“We Built an AI Department” - Why Dealers Need a Real AI Strategy Anyway | Jeff Swickard, President/CEO of Swickard Auto Group
About this episode
Jeff Swickard, President and CEO of Swickard Auto Group, shares insights on integrating artificial intelligence into dealership operations. He discusses the establishment of an AI department to enhance customer experience and operational efficiency, emphasizing the importance of data integration and employee involvement in technology adoption. Swickard highlights the role of AI in sentiment analysis to improve service quality and the need for a balance between technology and human connection in the automotive industry. His forward-thinking approach aims to create memorable customer experiences while navigating the challenges of implementing new technologies.
Most dealers are talking about AI. Jeff Swickard is building an AI department inside his auto group.
In this special episode of The Dealer Playbook, Michael Cerullo sits down with Jeff Swickard, President & CEO of Swickard Auto Group, to unpack what it actually takes to operationalize AI inside a dealership group—without breaking culture, customer experience, or your tech stack.
Jeff shares how they built an enterprise data warehouse in Microsoft Azure, why integration is the real battle, and how they’re using agentic AI + sentiment analysis to protect and improve the guest experience—especially in service.
What you’ll learn:
- Why Swickard Auto Group created an internal AI department
- How an enterprise data warehouse solves “nothing integrates” chaos
- The role of APIs + bidirectional data feeds with the DMS and vendors
- Using AI to measure call quality + customer sentiment in a high-volume service contact center
- Why hospitality is the long-term differentiator (and how tech should support it)
- How to drive buy-in from employees and avoid “here we go again” resistance
- The real leadership skill: prioritization, iteration, and pivoting
- “Buy vs. build” in automotive tech—and how to know when to switch
If you’re a dealer principal, GM, fixed ops leader, or marketing/ops exec trying to figure out what AI actually means for your stores, this is a blueprint for how the best groups are approaching it.
Timestamps
00:00 Welcome & Meet Jeff Swickard
00:29 Why They Built an AI Department in a Dealer Group
02:03 Taming the Tech Stack: Enterprise Data Warehouse on Azure
03:34 AI + Hospitality: Using Sentiment Analysis to Elevate Service
06:23 Building It In-House: 2.5 Years to Connect the Data Sources
07:39 Getting Buy-In: Involving Employees Early & Prioritizing ROI
10:33 Forward-Thinking (and Stumbling): Learning, Predictive Analytics & People
13:30 Leadership Urgency: Staying Focused, Pivoting Fast & Buy vs. Build
16:13 Wrap-Up, Thanks, and Podcast Outro
Bentley Azure
"...e all of our customer data is housed in Microsoft Azure, which is a hosted platform. And it's managed th..."
The Bentley Azure is a very fancy car that can be driven with the top down. It's known for being super comfortable and stylish, often seen as a car for wealthy people who want to show off their taste.
The Bentley Azure is a luxury convertible that exemplifies British craftsmanship and opulence. Launched in the late 1990s, it features a powerful V8 engine and a lavish interior, making it a symbol of status and luxury in the automotive world.
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