"Guaranteed human" — How AI makes connection critical | Joey Zanetis, EVP iHeart Media Automotive
About this episode
Joey Zanitis of iHeart Media Automotive argues that as AI personalizes content, people still crave “guaranteed human” trust—especially for big purchases like cars. He cites consumer study data showing heavy AI use but an even stronger preference for human voices and trusted recommendations. The conversation contrasts machine efficiency with human judgment, highlights the role of brand health in avoiding a lead-race downward spiral, and explains why audio matters (including podcasts, broadcast influencers, and cross-platform reach). Dealers are urged to invest in authentic, audience-fit storytelling rather than generic messaging.
AI is rapidly changing the automotive retail landscape. The question isn't whether it will impact your car dealership, but how to leverage it without alienating your customers. Are you ready to integrate AI in a way that amplifies, rather than diminishes, human connection and trust?
In this episode, you will learn:
- Why 90% of consumers still prefer human interaction even while using AI.
- How to use AI to drive "auto un-intenders" – high-value customers who aren't actively shopping – to your store.
- The critical role of brand health in retaining loyal customers and avoiding the "race to the bottom" on pricing.
- Practical strategies to make your dealership more accessible to your target audience using audio channels.
Joey Zanetis, Executive Vice President at iHeart Media Automotive, shares insights from extensive consumer studies on bridging the gap between cutting-edge AI and the timeless need for human connection in sales.
Timestamps
00:00 Intro
00:53 Guaranteed Human Explained
04:00 Redefining Smart in AI
06:48 Human vs Machine Trust
08:00 Influencers and Honest Reviews
11:01 Brand Health and Trust
15:32 Cross Platform Audio Strategy
20:18 Auto Unintenders and Profit
22:36 Podcast Outro
iHeart Media Automotive
"All right, gang, we are here, the dealer playbook live at NADA, hosted by iHeart Media Automotive"
iHeart Media Automotive is iHeart’s part of the business that focuses on car-related advertising and content. They’re talking about how to use AI while still keeping the message human.
iHeart Media Automotive is iHeart’s automotive-focused media division. In this episode, it’s central because the guest is EVP there and the conversation ties AI targeting and “trusted voices” to dealership messaging.
NADA
"All right, gang, we are here, the dealer playbook live at NADA, hosted by iHeart Media Automotive"
NADA is a big U.S. dealer organization. When the show says it’s “live at NADA,” it means the talk is geared toward how car dealerships run and sell cars.
NADA refers to the National Automobile Dealers Association, a major U.S. organization for car dealerships. The “dealer playbook live at NADA” framing signals the discussion is aimed at dealership operations and sales strategy.
guaranteed human
"What are you finding this day and age when there's so much hype or zealotry to come through the middle with a sentiment that I've heard you say, which is guaranteed human? Tell me about that. What does it mean?"
“Guaranteed human” means people still want to hear from a real person, not just an automated system. Even with AI, the best results come when a human delivers or backs up the message.
“Guaranteed human” is presented as a core value: even as AI and algorithms personalize content, consumers still want messages delivered by a real, trusted person. In dealership terms, it implies that human-led outreach (salespeople, advisors, or branded human voices) can outperform purely automated AI messaging.
AI
"Yeah, guaranteed human is a core value for us at iHeart now that we're talking about a lot. And it's because of the evolution of AI and the way people are targeted with algorithms"
AI is computer technology that helps figure out what people are likely to want. The episode’s point is that AI can personalize ads, but many shoppers still trust real people more.
AI here refers to algorithmic targeting and content curation used to personalize marketing. The key point is that AI can make data “smarter,” but consumers still prefer trusted human voices for recommendations and media.
algorithms
"it's because of the evolution of AI and the way people are targeted with algorithms and all those things that happen"
Algorithms are the “decision rules” computers use to choose what you see online. In this context, they’re used for targeting ads, but the show argues people still want human trust.
Algorithms are the rule-based or learned systems that decide what content or ads a person sees. The guest frames them as part of how consumers are targeted, and contrasts that with the need for human-delivered trust in automotive marketing.
high interest rates
"there's an interesting, we're an interesting moment where there's a lot of people out there that have been told that it's not been a good time to buy a car, right? Whether it's high interest rates"
High interest rates make car loans more expensive. That can make people feel like they shouldn’t buy right now.
