This was a DMSC 2026 session.See the 2027 Agenda
- Agenda
- 2026
- Panel
Preparing Your Dealership for The Future
How to adapt your dealership to AI search, LLM commerce, and evolving customer expectations
Presented by
About the Session
AI search, local discovery, LLM commerce, and leveraging AI to improve your sales and service processes. Retail is going through a massive evolutionary change. What are the experts saying your dealership needs to do to be ready?
The way customers discover dealerships is changing fast. As large language models reshape search behavior, visibility now extends beyond traditional SEO. Dealership employees are being asked to change as well.
How can employers scale training to allow their employees (sales and marketing) to leverage AI and LLMs to provide better answers for customers? We invited some industry leaders, across retail specialties, to share what the future retail operations strategies need to include. Key Takeaways: AI-driven search and customer reviews are changing how customers are matched with local dealers, so what should dealers do?
Dealers need to scale employee training since AI tools and software is changing so fast. The keys for training and retention efforts in sales, service, and marketing. Finding the balance between human engagement and AI; the blueprint which is being studied.
How to future-proof your dealership. Join this session to ensure your dealership shows up in the next generation of search.
On Stage
Brian PaschModeratorFounder, Pasch GroupFounder of PCG Companies, Brian Pasch Enterprises (BPE), and Pasch Group, Brian Pasch is a thought leader, effective strategy driver, and automotive industry change agent. In tune with the fast pace of the digital marketing environment, he successfully leads OEMs, dealers/dealer groups, and ad agencies by helping them harness data, eliminate waste, and incorporate efficient marketing tactics.
Carter ReesVP of AI, ReputationCarter Rees, PhD, is the VP of AI at Reputation with over 25 years of experience applying quantitative models to real-world challenges. With a background in academia and expertise in NLP and deep learning, he specializes in translating complex data science into actionable business insights.
Dan DionneVice President of Sales, RockEDDan Dionne is the Vice President of Sales at RockED, where he leads revenue growth and customer engagement strategies. With over a decade of sales leadership experience, Dan previously spent seven years at CarGurus, helping scale the company from startup to public.
Thuy AdomitisVice President of Accounts, MiaThuy Adomitis is Vice President of Accounts at Mia, where she's dedicated to helping dealerships transform fragmented tech and communication systems – aka Frankensystems – through AI solutions. With more than two decades in automotive SaaS, Thuy brings deep domain expertise from her prior leadership roles at Constellation, TrueCar, and CarsDirect.
Worth Knowing
From DMSC’s research on SEO & AI Search. Every number links to its source.
- By the Numbers1B+
monthly users of Google's AI Mode, about a year after it launched
Source: Google
- Term to KnowAI Overview
Google's AI-written summary that appears above the regular search results, with links to the sources it drew on.
- Ask Your Vendor
Which buyer questions do you track, in which AI tools and from which locations, and how often do you rerun them?
- Try This Monday
Ask ChatGPT, Gemini and Google AI Mode five questions your buyers ask, like the best dealer for your brand near your town, and record who gets named.
Keep Going
More on SEO & AI Search
- Flash Talk · Sunday, April 26, 2026 · 2:00 pmThe AI Search Gold Rush: Facts vs FictionZach Billings
- Workshop · Monday, April 27, 2026 · 10:30 amMore Leads, Less Money: Winning Search in 2026Zach Billings
- Mini Workshop · Monday, April 27, 2026 · 11:30 amThe Evolution of Organic Search: How to Stay Ahead in a World of Organic, Position Zero and AI Driven SearchChad Graves
- Mini Workshop · Monday, April 27, 2026 · 3:00 pmThe AI-Ready Dealership: A Live Audit for the Next Era of SearchGino Cipperoni
See You in 2027.
April 18–20, 2027 at the Westin Kierland Resort & Spa. The program keeps its shape, and sessions are announced as they confirm.