Dealer's secret weapon, ChatGPT in the car business & CDG's crazy car buying idea | Aharon Horwitz
发布时间 2023-05-20 09:00:25 来源
摘要
In this episode, I'm speaking with Aharon Horwitz, co-founder and CEO of Fullpath.
(00:00) Intro
(01:23) Fullpath's story
(03:45) What Fullpath does for dealers & consumers
(06:20) Leveraging 1st-party data
(13:56) Business metrics
(16:56) Best/worst marketing strategies
(22:20) How AI can help dealers & consumers
(33:34) CDG's vision for AI-powered car-buying
(41:54) Wrapping up
Learn more about Fullpath:
https://www.fullpath.com
Check out https://dealershipguy.com for more and follow me on Twitter @GuyDealership!
Interested in advertising with CarDealershipGuy? Join the sponsor waitlist here: https://cdgpartner.com
This podcast is for informational purposes only and should not be relied upon as a basis for investment decisions.
GPT-4正在为你翻译摘要中......
中英文字稿 
If I'm a car dealership and I'm a marketer there, I would expect my AI agent to show up for me in the morning and say, Hey, we just, you know, we noticed like three or four things last night. This competitor sold these cars. The price on leads is dropped here. We want to take $4,000 and dedicate it to this or we want to launch these 15 new email campaigns. Do we have your approval? And you can then just say, sure, yeah, yes, launch, don't launch, snooze, delegate, pass it over to my owner to approve it. Whenever it is, the AI will be able to do that.
如果我是一家汽车经销商，同时也是一名营销人员，我希望我的AI智能代理在早上出现并告诉我，我们昨晚注意到了三四件事情：竞争对手销售了这些汽车，潜在客户的价格下降，我们想把4000美元投入到这个方向，或者我们想推出这15个新的电子邮件营销活动，我们需要您的批准吗？然后你可以选择，是，推出，不推出，暂停，委派，或转交给我的老板批准。无论何时，这个AI智能代理都可以完成这些操作。
What's up, everyone? This is car dealership guy. You're listening to the car dealership guy podcast, which is my effort to give you access to the most unbiased and transparent insights into the car market. Let's get into today's episode. Aharon Horowitz is the founder and CEO of FullBath, an automotive tech company that focuses on improving the car buying experience for consumers by helping dealers properly leverage their data.
大家好，这是汽车经销商。你正在收听的是汽车经销商的播客，这是我努力为您提供最公正和透明的汽车市场见解的努力。让我们进入今天的节目。阿哈伦·霍罗维茨是FullBath的创始人兼首席执行官，FullBath是一家汽车科技公司，专注于通过帮助经销商充分利用他们的数据，改善消费者的汽车购买体验。
In this conversation, we spoke about the secret weapon dealers are using a compute with big box stores. The crazy amount of personal data that dealers have about you, how AI and Chad GBT has changed in the car business, and my personal ambitious vision for AI-powered car buying. I love this conversation really energized about the future of car buying. I think you will too.
在这次交谈中，我们谈到了经销商正在利用大型商店的计算机来使用秘密武器。经销商拥有关于您的大量个人数据，AI和Chad GBT如何改变汽车业务，以及我对AI驱动的汽车购买的个人雄心勃勃的愿景。我很喜欢这次谈话，对汽车购买的未来感到非常兴奋。我想您也会这样。
Here's my conversation with Aharon Horowitz. All views of car dealership guy and guests on this podcast are solely their opinions. None of the views expressed should be treated as financial advice. This podcast is for informational purposes only.
这是我与Aharon Horowitz的对话。这个播客中的汽车经销商和嘉宾的所有观点都仅代表他们个人的意见。不应将任何表述视为金融建议。该播客仅用于信息目的。
Aharon Horowitz, I want to understand something. How does a small Israeli tech start? I managed to infiltrate the US car market so well. Give me the background here.
阿隆·霍洛维茨，我想了解一些事情。一个小型以色列科技初创企业如何起步？我成功地渗透了美国汽车市场，能否告诉我其中的经过？
That's a great question. We were not originally intending to focus on automotive. We just thought we could build some great technology out of Israel for small meeting businesses more generally. Why would you think that? Why would you think that? Israel is this really. I've been as you can hear from originally from the US. I grew up in Cleveland, Ohio for various family reasons and sort of personal reasons. I moved to Israel after high school study there, but served in the military. Then I came back to college in the US, but I always knew I wanted to go back to live over there.
这真是一个很好的问题。一开始我们并不想专注于汽车领域，我们只是觉得可以用以色列的技术为小型会议商务市场做出一些非常优秀的产品。你为什么会这么想呢？以色列是这样一个国家，我从最开始就来自美国，可以听得出来。出于各种家庭和个人原因，我在俄亥俄州的克利夫兰长大。高中毕业后我去了以色列留学，但役过军服后又回到美国上大学，但我一直想回去住在那里。
After college, I did. I was just blown away by the level of technology talent and also just grit and determination. It's just a very start-up country. I guess given the context of where it is and its history and how it's built itself over the last 70 years, it just produces people who don't get stuck on obstacles. We were just really caught up. I was caught up. My co-founders, Yishin Eliav, we're just caught up in the energy of we could build something great with technology.
大学毕业后，我做了一些事情。我被这个国家的技术天才和毅力所震撼。这只是一个非常适合创业的国家。考虑到它的背景和历史，以及过去70年建立自身的方式，它生产的人不会为困难所困扰。我们真的被激发了。我也被激发了。我的联合创始人伊莉雅夫也被激发了，我们都被能够用技术创造伟大的东西所吸引。
We were really obsessed with small meeting businesses and the impact that happened. Communities and we thought they were just like a net good of capitalism. We wanted to just build a start-up. That would build great tech that was very automated and give SMBs the power of big companies like Walmart and Amazon and Netflix. We wanted every business to have that power. That was our ideological vision.
我们非常着迷于小型会议企业和所带来的影响及其社区作用，我们认为这就像是资本主义的一项正面收益。我们想要建立一家初创公司，构建出伟大的技术、自动化的技术，并为SMB提供像沃尔玛、亚马逊和Netflix等大公司一样的强大力量。我们希望每个企业都能拥有这种力量。这是我们的理想愿景。
We founded the company. It's zero knowledge of the auto industry at that time. Going way back. One of our advisors who had spent a bunch of time in the auto industry, he was like, you have to go to car dealers. They need this stuff. I was like, no way. They're not going to be interested. I don't know anything about car dealers. It's some point he convinced me to fly to Cleveland where I'm from. I just got a bunch of dealers. I went to Colorado, met the LWFOKES quirk in Boston. A bunch of dealers just let me hang out. I was like intern in their BDCs and with their salespeople. I was just obsessed. I was like, this is going to be it. We're going to be called an auto tech company and we just did it. We get a great tech company. We get a great market. A lot of energy, a lot of opportunity. That was the story.