High interest rates increase the cost of financing a vehicle, often reducing affordability and slowing sales. The guest lists it as one of the reasons consumers have been told “it’s not a good time to buy a car.”
low inventory
"or whatever it is, low inventory for a time, everything else. They've been told these stories"
Low inventory means fewer vehicles available for sale, which can push prices up and limit choice. The episode uses it as part of the broader narrative that shoppers have been told not to buy, affecting how dealers should communicate availability and next steps.
trusted voice
"they're waiting for a trusted voice, a human, a person that they feel as a friend of theirs to tell them, hey, it's okay, [156.2s] you know? Now is a good time."
A “trusted voice” is a credible advisor or communicator the customer believes has their best interests in mind. In automotive retail, this can translate to salespeople, brand experts, or curated recommendations that reduce uncertainty during the buying process.
human connection
"a human, a person that they feel as a friend of theirs to tell them, hey, it's okay, [156.2s] you know? Now is a good time. So it's driving more of that connection with high value consumers"
“Human connection” here refers to trust-building interactions between buyers and advisors/sales staff. The speaker argues AI should act as a catalyst to speed up and strengthen that relationship, especially for high-value customers.
car purchase
"it's innate within us that everybody wants to connect, especially with purchase decisions, [204.1s] things that are large like a car purchase, a vehicle purchase. You want to hear that recommendation from a friend."
Buying a car is a big decision, so people want to feel confident. This segment is saying that even with AI, buyers still want a trusted person to guide them.
A car purchase is a high-stakes, high-consideration buying decision, so trust and reassurance matter as much as price and specs. The discussion frames AI as supporting that trust rather than replacing it.
hospitality
"It's so important. Hospitality is important. As our guest earlier, Jeff Swickard was talking about [234.1s] at stores and that all comes through human connection."
“Hospitality” in a dealership context means the service mindset—how staff welcome customers, communicate, and make the experience comfortable. The segment ties hospitality directly to human connection as a driver of sales outcomes.
Nvidia
"I was recently, I saw a video of, [249.2s] I'm going to say his name wrong, Jensen Hewing, the CEO of Nvidia. He's been all over the place, [256.3s] right? Talking about AI."
Nvidia is a major AI and semiconductor company whose leadership frequently shapes public discussion about AI capabilities and definitions of “smart.” The speaker uses Nvidia’s CEO as an example to connect AI’s changing role with the need for trust and guidance in buying.
GPT
"which is, okay, but you know, like GPT, right? Have you ever had GPT tell you your idea sucks? It's at least a pivot."
GPT is a type of AI that can write and talk like a chatbot. Here it’s mentioned as an example of AI responding to your ideas in a way that might feel harsh or unhelpful compared to a human.
GPT refers to a family of large language models (generative AI) that can produce text and respond to prompts. In the context of the conversation, it’s used as an example of AI giving feedback that may not align with human judgment.
street smarts
"It's all about human connection. And it's street smarts coming back, right? And it's human connection."
Street smarts are the practical instincts you build from experience. The speaker is arguing that this kind of judgment is hard for AI to replicate.
“Street smarts” refers to practical, real-world judgment gained through experience rather than formal knowledge. In the conversation, it’s positioned as the human advantage that helps interpret situations and make better decisions than a purely algorithmic approach.
autopilot
"You know, it's like somebody might argue, well, I can trust a machine. I mean, pilots trust autopilot. Yeah. Right. But there's a difference here."
Autopilot is a system in some planes that helps fly automatically. The point being made is that it can be reliable for routine control, but humans still matter for judgment and context.
Autopilot is an aircraft assistance system that can control parts of flight automatically. The analogy is about trusting automation for small, controlled margins of error versus relying on human judgment for nuanced decisions.
Hyundai Santa Fe
"So if she's looking at the new tell you ride or a Santa Fe or whatever the vehicle might be, it's through the lens of I'm a mom, I understand what you're going through."
The Hyundai Santa Fe is a popular family SUV. The point here is that someone who understands a certain lifestyle (like being a mom) can explain which features matter to people like them.
