Creating a digital showroom presents several challenges for auto dealers. The majority of online shoppers prefer to see numerous photos, videos and other details of the vehicles they are interested in, but the process of providing a compelling visual experience for every vehicle requires both time and money.
Additionally, manufacturer and third-party website guidelines encourage dealers to provide a consistent, quality visual experience. However, consistency and quality vary substantially depending on who, where and when the photos and videos are taken, as well as how they are edited.
Fortunately, artificial intelligence (AI) can solve these problems and several more. Even now, AI is working behind the scenes to redefine how vehicles are merchandised online. AI offers an innovative solution for dealers who would like to upgrade their online merchandising with minimal investments in time and money. Here’s how.
Image Enhancement
Obtaining quality images is one of the biggest obstacles to creating an engaging online visual experience. Images taken by professional photographers will always provide the best customer experience.
However, when vehicle turnover is high and time is short, assigning staff to take photos and videos is the most convenient solution. When results fall short of professional quality, AI technology can provide image enhancement in a variety of ways to upgrade visual appeal. For example, AI can quickly replace or create new backgrounds, fix flaws such as minor sunspots or glares and improve colors and clarity in photos.
Object Identification and Sequencing
Photographers don’t always take photos in the most logical sequence for presentation. Fortunately, AI can quickly sort through a series of digital photos, then select and place the photos into the most appropriate sequence for an inventory video or an interactive vehicle presentation.
This is possible because AI is better than humans at recognizing objects in images. For vehicle merchandising purposes, this includes the identification of the vehicle and of every vehicle part. The ability to identify vehicle parts allows AI to accomplish in minutes what it would take humans hours to complete.
Compliance and QC
Manufacturers, third-party marketplaces and most large auto groups have guidelines to ensure that images on their websites meet strict standards. Ideally, all vehicles displayed on a search results page, or a vehicle details page, appear to be the same size, face the same direction, have the same clutter-free background and are free from image defects. The process of manually editing hundreds of new photos to meet these guidelines every day is an extreme challenge.
However, AI can be instructed to take images and automatically make the necessary crops and other edits so that those images meet custom guidelines and are compliant. Additionally, AI will identify and flag potential compliance violations so a quality control team can review and remove those images if necessary.
Automated Videos
Video is by far the most effective tool for vehicle merchandising and marketing. Unlike static images, videos can showcase a vehicle’s aesthetics while allowing dealers to promote performance, technology and unique selling points to create an instant emotional connection with potential buyers.
For many dealers, the process of producing videos for every vehicle is an overwhelming task. Enter AI, which can quickly turn inventory photos into a variety of videos that are useful for merchandising and marketing purposes. Examples include short-form videos for social media content, manufacturer and dealer incentive videos and personalized video offers for trade-in vehicles. By automating and enhancing the process of image editing and display, AI offers a future where cost-effectiveness, time savings and a consistently professional online presence are no longer elusive goals but everyday realities for auto dealerships.
