How can AI help your dealership? Let’s find out!

Artificial Intelligence (AI) is no longer just a buzzword; it’s becoming the Swiss Army knife of digital transformation, and the automotive world isn’t immune to its charms. Today, I’m thrilled to share insights from my recent chat with Brent Wees, a friend and fellow trailblazer in this space. Brent, a former theater brat turned digital guru, has been working magic in the AI and automotive spheres. From his days at Dashboard to his role as a fractional CMO, Brent has seen it all. Oh, and let’s not forget his ability to throw the best parties at NADA—an essential skill if you ask me.

But today, we’re skipping the canapés and diving straight into AI, its transformative potential, and what’s next for dealerships and operators like you.

Let’s get into it.

Q: So, how did you first get into AI?

Brent: It started years ago, back in my agency days, with tools like CoSchedule and WordStream. These early platforms used machine learning to automate tasks like social media scheduling and paid ad optimization.

For example, CoSchedule had an evergreen content feature that automatically rescheduled posts for maximum reach. WordStream, on the other hand, streamlined paid media by suggesting budget tweaks and keyword optimizations. While these tools were simple compared to today’s AI, they opened my eyes to how automation could improve efficiency and save time.

Q: What’s the biggest “aha moment” you’ve had with AI recently?

Brent: Definitely the time my team worked on a lead nurture campaign in HubSpot. Traditionally, this project would have taken six months to complete. By leveraging AI, we reduced the heavy lifting to just three hours.

The AI didn’t just draft emails and workflows—it actually built out audience triggers and cadences. This gave us more time to refine the strategy and ensure everything was set up perfectly. It was a huge shift in how we approached our work.

Q: That sounds amazing, but is AI perfect? What risks should people be aware of?

Brent: Far from perfect! AI is a tool, not a magic wand. It’ll give you an answer—right or wrong—because it’s designed to satisfy the prompt.

I’ve seen some wild inaccuracies, like an AI-generated LinkedIn post about Colonel Sanders claiming he held onto his KFC fortune. In reality, he sold the rights early on and became a spokesperson. This is why it’s crucial to fact-check everything AI produces. Never assume it’s 100% accurate.

Q: You’re a big advocate for learning by doing. How do your AI hackathons work?

Brent: Hackathons are all about getting hands-on. Participants work in teams, exploring prompts, testing tools, and solving real-world problems.

For example, at a recent event, we guided dealers through creating AI-generated workflows. One participant realized mid-session that they could use AI to streamline their CRM clean-up, saving both time and money. Moments like that are why I love hackathons—they spark real “aha” moments and leave attendees with actionable skills.

Q: What advice do you have for people new to AI?

Brent: Start small. Write down repetitive tasks that take up too much time—like drafting emails or organizing workflows—and experiment with AI tools to automate them.

Also, don’t be afraid to get it wrong. The best way to learn is by playing around. Make mistakes, refine your approach, and figure out what works for your specific needs.

Q: What about companies that are hesitant to adopt AI?

Brent: For larger organizations, governance and security concerns are valid. My advice is to start by creating a “safe sandbox” for experimentation.

Involve IT and senior leadership to establish clear guidelines on how AI should be used. It’s similar to the early days of social media, where companies had to create codes of conduct. Once you have guardrails in place, you can safely explore AI’s potential without risking compliance issues.

Q: What industries outside automotive are using AI in interesting ways?

Brent: The e-commerce world is moving at lightning speed. Sellers on platforms like Amazon and Walmart are using AI to update product images, pivot messaging, and even manage supply chain issues in real-time.

For instance, if a supply chain in one region goes down, these businesses can spin up a new warehouse somewhere else within hours, often with the help of AI. Automotive dealers could learn a lot from their agility and speed.

Q: What’s the most important skill for using AI effectively?

Brent: Asking the right questions. The system is only as good as the prompts you feed it. The CEO of OpenAI said it best: “It’s not about how strong the system is—it’s about how strong the questions are.”

Start with clear, specific questions and refine as you go. It’s a skill that improves with practice, so don’t be discouraged if your early attempts fall flat.

Q: Where can people see you next or get involved in your hackathons?

Brent: I’ve got some exciting events lined up! I’ll be running hackathons at the Prosper Show in March and a motor vehicle retailers conference in Mexico. Plus, I’ll be at NADA, probably at Clint Burns’ epic party at Howlin’ Wolf.

If you can’t catch me at an event, reach out! I’m always happy to organize smaller workshops tailored to specific teams or industries.

Q: Any parting words for those still on the fence about AI?

Brent: Just start. Make a list of tasks you’d like to improve, experiment with tools, and don’t be afraid to make mistakes. AI isn’t replacing expertise—it’s amplifying it. And remember, always thank your AI tools. When they take over, they’ll remember who was polite.

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Brent’s insights remind us that AI isn’t just about automation—it’s about unlocking potential. Whether you’re running a dealership, managing a team, or just looking to save time, the key is to start small, stay curious, and keep learning.

Until next time, keep those questions sharp and your prompts sharper!