O'Connor: What AI Can (And Can't) Do for Your Business

I’ve always believed independent tire dealers win when they do the things that big box stores and other retailers either can’t or simply won’t do.

I’m talking about personal relationships, local knowledge, flexibility and the ability to make decisions and implement solutions quickly without waiting for a corporate playbook or approval chain.

That belief extends into how I think about artificial intelligence (AI) and its role in independent tire dealerships. Despite the noise and hype, AI isn’t pushing independents to become more “corporate.” In many cases, it’s helping them double down on what already makes them different.

Let’s start with what AI is not doing. It’s not replacing technicians. It’s not running service bays. And it’s not eliminating the need for experienced service advisors who know their customers by name. What AI is doing is removing friction, especially in areas where independents have always been stretched thin. So if you’re wondering how AI is and can be used in your dealerships, it's to reduce friction as well as create time and space for a better employee and customer experience.

Big boxes can throw bodies at problems. They can staff call centers, centralize scheduling and absorb inefficiencies at scale. Most independents don’t have that luxury. Every missed call, delayed follow-up or inventory mistake hits harder. AI helps level that part of the playing field without taking away the personal touch that independent tire dealers rely on. 

Missed calls are one of the most profit-prohibitive and persistent issues in our shops. I’m willing to bet many of you have no clue how many calls you fail to answer daily. Yes, you may have a general sense, but do you have the data? Phones ring while advisors are tied up, technicians are short-staffed or your store is closed. Those missed calls often go straight to a competitor. AI-powered call and messaging tools are beginning to fill that gap. They can answer after-hours calls, respond to texts, book appointments, collect vehicle information and send confirmations, all without adding payroll. 

Here’s the key distinction. AI doesn’t replace the relationship. It protects it. Instead of losing a customer before the conversation even starts, your dealership gets the opportunity to follow up personally, deliver service and build loyalty, something big box operations struggle to do consistently.

Independent dealers live and die by trust. That’s an advantage some competitors can’t easily replicate and often don’t prioritize. AI-assisted inspection tools help independents lean into that strength. By using simple photos or videos to identify tread depth, wear patterns or visible issues, AI helps standardize inspections while improving communication.

Customers see clear visuals and receive plain-language explanations that separate urgent needs from future recommendations. That transparency reduces friction at the counter and reinforces credibility. Big box retailers often rely on scripts and volume-driven processes. Independent tire dealers can use AI to deliver clarity without the pressure - a meaningful difference that customers notice.

Most independent tire dealers already know their customers. They know who drives what, how they drive and when they’re likely to be back. The challenge is rarely insight. The challenge is usually time. AI-driven follow-up systems help us stay in touch without sounding corporate or generic. Instead of mass campaigns, customers receive timely reminders based on mileage, seasonality or previous services. It feels less like marketing and more like a helpful nudge from a shop that remembers them, personally - exactly the kind of interaction big-box operations and other retailers struggle to scale.

Inventory is another area where independents must operate differently. Big retailers can afford to stock deep and manage excess. Independents can’t. AI tools that analyze sales trends and seasonal demand help dealers make smarter ordering decisions and avoid tying up cash unnecessarily. This isn’t about deploying complex pricing algorithms. It’s about protecting working capital.

Independent tire dealers don’t necessarily need enterprise dashboards or layers of reporting. They need clarity. AI-powered analytics tools are beginning to translate shop data into plain-English insights, such as where appointments are being lost, which services are driving profitability and where bottlenecks are forming - helping owners make better decisions.

AI, like all tech, won’t turn independents “corporate” and that’s a good thing. Robotic bays, full automation and rigid pricing models don’t fit the independent mindset or business model. Independent tire dealers succeed because they stay flexible, human and local. AI works best when it supports that approach, not when it tries to replace it.

But by removing friction, capturing missed opportunities and improving communication, AI gives independents more time to focus on relationships, service quality and local reputation. Used correctly, AI doesn’t make independents more corporate. It makes them more independent.