đź’¬ Tech Talk at SXSW

Trends at South By Southwest, DIY Training Coach, and AI Meets F&I

March 11, 2025

“When technology gets better, creativity gets better. When creativity gets better, technology gets better.”

—Mihir Vaidya, Chief Strategy Officer at Electronic Arts

The AI Breakdown

Big Ideas at SXSW

At SXSW 2025, AI isn’t just a topic—it’s the topic. From business applications to privacy concerns, discussions are digging into how AI is reshaping industries, including retail auto.

AI’s Role in EV Innovation

Rivian’s CEO joined the discussion to highlight how AI is transforming electric vehicles. From predictive maintenance to smarter charging networks, AI is playing a crucial role in improving EV adoption and infrastructure.

One key takeaway? AI-driven battery management systems will optimize EV efficiency, helping consumers get the most out of every charge.

Startups Leading the Charge

AI-powered automation was a major theme at this year’s 17th Annual SXSW Pitch competition.

Contoro’s AI-driven robotics, for example, streamline warehouse logistics by autonomously unloading trucks—something that could revolutionize vehicle distribution and parts management.

Meanwhile, Polygraf AI (winner of Best in Show) focuses on AI-generated content verification, a timely solution as digital misinformation and deepfakes become more prevalent.

Privacy and Ethical Concerns

Not everyone is fully bought in though. Meredith Whittaker, President of Signal, raised alarms about agentic AI—systems that operate independently from human input. She warned these AI tools could compromise security by handling sensitive data without adequate oversight.

SXSW is going on all week, so we’re sure there will be plenty more AI talk to come. Wanna learn more? Tune into the live-stream here.

Prompt of the Week

Improving an F&I pitch is all about making the value clear, and AI can help fine-tune your approach in real-time.

Instead of guessing what worked and what didn’t, AI tools can help provide instant feedback by analyzing either live audio or transcripts of sales conversation. Just upload a video or text file and AI can highlight what worked, what didn’t, and how to refine your approach for better results.

Think of it as your personal F&I coach.

Here is my F&I presentation to a customer (text or audio file attached). The customer was undecided and eventually declined the extended warranty and maintenance plan. Analyze my approach and dialogue – where did I handle the customer’s objections well, and where did I miss opportunities? Point out any statements or timing that could be improved, and suggest how I might better explain the value of the products to overcome the customer’s hesitancy.

Fresh Finds for Auto Pros

  • Sales & Lead Management: Clay

    Automates lead sourcing and enrichment, pulling real-time data to personalize outbound sales at scale. It streamlines prospecting by integrating multiple data sources, making outreach more efficient and targeted.
     

  • Marketing & Advertising: AdCreative

    Helps businesses create data-driven visuals and text for ads based on your brand and campaign goals to optimize performance while saving time on copy and design.
     

  • Content Creation: Rytr

    A writing assistant that helps users generate content for emails, blogs, ads, and more by using pre-set templates and customizable tones, and claims to sound less like a robot.

Hear from the Expert

AI Meets F&I

Margins are tightening, competition is fierce, and the role of Finance & Insurance in dealership profitability has never been more critical.

Adam Marburger, CEO of Ascent Dealer Services, recently laid out a clear game plan to maneuver these challenges with continuous training and AI integration.

Why F&I is Under Pressure

New car sales might be climbing, but profits aren’t what they used to be. Marburger didn’t sugarcoat it: “There’s more pressure on F&I this year than in a very long time.” With $2,000 per vehicle as a benchmark for a strong F&I department, the stakes are high. Dealers can no longer rely on front-end grosses—they need F&I and fixed operations firing on all cylinders.

Training: The Make-or-Break Factor

Too many F&I managers are operating on outdated knowledge, and Marburger sees that as a major problem. “There are dealers that are desperately seeking training from their providers, and they’re not getting it. And it’s criminal.” He draws a line between trainers (who drop in occasionally) and coaches (who are embedded in daily operations). His approach? In-store visits, virtual meetings, and one-on-one coaching to ensure performance keeps improving.

AI: The Game-Changer in F&I

AI isn’t replacing F&I professionals—it’s making them better. Marburger has partnered with a company using AI-powered transaction analysis that records audio from deals, transcribes conversations, and flags missed opportunities.

“Embrace AI. It helps you with training content. You can fix problems quickly with AI,” he emphasized.

While AI’s full potential in F&I is still unfolding, Marburger believes the dealerships that adopt, train, and refine their strategies now will be the ones leading the pack in the next decade. The message is clear: The old way of doing things simply won’t cut it anymore.

(We recently caught up with Adam at Public Policy Day. Find out why trust and relationships matter more than ever in F&I here, and how he says Martial Arts has helped him succeed here.

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