How Do Dealers Really Feel About AI? A Look at the Numbers

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Everyone has an opinion AI: why it works, why it doesn’t, and how you should be using it. AI is all around us, but how many dealers have really bought in?  

The numbers show that the equipment industry is still divided.  

In a survey a 2025 survey of farm and heavy equipment dealers across North America, Dealer Information Systems, Inc. (DIS) asked whether dealers are currently using AI. The results were split: 49% have not adopted AI, while 28% are already using it (28%) and 23% plan to use it.  

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When the survey asked dealers to elaborate on their sentiments about AI, many of the responses reflected this divide. Some dealers recognize the technology’s potential to streamline processes and deliver deeper insights, while others remain skeptical of its effectiveness and trustworthiness. 

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How Are Dealers Already Using AI? 

There are already many ways that dealership teams can leverage AI to cut down on manual tasks and inform their decisions, and new tools are coming out weekly.   

In the same survey, DIS asked equipment dealers across North America how they are incorporating AI into their day-to-day operations. Their answers point to a growing trend of using AI to streamline manual responsibilities, including daily communications, market-trend research, and document management. At the same time, some dealers noted that they still approach AI-generated information cautiously, taking it with a healthy grain of salt. 

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Is the Dealership of 2026 Going to Be Run by Robots? 

A common concern that comes up when discussing AI and its uses is whether the technology will replace humans. What the results of this survey suggest is that as it currently stands, AI tools require a critical human at the helm, and people aren’t ready to say goodbye to person-to-person interaction in the dealership.  

Success comes from striking a balance between leveraging emerging AI technologies and applying emotional intelligence to maintain the personal touch that forms the basis of customer relationships. 

Here’s a high-level breakdown of where you can win with AI and where you need emotional intelligence:  

Artificial Intelligence 

Leveraging data, algorithms and computational power to automate tasks, analyze patterns, and make smart decisions. There are a number of areas in the dealership that can benefit from AI tools, and dealership technology providers are already exploring these opportunities.  

  • Parts Stocking and Inventory Management: By analyzing historical sales data and predicting demand patterns, you can optimize inventory levels to ensure the right parts are available when needed. A data-driven approach to inventory helps reduce excess stock and the costs associated with carrying more inventory than necessary. 
  • Service: Service operations can be streamlined through automated time clocking and labor rounding. These tools enhance accuracy, reduce costs, and support a more efficient workflow for technicians and managers alike. 
  • Customer Trends Analysis: Get deeper insights into purchasing behavior and emerging trends. With this information, you can tailor your marketing strategy and provide personalized recommendations that align with the evolving needs of your customers. 
  • OEM Integrations: Streamlining service and aftermarket support, parts management, predictive maintenance, invoicing, and more.  

Emotional Intelligence 

Understanding and managing emotions, both one’s own and those of others. You need EI to build strong interpersonal relationships, empathy, and effective communications.   

To sum it up: AI uses data. EI uses intuition. Dealers need a balance of both to deliver service excellence and maintain strong customer relationships. 

Looking Forward 

The AI game is changing rapidly, but one thing is clear: although today’s AI tools still have limitations, forward-thinking dealers are exploring practical use cases for AI and evaluating the pros and cons of implementing tools that use it.  

Read the 2026 Equipment Dealership Technology Trends Report 

Dive into the key market trends shaping the equipment dealership landscape in 2026. From analytics to AI to automation and beyond, this your roadmap to the equipment dealership landscape in 2026.  

Read the report here.