我们成立了这家公司，当时我们对汽车行业一无所知，回溯历史的话。我们的一个顾问在汽车行业花费了大量时间，他说，你必须去找汽车经销商，他们需要这些东西。我当时不太相信，我说他们不会感兴趣，我也不懂汽车经销商。但是他最终说服我飞回了我来自的克利夫兰，我去了一堆经销商。我去了科罗拉多州，见到了波士顿的LWFOKES公司。一大堆的经销商让我待在那里，我仿佛成了他们的实习生，和他们的销售人员呆在一起。我一直迷恋着这个行业，我想，这就是契机！我们将成为一个被称为汽车科技公司的公司，我们做到了！我们拥有一个伟大的科技公司，也有一个伟大的市场，有很多能量和机会，这就是我们的故事。
Explain me. What is the problem, fundamentally, that you're solving for dealers and consumers?
请解释一下，你们最基本的解决的问题是什么，为代理商和消费者提供什么帮助？
Listen, dealers have an unbelievable amount of data on their shoppers that can really help them give the shoppers a better experience. Yet all that data is just laying all over the room and disorganized piles. Sometimes a piece of data about someone is in one corner, the rest of the data is in another corner.
听着，商家手中拥有大量关于顾客的数据，这些数据可以真正帮助他们提供更好的购物体验。然而，所有这些数据都散乱地堆放在房间里。有时一个人的某个数据在一个角落，而其他数据则在另一个角落。
What we basically do is put software in for the dealership. We connect to their systems. We get all that data organized. We get a 360 view of every customer settled for the dealership. Then having data is just half the story. You still watch that cartoon GI Joe when I was growing up. It's only half the battle is having the data.
我们基本上是为经销商安装软件。我们连接到他们的系统。我们整理所有数据。我们为经销商提供每个客户360度的全面视图。然而，拥有数据只是一半的故事。当我还在成长时，你可能会看卡通《GI Joe》。拥有数据只是打赢战斗的一半。
The other half of the battle is actually leveraging the data and using it for something. We then built all these automations to take that data about their customers and just do the marketing work in a way that a machine can do that is way beyond what a person can do. It really just solves for the dealers.
战斗的另一半实际上是利用数据并将其用于某些事情。然后，我们构建了所有这些自动化功能，以获取关于客户的数据，并以机器可以做到远远超出人类所能做到的方式来进行营销工作。这真正解决了经销商的问题。
It's like upside opportunity for them. If you think about it, a lot of these dealers we work with, they have 10, 15 years of leads in their CRM. That's very, very powerful, very significant. Tell me about it. I don't know how to access that and use it.
对于他们来说，这就像是一个机会。如果你想想，我们和很多经销商合作，他们在客户关系管理系统中已经有了10年、15年的潜在客户。这是非常强大、非常重要的。告诉我吧，我不知道如何获取和使用这些信息。
Yeah, it's like, you know, oh, I have 370,000 people in my CRM. How many of those are you actively figuring out how to engage? I don't know, maybe like a thousand, two thousand, ten thousand a month. It's not it's not a data strategy. That's really what we've thought about for dealers.
嗯，就像你知道的那样，我在我的客户关系管理系统中有37万人。你有多少人在积极寻找方式与他们接触呢？我不知道，也许一个月有一千、两千或者一万人。这不是一个数据策略。这正是我们为经销商所考虑的。
By the way, I'll go further with that. If you think about it, your average shopper buys like nine cars, I think I don't know, cops just won't put it out. It's like nine cars over the course of the shoppers lifetime. And you add in service revenue and you think about gross profits, not the past few years, but over time, you're probably talking about a $50,000 opportunity for dealership on the shopper. Yeah, exactly.
顺便说一下，我会进一步探讨这个问题。如果你想想，一个普通的购物者在他们的一生中可能会购买九辆汽车，我认为，我不确定，警察们只是不会公开。考虑到售后服务的收入和总利润，不是过去几年，而是长时间来看，经销商在购物者身上可能会有约5万美元的机会。是的，完全正确。
That's the LTV that you could go after. Now, most dealers don't really have a way to look at their data and say, oh, wow, here's so much LTV I have left on my career customer base. This shopper is at this part of his or her cycle of purchase. And, you know, and so we think technology can do that automatically. And that's what our tech comes to do.
这就是您可以追求的客户终身价值（LTV）。现在，大多数经销商没有办法查看他们的数据，并说：“哇，我在我的忠实客户群体上还有这么多的LTV”。这个购买者处于他或她的购买周期的这个部分。因此，我们认为技术可以自动地处理这个问题。这就是我们的技术所做的事情。
We basically put in these systems, get all the data into one picture, and then we run digital advertising email on site engagement. But we do it from a place of data and insight and having a thesis about how to get the right experience for that shopper. Now what shoppers should experience is a much more coherent buying process.
我们的基本做法是将这些系统整合起来，将所有数据放在一个画面里，然后我们再通过数字广告和邮件来提高网站互动率。但我们是基于数据和洞见的位置来进行操作，并且对于如何为购物者提供正确的体验有一个基本的论点。现在，购物者应该体验到更加连贯的购买过程。
Yeah. And that's my question, right? So before we get there, actually, so you mentioned that we have like a cohort of customers from our use cardio ship that I was talking to like the hundreds of thousands of emails. But we attempted to retarget them, you know, years later, to your point, like we saw this opportunity, hey, we have all this first party data. How can we leverage it?
是的，这就是我的问题，对吧？在我们进入那个问题之前，你提到了我们有一群来自我们使用心血管船只的客户，我跟这些客户保持联系了数以千计的电子邮件。但我们试图在几年后重新定位他们，正如你所说，我们看到了这个机会，嘿，我们有所有这些第一方数据，怎么利用它？
And you know, for the audience, as listening first party, just meeting its data within our own systems that, you know, people have given us at some point of interacting with our dealership historically. Well, we realize is that going back that far, people were like, who are you? Like, what are you doing? Like they forgot that they actually signed up for this, even though they fully legitimately signed up for this.
