A CTO’s guide to the 5 questions dealers should be asking AI vendors at NADA 2026

Every year, the NADA show unveils state-of-the-art technology with the ultimate goal of making dealerships more efficient for both their employees and their customers. So, in 2026, you can bet it all that you’re going to see a lot of hype around artificial intelligence (AI).

From “AI receptionists” to automated follow-ups and predictive insights, nearly every booth will claim to have “cracked the code.” For dealers, the challenge isn’t whether to explore AI: It’s how to separate real, dealership-ready platforms from generic tools dressed up for automotive.

When you’re walking the floor at NADA 2026, these are the 5 questions you should be asking AI vendors before you commit your time, budget, or trust.

1. “Was this AI always built specifically for dealerships?”

This is the most important question you can ask.

Many AI products on the market today were built for call centers, healthcare, or general customer service and only later “retrofitted” for automotive. That usually shows up as rigid scripts, awkward conversations about blinker fluid, and tools that don’t reflect how real dealerships operate.

A dealership-built AI should:

• Understand sales, service, reception, BDC, and parts workflows
• Speak the language of automotive customers naturally
• Handle real-world scenarios like recalls, service scheduling, transfers – even random things like asking for directions to the dealership

At NADA, ask: “Who on your team has actually worked inside a dealership and did they shape the product from the very beginning?”

2. “How does your AI handle real conversations?”

Live demos can be misleading. Many vendors showcase best-case scenarios with scripted prompts and limited scope. What matters is how the AI performs when things get messy (which they often do in a dealership).

Ask to hear:

• Real call recordings
• Examples of interrupted or off-script conversations
• How the AI recovers from dropped calls or misunderstandings

At NADA, ask: “Can a customer ask about vehicles in stock in the middle of booking a service appointment?”

3. “What results are dealers actually seeing?”

At the end of the day, AI has to move the same numbers your managers are responsible for.

If a vendor can’t clearly explain which KPIs improve – and by how much – it’s worth asking why.

Be wary of vendors who avoid specifics or can’t share real performance data from dealerships like yours, like:

• Increased call capture
• Higher appointment booking rates
• No negative CSI impact
• Time saved for staff across rooftops

At NADA, ask: “Do you have an independent case study comparing transfer rate and booking rate with and without your AI?”

4. “How fast is your AI (and why does that matter)?”

Latency isn’t just a buzzword: It’s the difference between a natural conversation and getting hung up on.

Customers notice delays. Slow responses feel robotic, especially over the phone, and that breaks trust. Humans typically have a 200-500 millisecond latency in natural conversation, so keep that in mind when exploring any conversational AI products.

At NADA, ask: “Can I experience the live response time myself right now?” (Make sure you interrupt the AI mid sentence to see how it handles it!)

5. “Are you the right AI partner for me?”

The AI space is moving fast, and it is very technical. You need a technology partner that will help educate your team on AI, and that takes a dedicated engineer.

Remember: You’re not just choosing software. You’re choosing an innovative technology partner. Look for signs of stability and momentum:

• Proven use at scale with enterprise dealer groups and OEMs
• Stability and long-term investment, including funding and a roadmap driven by real dealer needs
• Hands-on support and integration expertise, with dedicated resources to help your team succeed

At NADA, ask: “If I sign up, will you assign me a dedicated engineer and account manager?”

Cut Through the AI Noise at NADA 2026

With plenty of vendors on one showroom floor, NADA is a fantastic place to evaluate AI so long as you’re asking the right questions.

Dealers who win with AI won’t be the ones chasing hype. They’ll be the ones choosing platforms built by people who understand dealerships, backed by real results, and designed to simplify operations.

If you’re attending NADA 2026, make time to have deeper conversations, ask harder questions, and see the technology in action.

Meet Mia at NADA 2026

North Hall | Booth #6568N