Automotive E-ssentials

AUTOHAUS AI-Convention 2024: ‘AI is not a new employee, but a tool’

Artificial intelligence is increasingly being used in car dealerships. The second AUTOHAUS AI Convention powered by TÜV SÜD focused on the fields of application and the potential of this technology.

In recent years, digitalisation in the automotive industry has experienced a strong upswing. Artificial intelligence (AI)is now also increasingly finding its way into everyday life at car dealerships. At the 2nd AUTOHAUS AI Convention powered by TÜV SÜD on 7 November in the ‘Alte Lokhalle Mainz’, experts and industry insiders discussed how this works and which processes can be optimised with the help of the technology. Ralf Breisch, Head of Sales at TÜV SÜD's Mobility Division, Ralph M. Meunzel, Editor-in-Chief of AUTOHAUS, and Prof Benedikt Maier, COO of the Institute of Automotive Economics, welcomed the around 130 participants;. Sascha Röwekamp, Managing Director of RWKMP, moderated the event.

AI in marketing for car dealerships

Right at the beginning, the focus was on concrete AI solutions from practice. Lars Kammerer, Head of Marketing Mobility at TÜV SÜD's Mobility Division, presented fields of application in car dealership marketing. For example, AI tools can be used to automate certain routine tasks such as social media posts, in the creation of advertising clips or in data analysis, thus saving valuable time and costs. However, Kammerer also emphasised that, in addition to the numerous opportunities, artificial intelligence brings with it many challenges for marketing departments. These include the rapid development speed of the solutions, the selection of the right training courses for employees and the elimination of certain job profiles. AI should not be seen as a replacement for human labour. ‘AI is not a new employee, but a tool,’ says the expert. The task of marketing departments is now to learn how to use it.

Ralf Koke, Managing Director of Loco-Soft, explained how artificial intelligence works. Among other things, he went into more detail about the terms intelligence, artificial intelligence, machine learning and generative artificial intelligence. He also showed in which areas of the automotive industry AI tools are used. He also focussed on the importance of data collection and maintenance. ‘AI is nothing without data,’ emphasised Koke. In order to achieve the best results with AI solutions, you need carefully collected data. To achieve this, he believes that companies should make sure to set standards for data collection.

Exchange with colleagues

As the range of AI tools on the market is already very confusing, the innovation network Digitalisation Automotive Trade and Service was set up. Kurt Deppert, Senior Vice President Digital Transformation Mobility at TÜV SÜD Auto Service, and Andreas Weeber, Managing Director of Autohaus Weeber, explained how the project works. It often costs companies a lot of time and money to analyse and test suitable AI solutions. Smaller car dealerships in particular often lack the resources to do this. To counteract this, car dealerships are networking as part of the innovation network and exchanging experiences with individual tools. Scientific support is provided by the Institute of Automotive Economics and the BFC.

Andreas Weeber used the example of his own car dealership to explain how processes can be optimised with the help of robotic process automation. Whereas leasing bookings used to be handled manually, this task is now performed by a machine - 24 hours a day. Data transfer between different systems is now also handled automatically. Before the introduction of robotic process automation in certain areas, there was still scepticism among employees and the fear of losing their jobs as a result. According to the managing director, this has changed into a positive attitude, as processes that were previously never done with pleasure have now been automated.

Fields of application from the car dealership practice

Kurt Weinrich, Head of Business Development at auto dm, outlined the benefits that AI-controlled appointment scheduling can bring. Among other things, he discussed the resulting relief for employees in the wheel and tyre changing process at Beresa.

Voicebots can also reduce the workload and cut costs. Dr. Steven Zielke, Managing Director of mobilApp, and Martin Leuchtenberger, Managing Partner at Stadac, showed how man and machine can work together in customer communication. They went into more detail about the so-called ‘voice butler’, which recognises the caller and thus offers the possibility of personal support.

Dr Alexander Grimm, CEO at aspaara, and Nicola Schraven, Head of Support & Innovation Carrosserie at the AMAG Group, explained how workshop planning can be simplified with the help of AI processes. To this end, they presented the AI co-pilot ‘Matching Core’.

Helpful tips for your own company

The participants of the AI Convention got hands-on themselves in the live workshop organised by Sascha Röwekamp and Constantin Michel, business IT specialist and Managing Director of HAIAR. The two experts demonstrated how AI solutions can optimise processes in everyday car dealership operations and gave industry representatives valuable recommendations for the right prompts. There were also tips for perfect LinkedIn marketing.

The keynote speech by Tim Raynoschek, Cloud Consultant, and Amelie Fischer, Head of Conversational Engineering Voice, both from STACKIT, also provided impetus and inspiration for the automotive trade. The two IT experts explained how AI is revolutionising the customer journey in retail. They presented specific AI use cases in the food retail sector and emphasised their transfer potential to the automotive trade.

TÜV SÜD and Loco-Soft supported the event as partners. Research partners were DiSer-Hub, saaris and the Institute of Automotive Economics (IfA).

Copyright: ASP, Anna Beyschlag

Caption photo one: From left to right: Sascha Röwekamp (RWKMP -> Sales of the Future), Prof Dr Benedikt Maier (IfA), Ralf Breisch (TÜV SÜD) and Ralph M. Meunzel (AUTOHAUS)

©Photo one and two: Anna Beyschlag/ AUTOHAUS

©Photo three: Thomas Jupa