Artificial Intelligence is everywhere. If you are a retail RV dealer, chances are your inbox has been flooded with pitches from technology vendors claiming their AI solutions will revolutionize your business.
Promises range from “predictive inventory management” to “automated customer acquisition” to “AI-driven reputation monitoring.” Each promise sounds impressive, futuristic, even irresistible.
Here is the uncomfortable truth: most dealers do not have the technical background, the bandwidth or the specialized staff to separate AI hype from AI reality. That puts the dealers at risk.
I have been in the RV industry longer than most and have seen plenty of “game-changers” come and go, including CRM platforms, social media gurus, search-engine miracles and digital ad disrupters. Many “game-changers” offered value; others left a trail of wasted budget and broken promises.
Still, here they come again. Now, AI is the new shiny object. Once again, I find myself saying that I feel sorry for dealers.
Let’s break down the risks, the questions you should be asking, and how to move forward wisely without falling prey to snake-oil promises from the same old posers.
How Do You Move Forward?
Moving forward starts with clarity. Dealers need to remind themselves that AI is not a magic wand. AI is a tool, and like every tool, AI is only as effective as the craftsman holding it.
Step One: Define the Problem Before the Solution. Too many dealers let vendors pitch them solutions searching for a problem. A vendor might say, “Our AI can generate thousands of leads per month.” The pitch sounds great until you realize your real bottleneck is converting the leads you already have. Perhaps the vendor touts “AI chatbots” when your customers really need a better-trained human salesperson answering the phone.
Step Two: Measure What Matters. AI should tie back to core dealership goals: turn rates, gross margins, lead quality, customer retention and service absorption. If a vendor cannot show you exactly how their AI connects to one of the core goals, keep your wallet closed.
Step Three: Test Before Trust. Pilot programs, month-to-month trials and side-by-side comparisons are your best defense. Do not sign an annual contract because you fear missing out. Move forward, yes, but with caution and data.
What Are You to Think?
The hardest part about AI is the smoke and mirrors. Terms such as “machine learning,” “neural networks,” and “natural language processing” make AI sound like only a doctor can understand what is happening.
The language used is intentional because confusion benefits the seller.
Dealers should think about AI in the same way they would evaluate any new hire:
Does it fit the team? Will it integrate with your DMS, CRM, or website platform?
Does it produce results? Can the vendor prove success at another RV dealership, not just in theory?
Is it trainable? Does the system improve over time, or is it a static gimmick?
Can it be fired? If the system fails, can you walk away without penalty?
Remember, AI is not some mysterious brain. AI is math. If a vendor cannot explain in plain English how their system works and why their system is better than existing tools, you should assume they do not understand or they do not want you to.
Who Can You Actually Trust?
This is the question at the heart of it all. In a sea of tech startups, marketing firms and self-proclaimed “AI experts,” who deserves your trust?
- Industry-Specific Partners. If a company has been serving RV and powersports dealers for years, they at least understand your business cycles, your customers and your pain points. General tech vendors often do not understand.
- Transparency Over Magic. Trustworthy vendors are vendors who pull back the curtain and show you how the system works, what data it uses and where its limitations lie. Beware of anyone who says, “It just works, trust us.”
- References That Match Your Size and Market. Ask for names of dealers like you—not mega-groups or auto dealerships. If they cannot deliver, that is a red flag.
- Skin in the Game. Trust the vendor who offers performance-based pricing or cancellation clauses. If the vendor truly believes in their AI, they will share the risk.
Where Do You Go from Here?
Dealers do not have the luxury of sitting out the AI wave. The industry is evolving, and customers’ expectations are rising. You cannot ignore AI, but you also cannot embrace it blindly.
- Educate yourself. Read trade publications (like this one), attend seminars at RVDA and ask tough questions.
- Build an internal review team. Even if it’s just you, your GM and your marketing manager, commit to evaluating every AI product through a repeatable process.
- Focus on proven use cases. AI excels at certain tasks, including predictive analytics for inventory, automated ad optimization and customer engagement insights. Start with those features, not with moonshot promises.
- Document the ROI. If an AI tool cannot beat your existing methods in measurable ways, stop paying for it.
Think of AI adoption like upgrading your service bays: you would not buy new lifts without knowing they work on RV chassis. The same principle applies here.
When Do You Make the Move?
Timing is everything. If you adopt technology too early, you pay to be the guinea pig. If you adopt technology too late, your competitors will pass you by.
Here is a framework for timing your move:
- Watch the Market. Early adopters often generate case studies, so let them spend the tuition money.
- Wait for Proof in RV. Do not adopt AI until you see a documented success in dealerships that resemble yours. Being an early adopter is OK, but make sure you know what you are adopting.
- Strike When It Aligns with Your Needs. If your lead response times are slow, consider AI chat support. If your ad budget is bloated, explore AI optimization.
In other words, do not let fear drive you. Let readiness guide you.
Conclusion: AI or SOS?
At the end of the day, AI is not going away. For you, AI can feel more like SOS than a silver bullet.
Here’s the reality: AI can help you, but only if AI is solving a problem you have clearly defined.
Most dealers do not have the expertise to vet AI claims, which makes them vulnerable. Vendors are rushing into the space, and not all of the vendors can be trusted.
Your right move is to adopt AI cautiously, measure your testing and insist on proof.
If you walk away with only one thought, let it be this: AI should serve your dealership, not the other way around. Do not let hype dictate your strategy. Protect your margins, your employees and your consumers by demanding clarity, transparency and results.
Otherwise, you might find yourself buying into the next “game-changer” that never changed much at all.
See you at RVDA.
Ron Wheeler is founder and principal at Wheeler Advertising. Ron has been a speaker at RVDA for more than 30 years and at NADA for more than 18 years.
