Search Isn’t Being Replaced...It’s Evolving – How Dealers Win Search in the AI Era | Zach Billings, Co-Founder of Wikimotive
About this episode
Zach Billings, co-founder of Wikimotive, dives into the evolving role of AI in automotive search and how dealers can adapt in 2026. He explains that while AI tools like ChatGPT and Google's Gemini are gaining traction, traditional search remains dominant for local vehicle shopping. Zach emphasizes that dealer reputation and traditional SEO still drive visibility, as AI search currently represents a small fraction of traffic. He advises dealers to focus on authentic customer reviews, location relevance, and SEO content structured for AI to prepare for future shifts without over-investing prematurely.
GEO
"Between Pro and Anti, the notion of GEO, which is Generative Engine Optimization, for those not familiar with the term, it's the acronym being thrown around for optimizing for this."
GEO means using smart computer programs that can create and improve information to help people find and learn about cars better.
GEO stands for Generative Engine Optimization, a concept related to optimizing content or processes using generative AI technologies such as large language models (LLMs). It is used in automotive contexts for improving discovery and research.
LLMs
"People are using LLMs, and they are definitely using it for discovery and for research in automotive."
LLMs are smart computer programs that can read and write like people, helping with finding and understanding information about cars.
LLMs stands for Large Language Models, which are advanced AI systems trained on vast amounts of text data to understand and generate human-like language. They are increasingly used in automotive research and discovery.
Stellantis
"If you're Ford or GM or Stellantis,"
Stellantis is a big car company that owns brands like Jeep and Ram trucks.
Stellantis is a multinational automotive company formed from the merger of Fiat Chrysler Automobiles and PSA Group, owning brands like Jeep, Ram, Dodge, and Chrysler.
General Motors
"If you're Ford or GM or Stellantis,"
GM is a company that makes many kinds of cars and trucks, like Chevrolet.
General Motors (GM) is a large American car manufacturer that owns brands like Chevrolet, GMC, and Cadillac, producing a variety of vehicles including trucks and SUVs.
Chevrolet Silverado
"you care a whole lot about how the F-150, the Silverado,"
The Chevrolet Silverado is a big truck used for carrying heavy loads and everyday driving.
The Chevrolet Silverado is a full-size pickup truck known for its strong towing capability and wide range of trims and engines.
Ford F150
"If you're Ford or GM or Stellantis, you care a whole lot about how the F-150, the Silverado,"
The Ford F-150 is a big truck that many people use for work and daily driving.
The Ford F-150 is a full-size pickup truck known for its durability, capability, and popularity in the United States as a best-selling vehicle.
Honda Civic
"...Your schema data would be like a vehicle schema on a VDP would be like price, 35 grand, year, 2026, model, civic, etc."
The Honda Civic is a small car many people like because it doesn't use much gas and is dependable. The 2026 model means the version of the car made for that year.
The Honda Civic is a popular compact car model known for its reliability, fuel efficiency, and strong resale value. The mention of the 2026 model year indicates a future or current generation of this model.
transparent wholesale experience
"...using the power of people in AI to build a transparent wholesale experience."
It means the car buying process is clear and honest, so you know exactly what you're getting without surprises.
A transparent wholesale experience refers to a buying process where vehicle condition, pricing, and history are clearly disclosed and easy to understand, reducing uncertainty and risk for buyers and dealers.
OBD2 codes
"...high quality engine audio recordings and OBD2 codes decoded into plain English."
OBD2 codes are like error messages from your car's computer that tell you if something is wrong. Mechanics use special tools to read these codes and figure out what needs fixing.
OBD2 codes are standardized diagnostic trouble codes generated by a vehicle's onboard computer system. They help identify issues with the engine, transmission, and other systems by providing specific fault codes that can be read with a scanner.
predictive pricing
"Open Lane predictive pricing provides historical and future pricing guidance, allowing you to buy confidently."
It's a way to guess how much a car will cost in the future based on past prices, so you can decide the best time to buy or sell.
Predictive pricing uses historical data and algorithms to estimate future vehicle prices, helping buyers and sellers make informed decisions about when to buy or sell.
VDP
"If you take one of your VDPs, if you're on one of the major website platforms, this applies to you."
A VDP is a webpage where you can see all the details about a car someone is selling online, like pictures and price.
VDP stands for Vehicle Detail Page, which is a webpage dedicated to a specific car listing on automotive sales platforms. It typically includes detailed information, photos, and pricing for that vehicle.
CarMax
"in anticipating future AI search, like Carvana, like CarMax,"
CarMax is a big company that sells used cars at set prices, so you don't have to negotiate.
CarMax is a large used car retailer with physical locations across the U.S., known for no-haggle pricing and a wide selection of vehicles.
Carvana
"in anticipating future AI search, like Carvana, like CarMax,"
Carvana is a company that sells used cars online, letting you buy a car without going to a dealership.
Carvana is an online used car retailer known for its large inventory and car vending machines, offering a fully digital car buying experience.
SEO
""...this reputation piece, this location piece and this SEO really doubling down on this different type of SEO search.""
SEO means making your website show up higher when people search online, so more people visit your site.
SEO stands for Search Engine Optimization, which is the practice of improving the visibility and ranking of a website or web page in search engine results to attract more organic traffic.
ad spend
""Because I'll tell you, the biggest problem in automotive today is how do you take that ad spend and best use it to bring customers through that door?""
Ad spend is the money a business uses to pay for ads that help get customers to come in and buy cars.
Ad spend refers to the budget allocated by businesses, including car dealerships, to pay for advertising campaigns to attract potential customers.
Chrysler Saratoga
"...n the Albany market and 30 miles north of them in Saratoga Springs, New York, they're in position one for t..."
The Chrysler Saratoga is an older car made by Chrysler that was known for being comfortable and a bit fancy. People might talk about it because it was popular a long time ago and has a connection to the Saratoga Springs area.
The Chrysler Saratoga was a full-size car produced by Chrysler primarily during the mid-20th century, known for its blend of luxury and performance. It holds historical significance as a model that helped establish Chrysler's reputation in the upscale market segment. The mention likely relates to its connection to the Saratoga Springs area or its role in automotive history.
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