I recently stayed at a hotel in Amsterdam, and that completely changed how I think about customer service. From the moment I landed, everything: check-in, restaurant bookings, directions, even getting extra towels, was handled through WhatsApp by what I assumed was a very efficient concierge. Spoiler alert: it was an AI chatbot.
It was fast, polite, knew everything about the hotel, and never once made me feel like I was getting “bot treatment.” And it got me thinking: why aren’t more car dealerships using this technology?
Let’s be honest… following up leads isn’t always where sales teams shine. People get busy. Shifts end. Sometimes, a promising customer walks away because no one followed up quickly enough, or the rep thought they weren’t a serious buyer. This is exactly where AI chatbots can step in and quietly become your MVP.
👉 Why dealerships should care about chatbots in 2025
👉 What can a chatbot actually do for you?
👉 Tips for getting started with AI chatbots
👉 AI chatbot tools to check out
👉 Final thoughts
Right now, AI chatbots are already being used in retail, travel, hospitality and banking. Industries that rely on fast customer interaction and seamless service. And they're working. Businesses report:
For dealerships, this means your chatbot can answer late-night website enquiries, help qualify leads before they ever reach your sales team, and make sure no potential customer slips through the cracks.
And here's the kicker: unlike a human, a chatbot doesn’t take no for an answer the first time around. It follows up. It nudges. It doesn’t feel awkward about checking in again, and sometimes, that’s all it takes to turn a maybe into a yes.
Not all bots are created equal. Some are glorified FAQ machines. But the good ones? They’re doing work that adds real value to your business. Here's how:
All of this frees your team up to do what they do best — close deals and build relationships.
If this is your first foray into AI, it might feel like a bit of a leap. The good news? It’s never been easier, or more affordable, to get started. Here’s what we recommend:
Start Small
Don’t try to automate everything on day one. Begin by handling basic enquiries on your website or Facebook page, such as opening hours, finance FAQs, or booking test drives.
Look for tools that connect with platforms you already use (like Auto Trader, WhatsApp, or your CRM). Some chatbots even integrate with DMS systems, depending on what you’re running.
The best bots don’t just spit out information. They ask smart follow-up questions, guide the customer through next steps, and encourage them to act.
Most tools allow for tone customisation. You can make it friendly, professional, or whatever best fits your brand voice.
There are great consultants and freelance developers who can help configure your bot if you don’t have an in-house resource. Think of it like training a new employee; it takes some setup, but the return is huge.
Here are some AI chatbot platforms other industries (and some forward-thinking dealers) are already using. We’re not affiliated with any of them, but they’re worth exploring:
AI chatbots won’t replace your sales team, but they will make them stronger. They pick up the slack on slow days, follow up on the leads that might’ve been forgotten, and never let an enquiry go unanswered. And in an industry where timing is everything, that can make a serious difference to your bottom line.
So, if your dealership has been thinking about taking the leap into AI, now’s the time to get curious. That hotel bot in Amsterdam? It didn’t just impress me… it made me realise how much smarter our businesses could be, with just a little help from AI.
Marsh Finance is here to support you with finance solutions that complement your evolving customer journey. While we don’t offer chatbot services ourselves, we’re all in on helping you grow smarter, faster, and more efficiently.
Want to chat about how your finance offering could work better alongside your digital experience? Let’s talk.