The Hyundai Santa Fe is a mainstream midsize SUV known for being practical and family-friendly. In this segment, it’s used as an example of how a “human lens” (like a car mom influencer) can make vehicle advice feel relevant to specific buyers.
Revzilla
"Well, so does Revzilla. I think that's the name of the brand. Revzilla wants to sell every helmet they carry every glove line, every pant, writing pan, every writing shoe."
RevZilla is a well-known online retailer for motorcycle gear, including helmets, gloves, riding pants, and boots. The segment highlights their content style—talking about what’s good and what’s not—to build trust and help customers choose the right product.
brand health
"that we see is that when you have that brand health and you have that trust, you're having those right conversations and doing them in the right way, all that other stuff works better."
Brand health is basically how people feel about a dealership or brand. If people trust it and like it, they’re more likely to listen and buy.
Brand health is a measure of how customers perceive a dealership or automotive brand—often tied to reputation, consistency, and trust. The episode frames it as a leading indicator: strong brand health leads to better conversations and smoother sales outcomes.
highest value people coming to talk to me
"So no matter what's happening, I get the highest value people coming to talk to me because they trust me and they believe in me."
They’re saying when people trust you, you get better customers—people who are actually ready to talk and buy. It’s not just about getting more leads.
This describes how strong brand trust can attract more qualified customers—people who are more likely to buy and less likely to waste time. In dealership terms, it’s about improving lead quality, not just lead volume.
measure all you want
"And I think you said something the other day when we were talking that really resonated with me was that you can measure all you want, the people that are coming in to your business and coming in all the time."
The segment contrasts measurable marketing/traffic metrics with the harder-to-quantify human factors that drive sales. It implies that analytics alone can’t fully capture customer trust, fit, and relationship strength.
media mix
"For dealers, how should they be thinking about audio? Where does that fit in the mix? Where, you know, we often have this divide where it's like, oh, that's the new age guy. [944.1s] He's the podcaster. And then there's traditional."
A “media mix” just means you don’t market in only one place. You use several channels together so the right people see your message.
“Media mix” refers to using multiple channels together—like podcasts, broadcast, and social video—rather than relying on just one format. For dealers, it’s about matching the message to where customers actually spend time and pay attention.
TikTok
"We recently did a deal with TikTok, with TikTok creators and doing segments in broadcast and also in podcast."
TikTok is a popular app for short videos. The point here is that dealers can reach customers there too, not just through podcasts or radio.
TikTok is a short-form video platform where creators and brands reach audiences through trends and algorithm-driven discovery. The segment highlights using TikTok creators alongside podcast/broadcast to extend dealer messaging beyond traditional audio.
cross-platform
"Yeah. Yeah. When I get the teenage going, I'm going to be, I'm going to get all of those ones. I'm sure. But I think the cross-platform stuff is so important because people consume the media and the audio in all of those platforms."
“Cross-platform” means showing up on more than one app or channel. The idea is to meet people where they already are.
“Cross-platform” means distributing the same brand message across multiple platforms (podcast, broadcast, TikTok, etc.) so audiences encounter it repeatedly in different contexts. The goal is consistent reach and recognition, not one-off posts.
emotional large purchase
"Very emotional. Yep. And it drives and that's really why for the car business specifically, it's so important. This is an emotional large purchase for most people."
A lot of people don’t just buy a car based on specs. They want to feel good about the choice, and that’s why trust and reassurance matter so much in the buying process.
Buying a car is often framed as an emotional decision, not just a rational one. Dealers and marketers try to create trust and reassurance so the buyer feels confident and happy after purchase.
trusted recommendation
"They want a trusted recommendation. They want it to feel good. They want to connect with somebody and feel like it was the right thing to do and they want to be happy about it."
A trusted recommendation is the idea that buyers want guidance from someone they believe has their best interests in mind. In automotive retail, this often means salespeople, reviews, and dealership processes that reduce uncertainty.
video reviews
"Even think about, okay, we do video reviews. I mean, there is something to showing, hey, look at this. Imagine audio reviews of your favorite of a vehicle that you're considering."
Video reviews are online clips where someone shows a car and talks about it. The point here is that audio reviews could work too—especially when you’re already in the car.