你知道，在听众角度，仅仅通过我们自己的系统接收它们在与我们车行互动的历史时期内向我们提供的数据。但我们意识到的是，即使是回溯到那个时期，人们也会像“你们是谁？你们在做什么？”一样忘记了他们在此之前已完全合法地注册了。
Have you ran into any of these type of issues where, you know, you're maybe trying to leverage first party data from a dealership, but the data so outdated that maybe you present some challenges with consumers. Like, how's that played out for you?
你有没有遇到这种问题，在尝试利用车厂的一手数据时，数据过时了，可能会对消费者造成一些挑战。这种情况对你的影响如何？
Yeah, it's an interesting question. I mean, I'd say two things. Number one, part of it depends on how compelling the the first message is or the second or the third, because people don't often see the messages that come in initially.
是的，这是一个有趣的问题。我的意思是，我会说两件事情。首先，这部分取决于第一条、第二条或第三条信息的吸引力，因为人们通常不会看到最初的信息。
So if you could generate on those 300,000 people using like a model, like a collaborative filtering model, right? That's how Amazon or Netflix say, hey, people who want this also buy that, right? If you could look at all your inventory right now and say this guy from 10 years ago is most likely to be interested in this particular vehicle I have on the lot now, you could do that and make that the message.
如果你能够利用像协作过滤模型这样的模型来对那30万人进行分析的话，就像亚马逊或Netflix所做的一样，“人们购买该产品也购买了那个产品”，对吗？如果你现在能够查看你所有的库存，找到那些最有可能对现在你所拥有的某种特定车辆感兴趣的人，就像在10年前一样，你可以做到这一点，并将它作为弘扬的信息。
They might find that a much more valuable email that if it was just like, hey, we've got a special going, this is who we are, right? That's just not a relevant email to most people from 10 years ago. Now, the other thing that happens is it also cleans your list. It gives you real list hiji.
他们可能会发现，如果只是像“嘿，我们正在推出一项特别优惠，这就是我们”的电子邮件，并不是一封对大多数人都相关的电子邮件。但现在，另一个重要的事情是，它还能清洗你的名单。它给你提供了真正的名单清理工具。
So you want people to unsubscribe and you want to make it a really clear unsubscribe. So that when the shop or gets an email based on data, if they're still not excited, then let them unsubscribe. That cleans up your list and let you have a evergreen current list.
所以你想让人们取消订阅并让取消订阅变得非常明确。这样，当商店或者他们基于数据收到一封电子邮件时，如果他们仍然不感兴趣，那么就让他们取消订阅。这样可以清理你的名单并让你拥有一个常青的现有名单。
And I'll note there that like, we don't see crazy unsubscribe rates when you're getting really targeted one-to-one messaging. We think that people find that to be actually relevant and interesting if it's based on something.
我想指出的是，当你接收到非常有针对性的一对一的信息时，我们并没有看到疯狂的退订率。我们认为，如果信息是基于某些内容的，人们会发现它非常相关和有趣。
So it explained this to me. What do you mean by like how targeted it is as a consumer right now? Okay. Any consumers listening or even myself, I'm curious.
它向我解释了这个。你说的“目标消费者”是指现在的消费者有多少受众群体吗？好的，如果有消费者在听，甚至是我自己，我感到好奇。
What would I expect if I was dealing with a dealership that's leveraging this technology? What would that experience look like for me? Full funnel.
如果我与一个利用这项技术的车行打交道，我会期待什么？这对我来说会是什么样的体验？全渠道。
Look, the unfortunate thing is that shoppers are working on so many different platforms that don't talk to each other. So you're going to research on a third party like a a gurus or a cars.com and then you're going to go to a KVB and then you're going to go to a dealer. Most of those do not sink.
看，不幸的是，购物者在许多不互通的平台上工作。因此，你将会在像gurus或cars.com这样的第三方网站中进行调查，然后再去KVB，最后再去找经销商购买。但是，这些平台大多数并不同步。
（意思：购物者在许多不同平台上寻找信息，但这些平台并不互通，导致信息不同步，需要反复搜索和核对。）
And so no matter what shoppers should expect to have a bit of a disjointed experience. But let's say I'm a shopper and I go to a dealership website. Most shoppers go to four or five dealership websites as they research. And I go to a dealership website.
因此，不论顾客怎样，都应该期望有点不连贯的购物体验。但是假设我是一名顾客，我去了一家经销商的网站。大多数顾客在调研期间会访问四到五个经销商的网站。我也去了一家经销商的网站。
And let's say I browse and search and types of cars. I look at trucks, right? It's certain models. The dealership knows that. That's in their data. And they see that in their systems. Whether they record it in a intelligently or not, that's a question of what tech they're using.
我来示范在网上浏览和搜索各种车型，比如货车的一些特定款式。这些信息都被销售商记录在他们的数据中，并且在他们的系统中也可以看到。是否能够智能地记录这些数据，则取决于销售商使用的技术水平。
But I should expect, in at least in a dealership that's working with full path, I should expect the next email that goes out not to be about a sedan or a special that has nothing no relevance to me.
我认为至少在一个全面运营的经销商那里，我应该期待下一封发出的电子邮件不是关于轿车或与我无关的特价。
I should expect it to be about probably the vehicle or the class of vehicles I was looking at. And in five years, I should also expect probably to get some information about that as I'm going through that life cycle, a relevant car that fits sort of what I when I wander what's predicted.
我应该期望这和我看的车辆或车辆分类有关，可能会提供相关信息。在五年内，当我经历整个生命周期时，我也应该期望获得一些关于适合我需求的合适车辆的信息。
I'm going to be interested in based on other people's behavior. So that's like an intelligent system. Moreover, if I fill out my name in one form, I shouldn't have to fill out again in another form, ideally, when I'm, you know, browsing through the side and I should be able to know that the salesperson understands what I've been looking for and when I'm interested in when I walk in the door and I don't have to have a start from zero conversation.
我将根据其他人的行为而产生兴趣。这就像是一个智能系统。而且，如果我在一个表格中填写了我的名字，我就不应该在另一个表格中再次填写，理想情况下，当我浏览网站时，销售人员应该能够了解我正在寻找什么，并且当我走进门时，他们知道我感兴趣的东西，我就不需要从零开始交谈了。
So it's all that layer of like connected retail that we've kind of come to expect that doesn't often exist right now in in auto because the systems are so broken apart from each other. So that that's what we saw. That's the bridge that we're going after.
