It feels like yesterday when Curator was first announced at Brian Pasch's 2024 Modern Retailing Conference. Shortly after, it made its official debut at NADA 2025 as the industry’s first Unified Intelligence Engine, and now we’re back with Pasch at NADA 2026.
Pasch stopped by the Gubagoo booth to chat with Brooke Wood, Product Manager at Gubagoo, to take a closer look at how Curator’s unified data directly impacts dealership performance.
“Everyone at the show’s saying AI this, AI that. But without clean data, without accurate data, AI will get us in more trouble than actually helping business outcomes.” - Brian Pasch
Most dealerships fail to fully leverage their first-party data when they’re working from multiple disconnected systems:
CRM
DMS
Website
Inventory feeds
Over time, these systems get messy with duplicate records, incomplete contact details, and outdated vehicle information.
Curator connects all of these sources together, cleaning and enriching the data by:
The result? Clean, unified data that dealerships can actually act on.
Unified data is more than just cleaning your database. Curator puts that data in action by building audiences and activating personalized messaging that targets the right customers at the right time.
Supplied with clean data, Curator’s AI tools can build audiences using natural language prompts rather than complex filters, meaning dealers can create an audience just by describing it.
"Hey, give me everyone that bought a vehicle with me three years ago that looked at a vehicle on my website and has positive equity, and Curator will curate that audience for them.” - Brooke Wood
Unified data truly becomes powerful when it’s integrated directly into your workflow. For dealers using Reynolds’ FOCUS CRM, Curator’s unified data feeds directly into a Unified Customer Profile, giving sales teams a complete look at every customer, including:
-
Relevant campaigns
-
Timeline of all interactions
-
Website activity
-
AI analysis and summaries
-
AI-generated talk tracks and templates
Instead of a standard customer lead, your team is empowered with context and direction, giving them the best shot at every opportunity.
"Curator is an enabler. It helps them with connecting to their customers, it helps them be more efficient in their workflow, and it is deeply embedded in the CRM, where they live.” - Brooke Wood
Without a Unified Intelligence Engine like Curator, a dealership’s biggest advantage often lies buried under a messy pile of unusable data.
When your data is unified, your systems are clean and connected, your marketing campaigns are smarter and more dynamic, and your sales teams are empowered with real-time analysis. And most importantly, you’ve finally unlocked the true potential of your biggest asset, your first-party data.