Artificial intelligence has made its way into all areas of the automotive industry, but there is still skepticism around its current usefulness. Cox Automotive executives recently spoke at Automobility LA 2025, part of the Los Angeles Auto Show, about how dealerships can incorporate AI into their business models to enhance customer experience and streamline operations. 

“You’re already seeing really good productivity out of it. You’re seeing a lot of personalized connections happening, and AI is really helping,” said Cox Automotive Chief Product Officer Marianne Johnson. 

When asked what AI can do today, Johnson highlighted how generative AI can help produce content, including better communications to the customer using hyper-personalized data. Cox data shows a 26% increase in appointment conversions when using personalized messaging.

Dealers are expressing the need for harmony across business areas, including service, finance-and-insurance, and sales, said Vice President of Enterprise Client Management David Foutz.

“It’s one thing if I have a different shopping experience on my dealership website. But then I shift back to the old experience at the F&I desk. You don’t win the satisfaction battle with the clients that way,” Foutz said. 

The future, according to Cox, is having connected services that follow the customer journey from beginning to end.