Artificial intelligence is racing into America’s car dealerships—but not without hesitation. According to new survey data from SuretyNow, most dealers are excited about AI’s potential, yet major barriers around expertise, trust, and execution could define who wins and who falls behind in the next five years.
Dealers Are Eager, but Divided
When asked how they feel about AI in dealership operations, more than half of respondents (54%) said they’re “excited and already experimenting.” Another 27% are interested but unsure where to start. Still, skepticism remains—14% doubt it can be effective, while 5% are actively avoiding AI altogether.
This mix highlights a familiar story in tech adoption: early enthusiasm paired with uncertainty and resistance on the margins.
The #1 Concern: Not Knowing How to Use It
The biggest roadblock isn’t cost or distrust—it’s knowledge. One in three dealers (32%) cited “lack of technical/AI expertise” as their top concern, far outpacing worries about replacing human judgment (21%) or data privacy/compliance (19%).
In other words, dealers want AI but don’t know how to implement it effectively. The tools exist, but the know-how doesn’t—yet.
Where AI Is Already Being Tested
Despite the knowledge gap, dealers aren’t sitting still. The top use cases emerging:
- Inventory sourcing & management (27%)
- Marketing automations (20%)
- Vehicle pricing optimization (19%)
- Service scheduling (14%)
Only 15% said they’re not using AI at all—showing that experimentation is already widespread.
Confidence in the Future
Looking ahead, optimism is strong. A combined 84% of dealers say they are confident AI will become standard in dealership operations within five years. Nearly half (47%) are “somewhat confident” and 37% are “very confident.”
That’s a clear signal: even skeptics believe AI will be unavoidable, whether they’re ready or not.
What’s Stopping Faster Adoption?
So why isn’t AI everywhere already? The survey points to structural blockers more than cultural ones:
- No one in-house to manage it (26%)
- Lack of time to evaluate tools (24%)
- Already using all they need (23%)
- Not comfortable with AI (19%)
- Don’t trust the vendors (8%)
Dealers don’t seem opposed to AI—they just lack the resources and trusted partners to deploy it at scale.
Why It Matters
The auto industry is under pressure: margins are tight, consumer expectations are shifting, and digital competition is relentless. For dealerships, AI is not just a shiny new tool—it’s quickly becoming the line between operational efficiency and obsolescence.
The data makes one thing clear: dealers who solve the expertise gap first will set the pace for the entire industry.
About the Data
The survey was conducted by SuretyNow, gathering insights from dealership operators across the U.S.