因为汽车业的系统相互分离，导致我们很难像连接零售业那样有所期待。这就是我们看到的情况，我们希望搭建这个桥梁。
It is a shopper. It's meant to be a better experience. By the way, you're a little creepy, right? Someone knows something about me and you know, you're seeing that now with the AI stuff, which we'll talk about later. I assume, but you know, there's a lot of every website knows a lot about each shopper.
它是一个购物者，旨在提供更好的用户体验。顺便说一下，你有点诡异，对吧？有人知道我的一些信息，你现在可以通过人工智能的东西看到这一点，我们稍后会谈到。我假设，但你知道，每个网站都知道每个购物者的很多信息。
Yeah. They do with it is a matter of law and it's a matter of how respectful they are of shopper privacy. Yeah.
"是的，他们如何处理这个问题涉及法律和对购物者隐私的尊重程度。"
And look, here's the thing, right? The car business is very fragmented. You have tens of thousands of dealers throughout the country. Yes, there's a trend of consolidation, but we're still a super fragmented industry.
瞧，这个行业呐，汽车行业非常零散。全国各地有成千上万的经销商。虽然有合并的趋势，但我们仍然是一个超级零散的产业。
And to your point, it's all like one corporation is just connected throughout every single state, every city and all for this experience. So I'm sure everyone is called whether you're a dealer or a consumer or an investor or whoever is listening, I'm sure they've had this type of experience.
针对你的观点，就如同一个公司跨越每个州、每个城市，为了这个体验而连接成一体。所以我相信，无论是经销商、消费者、投资者或其他听众，他们都曾有过这种经历。
And by the way, as you were speaking about the shopper experience, what's the deal with like dealers having like seven calls to actions or call to actions on their website? Like you have to have an opinion on that.
顺便说一下，既然你在谈论消费者体验，那么像经销商网站上有七个呼吁行动或呼吁行动，这是怎么回事？你对此应该有自己的看法。
Listen, from a shopper experience, it's very frustrating. Well, there's so much going on. And I think there are examples of sites that are much cleaner.
从购物者的角度来看，这非常令人沮丧。嗯，有太多事情发生了。我认为有一些网站是更加清爽的例子。
But I will say this that unfortunately, the thesis is seeing this from the other side of the table. All vendors have to make decisions on what the what their principles are because when you're on the other side of the table, the balloons and the the funny man, you know, the vacuum that's making them blow up, whatever those are called in front of dealerships that those things. Yes, exactly.
但我要说的是，不幸的是，这篇论文是从另一面的角度看待这个问题。所有的供应商都必须做出自己的原则决策，因为当你处于另一边的桌子上时，气球和有趣的人，你知道的，在经销商门前的那些吹气球的吸尘器，不管那些东西叫什么。是的，确切地说。
Exactly. They actually work on websites. Is then if you bug someone to give you their information over and over again, they're just they're like, I whenever find me take it and let me move on and just like get top to a human.
没错，他们确实在网站上工作。所以，如果你一遍又一遍地骚扰某人要他们的信息，他们就会像我一样，只是让我拿走然后继续前进，与人类接触。
So I think the regression to the mean is unfortunately to be extremely aggressive. What many of us and I'm not just speaking for us as full path, but many vendors do is we accept a certain loss and lead conversion for the dealer in order to give a better shopping experience.
我认为回归平均是非常强硬的。许多人，我不仅仅是代表Full Path，还有许多供应商，会接受一定的损失并将潜在客户转化率交给经销商，以提供更好的购物体验。
And that's a, you know, that's a principle that I think will just increase more and more and more of the time. Now, if you build a really savvy, clean website that really knows how to work with you user experience, then you will get much better connections than driving some much better conversions than driving someone crazy, but it's few and far between. And the reason is is that so many different people control so many different parts of the process.
这是一个原则，我认为它会越来越多地被支持。如果你建立了一个真正聪明、干净的网站，能够很好地与用户体验相融合，那么你将获得比折磨用户更好的联系和更好的转化率，但这样的网站并不是很多。原因是许多不同的人控制着许多不同的流程。
And by the way, just in general, like going back to your question of like that, list you guys had, you know, a couple hundred thousand that you tried to get people to act act that if you combine systems, if you control more of the funnel, you're going to get better results. Like, for example, we found that dealers that use their CRM. So like they they take their CRM on each is in every day three, four times a day, they upload those to Facebook and to Google for their advertising. They're going to see a much lower CPL cost per lead than dealers that are just using non proprietary first party data.
顺便说一句，在一般情况下，就像回答你们的问题，那个列表，你们试图让人们做出行动的数量有几十万个，如果你结合系统，控制漏斗，你会获得更好的结果。例如，我们发现使用客户关系管理系统（CRM）的经销商，他们每天都会用CRM上传到Facebook和Google进行广告投放，会比那些只使用非专有第一方数据的经销商看到更低的CPL每个潜在客户的成本。
If we also see, for example, that like if you email CRM customers and combine it with redargeting, then you get a much higher close rate on those emails, right? People see your name on the ads and then they're more likely in their inbox to actually open that email and come through. So it's all about combining systems and making it easy. Basically putting the breadcrumbs in and sprinkling everywhere makes total sense exactly.
如果我们也可以看到，比如说如果您给CRM客户发送电子邮件并与重新定向结合起来，那么这些电子邮件的关闭率就会更高，对吧？人们在广告上看到您的名字，然后更有可能在收件箱中打开这封电子邮件并进入其中。因此，关键在于结合系统，使其更容易。基本上是将面包屑放入并洒遍所有地方，这就完全有道理了。
I want to dive more into just marketing dealerships like what's effective, least effective, but what's the context on full path? Like what's your dealer account? How many dealers you have signed up? Your growth three, you know, how much money you got into bank account? What's your social security number? And now I'm just kidding. No, social security door. 5, 5, 5, 5, 5, 5, 5, 5. No, our, our, uh, we look, we, we, uh, feel very blessed to now have about a thousand dealers that we work with.
