AI tools like ChatGPT have become part of the marketing toolkit for many dealerships and agencies. They promise speed, efficiency, and endless content ideas. But here’s the catch: your customers can tell when your marketing has been written by a bot. And when the tone feels wrong, the facts aren’t quite accurate, or the message feels impersonal, you risk doing more harm than good.
The Problems AI Is Creating in Automotive Marketing
While AI has huge potential, it’s also introducing issues into dealership marketing that can erode trust and cut into results. The most common?
Errors & Misinformation: AI sometimes “hallucinates”. Confidently making up facts. In automotive, this can mean incorrect specs, wrong fuel types, or outdated finance offers. One wrong detail can instantly lose credibility with a buyer, and worse, put your dealership at risk of breaching ACCC advertising and consumer law. Accuracy isn’t just a brand issue; it’s a compliance one.
A Less Personal Feel: Generic AI content doesn’t know your customer base. It misses the nuance of speaking to a Tradie Hilux buyer vs. an EV Innovator family. Instead of resonating, it feels bland and disconnected.
Tone of Voice Misfires: AI defaults to American spelling, corporate-sounding language. That’s the opposite of what consumers want from their dealerships: Local, approachable, trustworthy, and human.
Over-Reliance on Templates: AI tools are the great equaliser, bringing automations and speed to small businesses, but what happens when every blog, ad, and social media caption starts sounding the same? You dilute your dealership’s unique positioning and risk blending in with competitors
How to Prevent These AI Pitfalls
The solution isn’t to avoid AI. It’s to use it properly. Here’s how to safeguard your brand and make sure your content works for you, not against you:
Set Clear Instructions: Don’t just ask AI to “write a blog on EVs.” Provide context: audience, personas, tone, dealership positioning, and brand values. The more detailed the prompt, the better the output.
Tell AI Where to Find the Correct Information
To prevent “hallucinations,” give AI explicit instructions about which sources to use. For example:
“Only use specs from the Ford Australia’s official website.”
“Cross-check finance information against current OEM campaigns and ACCC guidelines.”
This ensures outputs are anchored in verified information, not invented details.
Define Your Tone of Voice: Create a tone guide for AI to follow. For dealerships, that might mean:
Approachable and knowledgeable
Transparent, not pushy
Local, with references to community or PMA-specific insights
Human Review Is Non-Negotiable: AI is a co-pilot, not the driver. Best used as a sounding board and a creative partner. Always fact-check specs, offers, and incentives. Add personal touches and local knowledge only your dealership can provide.
Blend AI With Persona Research: Use AI to accelerate content, but ground it in real customer pain points. Whether that’s “how far can this EV go?” or “can this Prado tow my van?” That’s where AI stops sounding like a robot and starts solving real problems.
PS: I wrote this article using AI. Could you tell?
Let’s keep in touch.
Discover more about digital marketing & Australia's Automotive Industry. Follow us on Instagram and LinkedIn
