by John Spader and the NCM Associates Team
RVBusiness September/October 2025
An emerging theme is that for many, “AI” sounds like something out of a sci-fi movie — complicated, expensive, and far beyond the reach of a typical dealership. But AI, a.k.a. Artificial Intelligence, is already here, and it’s becoming incredibly user-friendly. Think of it not as a replacement for your dedicated team, but as a powerful co-pilot, designed to supercharge their efforts and streamline your business.
So, how can RV dealers, even those with limited AI knowledge, start harnessing its power to drive real results? Let’s look at some practical applications. If you haven’t done so already, a great place to start is to subscribe to a paid version of whatever AI platform you choose … it will be your sandbox to play in with very little risk of anything bad happening.
- Supercharging Your Sales Funnel
Your sales team works hard to connect with customers, but the modern buyer’s journey is often digital-first. AI can bridge that gap and ensure no lead falls through the cracks.
- Intelligent Lead Qualification: Imagine an AI system that instantly analyzes online inquiries, website activity, and even past interactions to score leads based on their likelihood to purchase. This allows your sales team to prioritize their efforts, focusing on the hottest prospects. Tools exist that can identify buyers actively searching for specific RV types (e.g., “lightweight fifth wheel with a queen bed under 8,000 lbs.”) and match them with targeted ads and immediate follow-ups.
- Personalized Customer Engagement: AI-powered chatbots on your website can provide instant answers to common questions, guide customers through your inventory, and even schedule appointments 24/7. This doesn’t replace human interaction; it ensures that by the time a customer speaks with a salesperson, they are already well-informed and engaged. AI can also analyze browse history to send personalized emails with relevant RV suggestions, video tours, or special financing offers.
- Dynamic Pricing Optimization: The market fluctuates with seasonality, regional demand, and competitor pricing. AI can analyze real-time market data, competitor listings, and your own inventory aging to recommend optimal pricing strategies. This can help you move units faster, reduce carrying costs, and maximize profitability, all without constant manual adjustments.
- Enhancing the Customer Experience Beyond the Sale
The relationship with your customers doesn’t end when they drive off the lot. AI can help you build lasting loyalty.
- Proactive Service Reminders: AI can analyze past service records and RV usage data to predict upcoming maintenance needs. Automated reminders for routine service, winterization, or tire rotations can be sent directly to customers, improving retention and ensuring their RVs stay in top condition.
- Personalized Upselling and Cross-Selling: Based on a customer’s RV model, travel habits, and past purchases, AI can suggest relevant accessories, upgrades (like solar kits or all-weather tires), or even trade-in opportunities for newer models.
- Streamlined Communication: AI-powered systems can centralize customer communication from various channels (text, email, social media) into a single inbox, allowing your team to respond quickly and consistently. AI can even suggest “smart replies” to common inquiries, reducing response times.
- Boosting Operational Efficiency
Beyond customer-facing applications, AI can optimize your dealership’s internal processes.
- Smarter Inventory Management: AI can forecast demand with greater accuracy by analyzing historical sales, seasonal trends, and external factors. This helps you optimize stock levels, avoid overstocking or shortages, and make more informed purchasing decisions. Some AI tools can even flag units that haven’t had a price update in a while or are underperforming compared to market averages.
- Automated Content Creation: Need a blog post about the best RV destinations for families? Or a detailed description for a new model? AI writing tools can generate drafts quickly, freeing up your marketing team to focus on strategy and personalization. This includes everything from product listings to social media captions and email campaign content.
- Efficient Service Scheduling: While dedicated RV repair software already exists, future AI integration can further optimize scheduling by considering technician availability, part inventory, and estimated repair times, minimizing bottlenecks and maximizing bay utilization.
Getting Started: A Practical Approach
Implementing AI doesn’t have to be an overhaul. Here’s a simple roadmap:
- Identify Your Pain Points: Where are you spending too much time? What processes are clunky or inefficient? Start small. Perhaps it’s lead follow-up, or keeping track of inventory aging.
- Research AI Tools: Many AI solutions are designed for small businesses and offer user-friendly interfaces, often with free trials or lower-cost entry points. Look for tools specifically catering to automotive or RV dealerships. Importantly, select a model that protects your dealership and your clients’ private data. Your research will inevitably lead to a paid model. Even if this means investing in licenses for many or all of your employees, that cost is cheap compared to a significant data breach.
- Start Small, Learn, and Scale: Don’t try to implement everything at once. Pick one area, test a relevant AI tool, and measure its impact. As you see results and your team becomes more comfortable, you can gradually expand your AI adoption.
- Embrace Data: AI thrives on data. The more organized and accurate your existing customer, sales, and inventory data is, the more effectively AI can learn and provide valuable insights. Again, be sure you are using a tool that is fenced off from the open internet. The AI bot is as smart as you train it to be, so make sure you are providing an accurate and relevant knowledge base.
- Train Your Team: AI is a tool to empower your employees, not replace them. Provide training and clear explanations of how AI will enhance their roles and allow them to focus on higher-value tasks.
By embracing AI, your dealership can not only keep pace with the evolving market but also become a leader in providing exceptional customer experiences and operating with unparalleled efficiency. The AI revolution isn’t just on the horizon—it’s here, ready to help you navigate the road ahead.
AI Quick-Start Checklist for Dealerships
- Try a free version first. Test basic features before you commit.
- Pick one use case. Start small—like with lead follow-up or email replies.
- Choose a platform that protects your data. Look for strong privacy settings.
- Assign an “AI Super User.” Let one team member lead the effort.
- Keep your data clean. Organized customer and inventory data is essential.
- Train your team. Show them how AI supports, not replaces, their work.