Hmm

...

in the store, and they're, and they seem so fragmented at times.

We've got, um, CDPs and CRMs and, a- and DMSs.

There's just so many vendors.

And I was looking for ways to, to just either eliminate some of these vendors or to find ways to, to use AI in a practical application, which it started out, everyone was u- writing emails and, and, you know, maybe writing letters and stuff like that.

And it was, it was good at that, but I was really looking for something that, that I could improve the dealership with, improve efficiencies with-

Mm-hmm

Yeah.

Um, but I think now it's get your, get your teams involved.

Like, like I said before, go, you know, it...

Start with the problem.

Find a problem or a pain point or something that you need to fix and set about finding a way to fix it and resolve that problem, but get your team.

Make them part of it.

And I think what I've found is I've got a lot of people on staff already that are really good at AI, and they're, they're more than, you know, happy to help out in some of the things that I've been working on.

Given how much you've built since then, brief five months, is that still the right first step, or has that first step, uh, advice evolved, Mike? What would you say to a dealer today about where to begin?

What was the business need that caused you to say, hey, I'm going to build this tool? And then what is the tool?

Well, I wouldn't say it started out as a business need only because it was it was a best idea session.

You know, I was I'm in 220 groups.

So I'm a NADA Academy graduate and.

joins or my dealer has been in the BMW IBO 120 group for many, many years.

I'm currently the chairman of the NADA IBO 120 group and I'm also a member of INT1 which is an internet marketing, digital marketing group which is a great group of very intelligent people on the marketing side.

There's obviously been a lot of talk in that particular group about AEO, GEO, and where search is heading because they live and die in GA4.

how long did it take to create that tool?