我想深入研究营销经销商，比如哪些方法有效，哪些方法不太有效，但是完整路径情境是什么呢？比如你的经销商账户是什么？你签约了多少个经销商？你的增长率是多少？你的银行账户里有多少钱？你的社会保障号码是多少？开个玩笑，社交保障门是没有的。5555555，不，我们现在很幸运地与大约一千个经销商合作。
And that's been a, a real journey because, um, in many ways, like, we always think like the dealers are, are, like, product managers and, you know, we, we just try to hear the challenges and problems and build enough stuff that they want to tell their friends about it. And, and, uh, we did recently, expand our sales team, but a lot of our growth over the first few years, which is literally word of mouth and within groups. So we're working with about a thousand dealers, uh, which, you know, which is, I don't know, it's a public information, but now it is, but anyway, it's about a thousand dealers.
这真是一次真正的旅程，因为在很多方面，我们总是认为经销商就像产品经理一样。我们试图倾听他们的挑战和问题，并构建足够多的东西，让他们想要告诉朋友。近期，我们扩大了销售团队，但我们最初几年的很多增长都是通过口碑和内部群体推广。目前，我们正在与大约一千家经销商合作，这可能已经是公开信息了，但总之，我们有大约一千家经销商。
And we've grown. Yeah. I did some homework on you guys. I saw you scooped up someone from dealer inspire and, you know, some other great talents. That's true. I get my, uh, my, my, and then you get some great, great folks on the team. And other great people, I'm sure, just someone that, you know, peaked my interest.
我们已经发展壮大了。是的。我对你们做了一些调查，发现你们从Dealer Inspire挖来了一些人才，还有其他很棒的人才。这是真的。我也招了一些非常优秀的人才加入团队。肯定还有其他很棒的人，只是有些人引起了我的兴趣。
Yeah. We were really, really blessed have a great team and, um, folks who were very diverse in, in terms of the perspectives. And then, and then what's your, your growth rate? Yes. We've been growing like, we've actually been doubling the past three years. We've doubled, uh, each year, over 90%, 90, you know, 94%, 95%. So it's been really good. That's been, that's, um, not necessarily a dealer cop, but that's in, in revenues.
是的，我们真的非常幸运能拥有一个伟大的团队和多元化的视角。还有，你们的增长率如何？是的，我们过去三年一直在增长，每年翻了一倍，增长率超过90％，94％，95％。所以一切都非常好。这不仅是销售额，而是全部收入。
And, you know, as we both add dealers and release new products, we add more value to the dealership. They reward us by, you know, paying for that value. So that's the, the basically, because by the way, most of our business model, unlike I think some of the, some of the others in the industry, like a lot of our business model is, uh, is sort of a SaaS fee model. We try to do that wherever possible. We stay away from more from percentage-based stuff.
同时，随着我们不断增加经销商和发布新产品，我们可以为经销商增加更多的价值。而他们则通过支付这些价值来回报我们。基本上，这是我们的商业模型，与行业中一些其他公司的商业模型不同，我们大部分的商业模式是基于 SaaS 费用模型。我们尽可能地采用这种模型，并避免采用基于百分比的收费模型。
Explain, explain, explain this to us. Our audience loves to, uh, do you see details? Yeah. Yeah. So like our digit product, other than where we're, some, OEMs force us to, to go with, um, spend tiers, but we prefer it just to be a flat fee, no matter how much you spend. So, you know, we, we have a, a flat fee, we can, you know, if it's a tiny dealership, there might be one fee. If it's a reasonable-size dealership, it up to different fee. And then that's it, you know, spend as much as you want as little as you want.
请向我们解释、解释、解释这个。我们的受众喜欢，嗯，你能看到的细节吗？是的。是的。所以像我们的数码产品一样，除了我们被一些原始设备制造商强制要求按照支出等级去，但我们更喜欢它只是一个固定费用，不管你花多少钱。因此，你知道，我们有一个固定费用，如果是一个小的经销商，可能只有一个费用。如果是一个合理大小的经销商，会有不同的费用。然后，你就可以随意花钱，无论多少。
And, uh, it's a software fee. So we really focus on like a tech fee, as opposed to an ad, did you add type of fee? That's on our digital advertising. And then for our audience activation, which is that email infrastructure, uh, where we can really activate audiences and take, you know, 100,000 people and get everyone at pinpointed targeted message. That's also just a month. It doesn't matter how many emails you said, well, you have, it's just a monthly fee. So we really work on like a flat fee model.
嗯，这是一项软件费用。因此，我们真正关注的是技术费用，而不是广告，你加的类型费用？这是我们的数字广告费用。对于我们的受众激活，即电子邮件基础设施，我们可以真正激活受众并向定位精准的人群发送消息。这也仅是每月一次的费用。无论您发送多少封电子邮件，它都是固定的每月费用。因此，我们真正采用的是一种平价计费模式。
We think it's cleanness for us and easiest for the dealer. Uh, they don't have to worry about, you know, incentives being misaligned.
我们认为这对我们来说是干净的，对经销商来说最简单。嗯，他们不必担心激励措施被错误地调整。
Now, Eidook, I obviously love marketing, right? Yeah. I don't think it's a surprise with what I do. Yeah. But I'm curious from your perspective, just I see one business. That's my, that's my sort of my aperture here. You see, you know, 1000, 1000 different dealerships. So what has been the most effective types of marketing that you've seen from the dealership perspective? And also I'm curious what have, what's been the least effective types of marketing?
现在，Eidook，我很明显喜欢市场营销，对吧？没错。我觉得这不会让你感到惊讶，因为这是我的职业。但是我很好奇从你的角度来看，我看到的是一个企业，而你有1000个不同的经销商。你认为从经销商的角度来看，最有效的营销方式是什么？同时，我也很想知道哪些营销方式最不起作用？
It's very clear that people still want to know what their payments are. So I'll just say that it's a general point that like anything that has like information about payments, shoppers really feel, you know, feel good about. But what we see to be the most effective is, um, it is really like, again, speaking to the dealer audience here, it's just, it's really first party data, I'm driven marketing.
很明显，人们仍然想知道他们的付款是多少。所以我只想说，这是一个普遍观点，就像任何有关付款信息的东西一样，购物者真的会感到很满意。但我们看到最有效的是，呃，它真的像是再次针对经销商观众说的，它实际上是第一方数据，驱动营销。
So if you can activate your first party data, you know, from your CRM or your DMS, what have you that like this person is probably paying this amount of month and you can suggest for them, uh, a lease offer or a relevant vehicle. That's like very much untargeted with what they care about and how they pay. That's what converts and you could do it in almost any medium.
