ASW Conversations: AI and the Aftermarket, with Todd Richardson

Automotive service businesses are on the cusp of a technological transformation, with artificial intelligence offering unprecedented opportunities to streamline operations and enhance customer experience.

In the latest episode of Auto Service World Conversations, In Motion Brands and Atrium Solutions president and CEO Todd Richardson explored how AI can revolutionize shop interactions, particularly in handling missed communications and after-hours customer engagement — but also warned against going too far and losing the important human touch in your business.

In areas where it can help, think about when a call goes unanswered. Customers will most often hang up rather than leave a message. Or they may be calling after a shop has closed for the day, he explained. AI can fill the spot where a human can’t.

The technology offers shops a flexible solution to address communication challenges, with AI systems capable of qualifying vehicle issues, presenting quotes, and booking appointments around the clock. Richardson emphasized that implementation should be strategic, noting shops should carefully consider where to “connect and disconnect” with customers.

Richardson reported successful returns on AI investment.

“We’re finding initially is 70 times the return on the investment for a total business and 20 times the return on new business customers that have never been there before,” he said.

However, Richardson cautions against complete technological replacement of human interaction, noting that customer service and customer experience are “hard to model with AI,” he said.

He further advised that with many companies unleashing AI in their customer-facing operations, your clients may be tired of dealing with AI all the time. For that, Richardson recommended considering the value of the human touch and think about where AI may instead hurt your business.

The AI approach can be highly customizable, with systems trained to match each shop’s specific needs, persona, and service flow. Richardson recommended shops start by using AI as a “utility player” to handle routine inquiries. This allows staff to focus on high-value customer interactions.

As technology advances, Richardson predicts widespread adoption across industries.

“Now it’s affordable and scalable,” he noted, suggesting that shops should view AI as an opportunity rather than a threat.

“There is a lot of value to be unlocked,” he said, “and it can relieve a lot of pressure” on automotive service businesses.”

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