Chat bots and artificial intelligence making headway in the car industry

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This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

The buying and selling scenario has changed with the use of artificial intelligence systems. According to a study by LiveChat, a company focused on the development of chat bots for different industries, the trend for the use of chat bots to verify information online is having a favorable impact on the automotive companies that use it. A situation that begins to impact the concessionaires located in Mexico.

“We have transformed the digital channel of many dealerships in Latin America, even making it the main sales channel. Our services will be very successful in Mexico, where the online consumer is increasingly advanced,” says Andi Snitcofsky, co-founder of Leadaki, a company focused on generating online conversations.

The success is due to the tendency that exists on the part of the users who are looking for a new car, who, before buying, inform themselves, compare each product, and seek opinions from other customers who have already acquired a vehicle. In this way, the sale that originates and develops in a digital environment, usually closes in a traditional physical space.

“Today, 90% of the buyers research on the Internet about the performance and specifications of the car they are interested in, they look for offers and they find out the value of their current car if they deliver it as part of payment. This implies that the concessionaires require precise information on the relationship between online activity and visits to their physical offices in order to increase the chances that the user who clicked on their advertisement or completed a web form ends up crossing the door of their dealership,” says Snitcofsky.

For his part, Nicolás Maslo, director of sales for Mexico of Headway, a company focused on digital campaigns, states that, “To reach the customer at the moment he is looking for information that is fundamental to channel the purchase to the physical dealership and it is exactly where the Companies must seek to arrive. ” In addition, Maslo highlighted the partnership that both companies made to reach more companies in the national territory.

Leadaki exemplifies the functionality of these tools enunciating a success story he had with Renault Mapemfi, where thanks to its technology and detailed monitoring of its audiences, achieved an increase of more than 300% in customer results, which resulted in sales of cars through the digital channel.

However, the trend for the use of tools of this type is adopted by several companies in the world.

Kia launched in November 2017 a chatbot that talks to potential customers through its Facebook page. Thanks to this launch, he managed to receive three times more conversations than on the brand’s main page. “With the information and doubts that arrive at the digital platform, an ad campaign has been started targeting more precise targets, in order to solve the doubts of the users and thus improve the customer service,” he says in an interview with Digiday, Nathaly. Choy, North America marketing manager for Kia.

That is why the specialists specify that the use of these tools can mean a clear differential when making a purchase.

“80% of users say that the Internet is their first reference when they need information and 7 out of 10 admit that they consult the web at some point before making the purchase,” says Snitcofsky, who takes up the information of a report made by Google, which analyzes the behavior of Latin American users when buying and reporting online.

This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

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Acerca de Lucas Vargas:

  • Empezó en Grupo ZAP como el VP de Sales y en 2016 cuando la empresa tenía 60 empleados. Fue nombrado COO de VivaReal tomando el mando de Brian Requarth el Co-Fundador. VivaReal lanzó en Colombia y se trasladó a Brasil. En 2017 se hizo CEO del Grupo ZAP.
  • Ha trabajado en Mexico en PWC y en el Banco Santander
  • Tiene un Master de Business Administration de Harvard
  • En noviembre este año después de la fusión de OLX Brasil y Grupo ZAP fue nombrado el CEO del OLX Business Unit. Lidera la empresa junto con Andries Oudshoorn y Marcos Leite
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Simon Baker is the Founder and Executive Chairman of Online Marketplaces and Property Portal Watch. Involved with property portals for 15 years, he’s a well-recognized expert and industry consultant.
As former CEO/MD of the REA Group for 8 years, Simon led the group to its current market-leading position. When he joined REA Group in 2001, it had $4m in revenues, $6m in losses and an $8m market cap.
By 2008, the company presided over $155m in revenues, $35m in EBITDA and enjoyed a peak market cap of $1b. Simon is currently Chairman of the Mitula Group and Real Estate Investar and a serial portal founder and, investor.