如果您能激活您的首方数据，例如来自您的CRM或DMS，那么您就可以知道这个人可能每月支付这个金额，然后向他们推荐租赁报价或相关车辆。这是非常有针对性的，与他们关心什么以及他们的支付方式相关。这是能够转化的，并且您可以在几乎任何媒介上实现。
So you could do it in advertising and you'll get a higher click than you will other stuff. You could do it in, uh, in, in email and you'll get it, you'll get, you'll get results. But you're not going to get results off general stuff. Dig a little deeper in that, right? Like how much are you really able to tell about a customer?
这段话的意思是：如果你在广告中使用这个东西，你将会获得比其他东西更高的点击率。如果你在电子邮件中使用，你也会得到结果。但是，如果你不深入挖掘，你是不会得到这些结果的。比如，你究竟能够了解客户的多少信息？
Uh, well, I think you're able to tell a lot. I mean, think about all the information that, uh, imagine, uh, we were able to see, um, where they are, we're able to see their name, we're able to see their, uh, their email, we're able to see what pages they've looked at on the website. You know, and so again, no one looks at this, no one's granularly looking at the human, but the system is looking at it.
嗯，我想你能够获取很多信息。比如，想象一下，我们能够看到他们的位置、姓名、电子邮件以及在网站上浏览过哪些页面等等。虽然没有人具体查看用户的这些信息，但是我们的系统可以查看。
So for example, if they're looking at the financing page and maybe they're even hovering over certain things, right? Images they're clicking on or specials they're clicking on. Those signals are tracked by uh, the dealership systems and by the vendor system, right? And then you can, if you have the ability, which is one of the things that we've been, um, most of our, our efforts are in this, is to take those signals and then actually construct, dynamically, the marketing message for each person.
举个例子，如果他们正在浏览财务页面，甚至可能悬停在某些东西上，比如他们点击的图片或特价产品。那么，这些信号会被经销店系统和供应商系统跟踪。如果您有能力，这也是我们大部分努力的方向之一，就是利用这些信号，为每个人实际构建动态的营销信息。
Um, now on digital advertising, you can't really get personalized at that level on our end, but definitely with the outbound email, uh, you can, it definitely with when someone comes to the website you care. So if you could actually figure out, hey, a person, this person is in the market for, uh, a minivan and they can pay this amount and therefore these offers are probably relevant to them or these vehicles are relevant and you show those, you will get an interested person to call the dealership and, well, actually stop by.
关于数字广告方面，我们无法在我们的一端进行个性化操作，但通过外发电子邮件，以及当有人访问您的网站时，您可以做到。如果您能确定某人正在寻找某一特定市场，比如小型货车，并且可以付出相应的价钱，这样这些提供或机动车辆会与其相关，并建议进行展示。这将吸引一个真正感兴趣的人去联系经销商，或者甚至上门体验。
In that level of targeting, we do every single day, and again, I never like to be like, we're the only ones where I'm not here to sell. I'm just saying, we do that every day. I'm sure others are doing that every day, but it's very, very granular and that's, that's probably ultimately good for the consumer if you're dealing with, um, you know, companies that, that respect privacy and, and do things right.
在那个层次的定位中，我们每天都在做，但我不想表现得好像我们是唯一的一个这样做的团队。我只是想说我们每天都在做。当然，其他人可能也每天都在做，但这种操作非常微观，如果你与尊重隐私并且做事情合规的公司打交道，那对消费者来说可能是最好的事情。
Uh, and, and I think that that's a, that's a key piece. Yeah. Like I personally, I love targeted ads. I don't think they're creepy. Again, to a certain extent, but I, I like that where it's, you're just saving me time if you do it effectively. So what you're doing is, you know, you've found this like uncapped resource. And you're just, you know, within that dealerships have organically, you know, accrued over the years, and you're helping them monetize that in effective ways by increasing conversion, increasing shoppers, you know, increasing sales.
嗯，我认为这是关键的一点。个人来说，我喜欢有针对性的广告。我不认为它们很可怕，但在一定程度上，它们确实是有效的。如果你能有效地做到这一点，那么你就可以节省我的时间。你正在做的是发掘这个未开发的资源，并帮助他们以有效的方式实现货币化，通过增加转化率、增加购物者、增加销售。
And I think it makes total sense because you're doing that and making a better customer experience. So yeah. Now, I see this as a, as fighting, they're, we're just giving it, we're arming dealers with the tools that every business uses. And there's no reason why a, an amazing industry that employs a couple of million people that pay as like really good wages that's rooted in communities in a way that most American businesses have long kind of turned their backs on.
我认为这完全合理，因为这样做可以提供更好的客户体验。所以，是的。现在，我认为这是一场战斗，我们只是给经销商提供了每个企业都使用的工具。一个雇佣了几百万人、支付相当高工资并深植于社区的行业，没有理由让它背上大多数美国企业早已摒弃的骂名。
There's no reason those folks should suffer from not having the powerful tools that every, you know, every major big box has a big black retailer. And so we are very like ideologically driven. It's like, like, give this industry the same power. And that, that's all, that's the way that we see it.
那些人没有理由因为缺乏强大的工具而遭受苦难，而我们希望能够像其他主要零售商一样，为这个行业提供同样的力量和资源。我们是出于理念上的驱动，为行业带来同等的力量和机会。这就是我们的看法。
Before we transition to AI, because I know you're working on some interesting stuff there with Chad GPT. And I've been, I've been reading a lot about the space. I'm, you know, very interested in it.
在我们转向人工智能之前，因为我知道你正在与Chad GPT合作开展一些有趣的工作。我一直在阅读与此相关的许多资料，非常感兴趣。
What are like the core opportunities you're, you're capitalizing on, right? Is it, is it all related to first party data? Or is there, you know, is AI now sort of a tangent from that or explain to me, you know, high level? What are the core opportunities that you're capitalizing on?
你当前利用的核心机会是什么？这是否都与第一方数据有关？还是现在AI从中产生的一个分支，可以向我解释一下，告诉我在高层面上你正在利用的核心机会是什么？
Yes, we give dealers like a full operating system further like front of the house marketing and further data. So we, we, we are not like, we're not only first party, we do all the different marketing functions that you'd expect, right? All based on the data layer that we create. So we, we run digital advertising like it's an agency, right? Even though we use, we more automation data. We run email marketing like it's being run by, like, you know, someone sitting in the loyalty department. We do all those functions, but we use technology to do them and we use the data layer that we create. So the opportunity that we're going after is, is what we see as the full digitization of all the dealerships, outbound and customer facing activities.
