The vast majority of auto dealers are employing artificial intelligence in their businesses along with a big chunk of their customer bases as the technology brings a major wave of change after the internet before it.

A Cox Automotive survey of dealers found 82% of U.S. dealers use AI in the store, largely for task automation, customer follow-ups and content generation.

Many, though, said they feel behind their industry cohorts in AI adoption and that they’re struggling to keep up with the technology’s evolution. But AI leadership isn’t really the point, Cox says.

“It’s reminiscent of the internet’s early days. The dealerships that ultimately succeeded weren’t necessarily the first to build websites. They were the ones that figured out how digital tools could strengthen the everyday operation of their business.”

So far, 69% of dealers say they’ve looked to AI to increase sales and revenue, but just 22% have experienced the bottom-line results, the Cox survey found.

But, similar to early dealership internet adoption, leveraging AI to make operations more efficient and otherwise “work smarter” are value additions dealers can achieve now rather than getting lost in trying to keep up with the latest applications or seeking quick revenue gains, Cox says.

Meanwhile, dealers should work to meet consumers where they are when it comes to AI’s influence in the car-shopping process. Its data indicates that 63% of consumers in the market to buy a vehicle say they will or will likely tap AI for the task. In fact, Cox says AI platforms are nearly in line with online vehicle-shopping outlets for consumer research.

That means many consumers are more informed when they visit dealerships and that dealer staff should be prepared to answer their questions and concerns, according to the report, which indicates that 71% of dealers haven’t prepared for the shift.

“The opportunity for dealers isn’t to compete with AI,” Cox says. “It’s to be ready for the customer AI is helping create.”

Dealers who expressed confidence in AI use were likely to have made the most of internal AI adopters and external experts, according to the report.

“The dealers pulling ahead aren’t separating AI from the rest of the business,” Cox says. “They’re integrating it into existing workflows, customer experiences and operational processes.”

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