Matt VanDyke breaks down how AI-driven marketing transforms car sales
Matt VanDyke, now steering the ship at Shift Digital after his time as CEO of Ford Direct, has a clear message for modern dealerships: start where the customer actually is. The homepage? Barely relevant. It’s the back rooms of your website, the vehicle listings and detail pages, that get the spotlight.
Shift Digital’s most recent report shows a staggering 75% of traffic on dealer websites lands on those inventory-heavy pages. That’s where buyers form opinions, make decisions, and either stay to click or quietly drift off to a competitor’s site.
So what do visitors expect? They want to see real cars. That means no generic placeholders, no washed-out stock shots, and no “coming soon” text boxes floating where a photo should be. Shoppers want to inspect the precise vehicle with all its actual features, whether it is red stitching on the seats or a distinctive trim package.
These details influence trust and action. Dealers uploading detailed, high-resolution VIN-specific photos, whether taken professionally, shot in-house, or built through realistic CGI, are giving themselves a better chance at holding attention and converting interest into real business.
Why the Homepage Is No Longer the Starting Line
Buyers rarely arrive through the digital front door anymore. Their path begins with a search result or a vehicle page, shaped increasingly by AI-driven marketing strategies rather than a guided tour through company history or staff bios. VanDyke highlights that dealerships must accept this shift in behaviour.
Visitors want quick access to numbers, tools and decisions. That includes seeing the price, understanding payment structures, and estimating trade-in values.
Websites designed around storytelling or style miss the mark if they delay this information. The customer has a task in mind. The site’s job is to make that task fast and easy. Whether it’s a shopper checking monthly payments or reviewing the cost of a trade-in, every extra step between them and their goal increases the chance they leave.
Digital steps shape the in-store visit
While online retail activity infrequently ends in a completed online purchase, it sets the pace for what happens next. Customers use the web to gather their tools. They appraise trade-ins, browse stock, and calculate financing options before they even think about showing up. When they do walk in, they expect the process to pick up from where they left off online.
Dealers applying AI-driven marketing strategies can create that sense of continuity more effectively. Buyers don’t want to explain themselves twice. They expect their online prep to matter and influence the in-store visit. When that happens, the experience feels like a single, intelligent journey rather than two disconnected events.
Why Ignoring the Phone Is a Mistake
Phone calls may seem like relics in the world of AI, chatbots, and mobile apps, but they still matter. VanDyke points to a critical area dealerships often overlook: incoming calls, especially after hours. These moments often slip through the cracks. Many buyers still reach out by phone, asking questions or arranging visits. If no one follows up, or worse, if no one notices, the opportunity fades.
The industry faces a turnover rate hovering between 65% and 70%. Staff changes make consistency a challenge. AI-driven marketing strategies help bridge that gap. These systems now handle service scheduling, respond to leads, and manage follow-ups. They don’t call in sick or forget to return a message. They ensure that even when the human team shifts, customer interactions stay sharp.
Using AI to Show Cars Before They Arrive
Artificial intelligence has moved beyond simply processing phone calls. It’s now powering AI-driven marketing strategies that create images and content to showcase vehicles before they ever reach the lot. VanDyke sees growing value in AI-generated visuals and text, especially when dealers need to represent vehicles accurately and ahead of time. These solutions keep messaging consistent, professional, and tailored to each dealership’s brand.
Using AI-generated images allows cars to be featured on the site even before delivery. This boosts visibility and shortens the sales cycle. Buyers see what’s coming, and dealers waste no time in presenting it properly.
Social Platforms and Brand Discipline
Younger buyers are spending their time on platforms like X and TikTok. These channels give dealers fresh ground to reach shoppers, but the approach needs structure. A well-framed strategy guides employees on tone, visuals, and posting habits. Without guidance, brand identity weakens. A consistent voice builds trust, especially on platforms built for entertainment rather than commerce.
Dealers who apply AI-driven marketing strategies with focus and consistency are more likely to reach an audience that scrolls quickly yet stops to engage when the content hits the mark.
Dealerships That Act Quickly and Show Clearly Perform Better
The new era of automotive marketing values confidence, efficiency, and presentation above tradition. The moment a customer clicks on a listing, they’re forming an opinion. That opinion depends on what they see, how fast they find what they want, and how smoothly their online steps carry into the store.
Dealers focused on vehicle-specific photos, AI-enhanced workflows, along with purposeful social media engagement are carving out an advantage. Their websites reflect what customers value. Their tools offer convenience. Their messaging feels modern and reliable.
AI-driven marketing strategies support this shift by helping dealers meet expectations with speed and clarity. Marketing cars in 2025 is no longer about just being visible. It’s about being useful. Those who respond fastest, present clearest, and deliver consistency across platforms are setting the pace for the entire industry.