Video reviews are content formats where the reviewer shows the vehicle visually while explaining features and answering questions. The segment suggests audio-only reviews could be similarly useful by letting shoppers “hear” answers while they’re in motion.
audio reviews
"Imagine audio reviews of your favorite of a vehicle that you're considering. Yeah. That you can just throw an air and your bud in or whatever it is. And hear about the questions you have, have those questions answered."
Audio reviews are like listening to someone talk through a car—what it’s like, what to watch for, and answers to questions. The idea is you could listen while you’re in the car instead of watching a video.
Audio reviews are a proposed alternative to video reviews—focused on narration, Q&A, and feature explanations. The segment argues they could be immersive and convenient for shoppers who are already consuming media while driving.
owning the car as a way to capitalize on audio
"We talk about owning the car as a way to capitalize on audio. And it's, we say it like, it's like if Crest could advertise in the mirror in the bathroom to somebody with yellow teeth."
The idea is that once you own a car, it becomes a place where you spend a lot of time listening to audio. So brands could reach you while you’re driving or riding.
The segment describes using the car ownership experience as an advertising and content platform—because drivers and passengers spend time in the vehicle consuming audio. This reframes the car from just transportation into a media channel.
advertising in the car
"So advertising in the car just makes sense. Right. When they're looking at nicer ones going by, when they're thinking about how theirs is old, all that stuff, it is the place to be coupled with the trust."
This is about showing ads or messages inside the vehicle—on screens or through audio. The argument is that it’s effective because you’re already paying attention while you’re in the car.
“Advertising in the car” refers to delivering targeted messages to occupants via in-vehicle screens, mirrors, or audio systems. The segment ties it to timing and context—when people are looking at the car around them and thinking about their purchase.
place to be coupled with the trust
"it is the place to be coupled with the trust. Then you have that intent. I love that one. That, that is such a good point."
The point is that ads alone aren’t enough—people need to trust where the message is coming from. In car buying, trust can come from real explanations and credible recommendations.
This phrase suggests that advertising works better when it’s paired with trust-building elements. In automotive retail, that could mean combining marketing with credible reviews, dealership transparency, or human guidance.
auto intenders
"“I called the auto intenders. These are the people that are going to buy a car, but they don't know it yet.”"
This is a term for people who are probably going to buy a car soon, but they’re not fully committed yet. The goal is to build trust so they choose you when they’re ready.
“Auto intenders” are shoppers who are already likely to buy a car, but they haven’t fully decided yet. The idea is that trust and credibility can convert that latent intent into an actual purchase decision.
accessibility
"“It's an accessibility thing, which we need more and more and more of.”"
Accessibility here means how easy it is for customers to get help and information from you. The better you are at that, the more likely they are to choose you.
In this context, “accessibility” is how easily shoppers can reach the dealership and get useful, decision-supporting information. The speaker frames it as increasingly important because customers expect fast, clear, trustworthy guidance.
target audience
"“How accessible can I become to my target audience with the information that will actually help”"
“Target audience” means the specific group of shoppers the dealership is trying to reach with its marketing and messaging. The speaker emphasizes improving accessibility with information that’s actually helpful to that group.
influencers
"[1311.5s] get involved. Not everybody wants to do it. We use the influencers, but [1314.9s] you know, it's that authenticity that you talked about that really drives it."
Influencers are people on social media who have followers and can recommend things. Dealers use them to get in front of car shoppers in a more personal, less “salesy” way.
Influencers are third-party creators who promote products or experiences to their audience. In the dealer world, they’re often used to reach shoppers in a more relatable way than traditional ads, especially when the goal is to build trust and engagement.
authenticity
"[1311.5s] get involved. Not everybody wants to do it. We use the influencers, but [1314.9s] you know, it's that authenticity that you talked about that really drives it."
“Authenticity” is basically making sure the message feels genuine, not like a scripted ad. In car shopping, people trust sellers more when they feel like they’re hearing the truth from real people.
In automotive marketing, “authenticity” means the message feels real and comes from credible voices rather than sounding like generic dealership advertising. Dealers often try to use real experiences, local context, and consistent messaging to build trust with shoppers.
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