Data collection and AI have completely changed how dealerships market and connect with shoppers. But while marketing teams have benefitted from advanced analytics, predictive modeling, and automation, sales teams are often left with messy and disjointed data.
It’s time for that to change.
Because while data will never replace the human element in sales, data can absolutely empower salespeople if used properly, helping you earn trust faster, build stronger relationships, and ultimately, close more deals.
Sales Will Always Be About People — But Better Data Makes Better Relationships
Brad Title, President of Gubagoo, has spent his career helping dealerships use technology to communicate more effectively with their customers. In a recent conversation with
Automotive News, Title discussed how AI and unified data are changing automotive sales, and emphasized that sales has always been about people — and data makes those connections stronger.
“When you provide salespeople with timely data, they can foster deeper connections with customers,” Title explains. “Data can give a salesperson a more complete picture of where a customer is on their buying journey, what they care about and what barriers might stand in the way of a deal. That’s how you build trust and close more deals.”
When sales teams understand every part of a customer’s story, they can have conversations that feel personal, not scripted.
Making Data Actionable
Of course, just handing a salesperson more data doesn’t automatically make things easier and more effective. The key, Title says, is meeting them where they already work: the CRM.
“It’s true that just giving your sales team a pile of data doesn’t move the needle,” he says. “When unified and enriched customer data is woven directly into familiar workflows, it takes away the guesswork and makes it easy for the sales staff to use those insights naturally.”
And that's exactly what a Unified Intelligence Engine
like
Curator does.
Instead of adding more data siloes and logins to remember, Curator’s clean and connected customer insights are injected directly into the dealership’s existing tools. AI-driven recommendations help guide emails, text templates, and talk tracks. Fully personalized with the latest and most relevant details, Curator empowers salespeople to connect faster and more confidently from the CRM they’re already familiar with.
AI That Works Behind the Scenes
Title stresses that AI isn’t replacing salespeople — it’s giving them a head start. And you’re likely to hear similar messaging in the buildup to and during
NADA Show 2026, but with Curator, that message is more than just talk.
A great example is when it comes to customer research before and during prospect follow-up. By analyzing unified customer profiles, Curator’s AI identifies the best follow-up times, tailors the messaging based on historical data, and even drafts personalized communications for every situation.
“AI is most powerful when it removes friction,” Title explains. “It lets sales teams spend less time researching and more time doing what they do best — connecting with customers and selling cars.”
Unified Data Delivers a Connected Message
Unified data unlocks deeper dealership efficiency, but what does that mean? Curator creates alignment across sales, service, and marketing with a single unified customer profile, giving everyone access to the same customer story, the same insights, and the same opportunities.
With visibility into each shopper’s website activity, a timeline of every interaction, and a complete view of their household and overall business value, your team has everything they need to deliver the perfect response at every step of the process.
The result? Fewer dropped handoffs, enhanced leads, and more meaningful interactions.
“You’ll know it’s working when your team spends less time searching for information and more time engaging with customers,” Title says.
The Future of AI Sales Enablement
Breaking down siloed data and injecting smarter tools directly into existing processes is a look into the future of connected, successful systems.
With Curator’s Unified Intelligence Engine, sales teams can finally put their data in action, using it with the context and confidence they need to deliver the best customer experience possible.
Because when your people are equipped with clean and connected data, every conversation becomes a valuable opportunity to sell smarter.