Artificial Intelligence (AI) is no longer just a buzzword. It’s quickly becoming one of the most powerful tools dealerships can use to save time, improve efficiency, and create better customer experiences.
In a recent episode of the Dealership Fixit Podcast, I sat down with Brent Wees, certified AI trainer, marketing strategist, and the guy behind IdeaMeetPlan. Brent has been on the gas teaching dealers and vendors how to adopt AI in simple, practical ways. What he shared is exactly what powersports dealers need to hear right now.
Brent explained that one of the biggest mistakes dealerships make with AI is asking it to “fix everything.” That’s too big of a question. Instead, start with one department or one task. Pick a job you or your team do every day that eats up time, like writing follow-up emails, creating a blog post, or even putting together training outlines.
The goal is quick, repeatable wins. Small improvements stack up fast, and once you see how much time you save, you’ll be ready to add AI into other parts of the store.
Dealers often ask, “Is AI really intelligent?” Brent’s answer is simple: treat it like a new staff member. It’s not going to magically know your dealership’s way of doing business. You have to train it. That means feeding it your store’s brochures, About Us page, and even examples of the tone and voice you want it to use.
Believe it or not, the best staff members to do this are the guys that have 10,15 or 20 years of experience in working in dealerships because they know so much. They can prompt (instruct) better than anyone if they can get it out of their heads and into the AI model.
The more you give it, the better it works. If you only type, “write me a blog about a 2020 Street Glide,” you’ll get generic results. But if you tell AI, “You are a copywriter who specializes in Harley-Davidson motorcycles. Write in our brand’s voice using technical details, keep it to 600 words, and avoid filler,” now you’ve got something that feels like it came from your dealership.
Brent teaches a simple framework for better AI prompts called RIPE:
This simple formula turns vague AI outputs into useful, dealership-ready work.
Another smart tip Brent shared is the idea of creating AI “agents.” These are like mini assistants that run the same great prompt repeatedly. For example, you can build an agent that always writes your monthly blog post, one that creates follow-up emails, and another that helps prep inventory descriptions.
Instead of digging through old threads to find that perfect prompt, agents keep your best instructions saved and ready. Over time, you’ll have a small army of AI helpers doing repetitive work for your dealership.
We’ve even heard of dealers using specific built agents for help in HR, comp plans & payroll, parts ordering and other areas of the dealership specific to a role.
So which jobs inside a dealership can benefit most right away? Brent points to:
The key is not replacing people but freeing them up to focus on selling and serving customers.
One of the hardest-hitting points Brent made is the risk of waiting. If a dealership ignores AI for a year while their competitor leans in, the gap will be huge. The competitor will be producing more content, reaching more customers, and running faster operations.
The good news is that the learning curve is short. Dealers who start now, one task at a time, will quickly see the benefits.
AI is not here to replace people in the dealership. It’s here to take the repetitive, time-consuming work off your plate so your staff can do what they do best: sell bikes and build relationships.
As Brent put it, “Start somewhere. Get your reps in. Small wins turn into big wins.”
If you want to hear the full conversation with Brent Wees, check out the latest The Dealership Fixit Podcast on Spotify, Apple, or YouTube.
About the Author
Jacob Berry is the Co-founder and VP of Growth at Motohunt, host of the Dealership Fixit Podcast, and an advisor to powersports and motorcycle dealerships across the U.S. He works with dealers to improve operations, grow used inventory, and maximize digital marketing performance.
About MotoHunt
MotoHunt is a leading platform for powersports dealerships, offering advanced inventory intelligence, appraisal tools, and lead generation technology. We’re committed to helping dealerships streamline operations, improve accuracy, and move inventory with confidence.
For questions, press inquiries:
📧 jacob@motohunt.com
🌐 dealers.motohunt.com
Episode Links:
Youtube: https://youtu.be/xuwXvsZZ2xs
Spotify: https://open.spotify.com/episode/1gidIhG0DkD35TZNInF0RF?si=bVEdwisXR6WEYxZEdTdsww