AI and its benefits and limitations.
The panel will also be joined by Alexandra Sirianni, Deloitte senior manager, analytics, who is leading the consultancy’s work around generative AI in the automotive sector and in retail more widely.
Ben Cooper, Impel’s managing director – international and James Leese, Impel director, will also lend their expertise on the work they are already doing to integrate these new technologies with dealer groups and car manufacturers.
Shaun McGirr, DevOn chief AI & data officer will also join to share his strategic insights on how AI can help businesses be more predictive, aid business decision making and how the technology and connected services will further transform vehicle development and maintenance.
Part of the panel’s focus will be to dissect some of the sensational headlines surrounding the use of AI in retail and the notion that chat and speech robots will eventually replace sales teams entirely.
The panel will also explore the potential impact it may have on the wider retail and customer service industry, as well as how to strike the right balance between leveraging the technology to alleviate the burden of low value tasks, while being able to free up time for high value face to face interactions.
Cooper said: “There are still so many missed opportunities to convert customers within sales and aftersales in the UK automotive retail sector, but the reasons behind that are understandable.
“There are resource and bandwidth challenges facing all businesses.
“These emerging technologies around natural language processing, conversational AI and more recently generative AI have given us the ability to see how we can automate and optimise processes.”
Leese said the right AI and automated technology can unlock business efficiencies to help team members focus on high value tasks.
It can also enhance the customer experience, but getting that right means a careful balance between blending use of technology and handing over customers at the right time to human sales teams.
Cooper added: “For example, it’s possible to engage customers that have submitted leads out of business hours with meaningful responses that can use data around stock inventory, service hours and product information to get an appointment booked in.
“The latest technology is able to classify a customer’s intent, understand what they need and respond accordingly.”
The panel will also explore the challenges of integrating new AI systems into existing legacy systems, as well as how these new technologies will likely play a greater supporting role for car manufacturers as they look to focus more on direct sales relationships with consumers.
AM Live strategy session: How quickly will AI overtake your sales team?
Speakers:
- Kim Costello, Pendragon chief marketing officer and chief customer officer
- Alexandra Sirianni, Deloitte Senior Manager, Analytics
- Ben Cooper, Impel managing director – international
- James Leese, Impel director
- Shaun McGirr, DevOn chief AI & data officer