是的，我们给经销商提供了一个完整的操作系统，包括前台营销和其他数据。我们不仅仅是第一方，我们拥有各种你所期望的营销功能，全部基于我们创建的数据层。所以我们像代理机构一样运行数字广告，即使我们更多地使用自动化数据。我们像忠诚部门的人坐在的那样，运营电子邮件营销。我们做所有这些功能，但是我们使用技术来完成它们，使用我们创建的数据层。所以我们正在追求的机会是全面数字化所有经销店的出站和客户面向的活动。
In terms of AI, we don't see it as a tangent, we see it as a fundamental, you know, phase shift the way everything works. So artificial fucking intelligence. Yeah. Before we dive deep, give me like the five to 10 year vision. If you leverage AI successfully, five to 10 years, talk to me about the dealer experience and the consumer experience of carbine. What does that look like?
在人工智能方面，我们不认为它是一个次要问题，我们认为它是一种根本性的，你知道的，改变一切运作方式的转变。所以，就是该死的人工智能。是的。在我们深入探讨之前，给我展示一下5到10年的愿景。如果你成功利用人工智能，5到10年后，跟我聊聊卖家体验和消费者体验是什么样子的。这样看来，购车将发生什么变化？
We see, we, from day one, we've used ML and AI in our company. If you think about AI, it's kind of like a, it's like a three, let's put a three phases, something, you know, just kind of anyone listening to this who's in the world of AI will not agree with me, but just for our own sake here. Let's put it into three phases. Okay, there was the base of like no one knows what's going on. It's under the under the surface. There's like researchers and universities doing all sorts of weird things with like AI and language models and neural networks. And you know, it's out there, but none of us know about it.
我们公司从一开始就使用机器学习和人工智能。如果你考虑到人工智能，它有点像三个阶段。我们把它分成三个阶段，不过我知道在AI领域工作的人可能不会同意我的看法，但是为了我们自己方便，让我们把它分为三个阶段。第一阶段是没有人知道发生了什么，这是一个在表面下的状态。有研究人员和大学在做着各种有关AI、语言模型和神经网络等奇怪的事情。这个领域很大，但我们大多数人都不知道。
That's, you know, already dating back to the to the 80s, right? Maybe even before. Then there was the phase where we as consumers started to experience it. So think about like the neural network stuff that Google did, that enabled them to do image matching and to give us better results in Siri and in Google's assistance and Alexa. And then I think past two years with the generative AI really passed three months, six months. It's just been totally transformative in terms of how it's consumer's experience.
这个技术早在80年代甚至更早就已经存在了。随后消费者开始体验这个技术。比如像谷歌所做的神经网络技术，它能够进行图像匹配，提供更好的Siri、谷歌助手和Alexa结果。而过去两年，生成性人工智能技术更是在过去三到六个月迎来了彻底的转变，对消费者体验产生了重大影响。
So it's been really like three phases. One where it was just like hidden, the second we went into applications that we just used as applications. And now we're we're really seeing its power very much. So we think that the dealers, the auto industry is ultimately going to have an operating system that is fully AI based, meaning where the dealer is basically using the AI to run all of its systems.
这个过程大概可以分为三个阶段。第一阶段，这项技术只是隐秘地存在着；第二阶段，我们使用这项技术作为应用程序。而现在，我们真正体会到了这项技术的强大力量。因此，我们认为商家和汽车行业最终会发展出一个完全基于人工智能的操作系统，即商家将基本上使用人工智能来运行所有的系统。
So I'll just give you an example. Yeah. And this is stuff that I think is quasi happening. If I'm a car dealership and I'm a marketer there, I would expect my AI agent to show up for me in the morning and say, Hey, we just, you know, we noticed like three or four things last night. This competitor sold these cars. The price on leads is dropped here. We want to take $4,000 and dedicate it to this or we want to launch these 15 new email campaigns. Do we have your your approval?
所以我举个例子吧。嗯，这些都是我认为几乎已经发生的事情。如果我是一家汽车经销商，我是一名营销人员，我希望我的AI代理在早上为我出现，并告诉我，嘿，昨晚我们注意到了三四件事情。我们的竞争对手卖出了这些汽车，线索的价格下降了。我们要投入4000美元，用于这个。或我们要启动这15个新的电子邮件营销活动。我们获得了你的批准吗？
And you can then just say, sure, yeah, yes, launch, don't launch, snooze, delegate, pass it over to my owner to approve it. Whenever it is, the AI will be able to do that. And that's not just generative AI. It's not just that there's a nice chat interface. It's that all the creative already, at least in our case, is is already being developed in part by AI backed a generator. So you can really get away from having to do the drudge work. It'd be more of an executive function. And I think that's what's going to happen.
你可以轻松地说：“好的，是的，启动，不启动，快进，委派，把它交给我的所有者批准。”无论何时，人工智能都能够完成这些任务，这不仅仅是生成式人工智能，也不仅仅是一个好的聊天界面，实际上，在我们的案例中，所有的创造力都是由支持生成器的人工智能开发的。这意味着您可以真正摆脱繁琐的工作，只需要担任执行功能。我认为这就是未来的发展趋势。
AI's are going to run the dealership as a kind of operator while the marketing directors and the owners and the GMs are executives in that role telling them yes, no snooze, delegate, fix, adjusts. That's how it's going to work in five years, less than five years. I think in two years we're going to be there.
在不到五年的时间内，人工智能将以操作员的身份经营经销商，而市场总监、业主和总经理将担任执行者的角色，告诉它们什么可以做、什么不可以做、委派任务、修复问题、调整算法等等。我认为，在两年内，我们就能实现这一目标。
Now while that sounds fascinating, it doesn't sound crazy to me, right? It makes total sense. Like yeah, it's, you know, you're getting you're getting rid of all the kind of grunt work in between and all the analysis. It's just, you know, streamlining that. So it makes total sense. What about from a consumer perspective?
现在听起来很有趣，但对我来说并不疯狂，对吧？它完全有道理。就像是，你知道的，你摆脱了所有的基础工作和所有的分析。只是，你知道的，简化了这个流程。所以它完全有道理。那么从消费者的角度来看呢？
I go on a dealer's website, is it like the chat agent before and we can jump into the chat GBT in a second. But like, well, how does that experience change? I don't even think it's the chat agent. I think that's the, these early phases. I think that consumers are right now. It's not.
我进入一个经销商的网站，类似于在之前的聊天代理上，我们可以在一秒钟内跳转到聊天GBT。不过，这种经历会怎么改变呢？我甚至不认为是聊天代理的原因。我认为这是早期阶段。我觉得消费者现在不是那样。
By the way, I agree with you. I agree with you. I think that's the low hanging fruit here. Oh, it's the lowest hanging fruit. It's just, it's just easy. Like you can get it done. Again, it's technologically right now still not simple as we've discovered, but it's, it's, it's, it's not what's coming.
顺便说一下，我同意你的看法。我认为这里的低垂果实就是它。哦，它是最低的果实。就像你可以做到。虽然我们已经发现，从技术上讲现在仍不简单，但它不是未来的趋势。
And I think what's going to come is again, I really ascribe to the agent approach where I think shoppers right now, I mean, to find out what card to buy, to get information, it's really not easy on Google. It's just, there's so much SEO that has been done over the years and there's so much, so many ways in to, um, to just fall down a rabbit hole and not get the information you need.
我认为，接下来要出现的是一种再次强调代理方式的购物模式。我认为，目前的购物者很难通过谷歌了解到他们所需的信用卡，因为多年来已经进行了太多的搜索引擎优化，有太多的方式使你陷入兔子洞，而得不到你所需要的信息。
I think that, um, the ability of AI to synthesize and summarize, right? Again, we all know it can also hallucinate, right? It makes stuff up, but the ability to synthesize and summarize is just going to make it easy for shoppers to, to like, get the answers they want really, really quickly. And then the agents will be able to do searches for cars.
我认为，人工智能能够综合和概括的能力，对于在线购物者来说非常有用。虽然我们也知道它有时会出现幻觉，编造东西，但是综合和概括的能力将会让用户非常快速地获得他们想要的答案。然后代理人也将能够搜索汽车。
Like you will have agents that will find cars, bring your vehicles, may even negotiate with the dealers agent, ultimately, you know, settle on a price.
就像你会有代理人来寻找汽车，将你的车辆带来，甚至可能与经销商的代理人谈判，最终，你知道的，就是确定一个价格。
I mean, I, I think it's going to go to that point where a lot of the work of the shopping process will be handled and done by the agents. And then you'll just be able to, you know, do the end, uh, as a, as a consumer or do what you want to do. So I think that's, it's just going to get easier to find a research. It's getting it, it's going to be easier to understand what you need. Is a, is a shopper and that it's going to get easier to find the actual vehicles that are available on the lot.
我想说的是，我认为购物过程的许多工作将由代理商处理和完成，到最后你只需要作为消费者完成最后的步骤或按照你想要的方式去做。所以我认为，这将更容易找到和研究产品，更容易理解你的需求作为购物者，也更容易找到实际可用的汽车。
Um, and if you think about where things are going, like, there's no reason why the agents of the dealership don't know what inventory they have. Don't, aren't able to answer a question about a payment and whether it would work for our first and like all the stuff that takes a long time and phone calls and conversations and visits that, that really is accessible to, uh, to these AI agents and we'll be solved by them. Uh, and we think that's going to happen. Not in the next five years. We think that's going to happen much sooner.
如果你考虑事情的发展方向，那么经销商的代理人没有理由不知道他们拥有的库存情况，无法回答关于付款是否适用于我们的第一笔交易的问题，以及处理所有花费很长时间的电话、交谈和访问等事情，这些事情对于这些人工智能代理人来说是很容易访问的，它们会解决这些问题。我们认为这将会发生，不是在接下来的五年内，而是会更快。
What are you building or what did, what have you built for dealers using Chad GPT? Like what's the current tool that you're offering on the market?
你正在使用Chad GPT为经销商建造什么？你已经建造了什么？你目前在市场上提供的工具是什么？
We have so many things we've built internally. We haven't even released. So we're, uh, we're doing a lot of stuff. First of all, for our own stuff, we now summarize massive amounts of internal information at our company for our, uh, team members and managers. So like if, if a, you know, if a call happens in our company with a dealer and there's extra information in CRM or whatnot, it just gets synthesized with next actions with a grade of how much, uh, how many challenges there were that we have to follow up on and it's being used for our own internal business process really effectively now.
我们内部建立了许多东西，但还没有发布。所以我们正在做很多事情。首先，我们将我们公司的大量内部信息总结为我们团队成员和经理使用。如果在我们公司与经销商的通话中存在CRM或其他额外信息，它将与下一步行动综合，并评分以反映我们需要跟进的挑战有多大，现在我们正在将其有效地用于我们自己的内部业务流程。
So what we've released for dealers is, uh, is one thing. Uh, we've released a, uh, chatbot. Okay. What I like to think of is like a shopper assist on the dealership website. Um, that chatbot has all the generative like conversational powers of what you experience when you use Chad GPT 3.5 or 4. But behind the scenes, we've done one thing.
我们为经销商发布的是一件事情，那就是我们发布了一个聊天机器人。这个聊天机器人是一个类似购物助手的存在在经销商网站上。它具有和 Chad GPT 3.5 或 4 一样的生成对话能力。但在幕后，我们只做了一件事情。
Um, and that is, is we've taken the dealers own inventory and data, right? What sits in what we call our CDP layer, right, or customer data platform layer and our car data platform layer, uh, and we've made that accessible and available to the chatbot in very specific ways. So for example, if I'm shopping on the website as a consumer and I, I'm looking at bake corvette, uh, and let's say I come back the next day, the chatbot now knows that I'm interested in Corvettes and it's priming behind the scenes the dealers Corvette inventory at the dealers Corvette specials, right? To be ready to show to me, should I want it?
我们获取了经销商自己的存货和数据，存放在我们所称的CDP层或客户数据平台层以及汽车数据平台层中，我们以非常特定的方式使chatbot能够访问和使用它。例如，如果我作为消费者在网站上购物，并浏览白克特，第二天回来，chatbot就知道我对Corvette感兴趣，正在为我准备经销商的Corvette库存和Corvette特价，以备我需要时展示给我。
My own specific dealership data, my own specific dealership specials, and the shopper can now ask a question like, Hey, how does this compare to the, whatever, to a different vehicle? You know, how does, uh, you know, how does the, uh, uh, Corvette compare to something I'm looking at it even a different OEM and and it will have information and answers. But then it might say, Hey, here's the three Corvettes we have or hey, are you interested in knowing what specials were running in it? It can actually answer that with information.
我的专属经销商数据，我的专属经销商促销，现在购物者可以询问这个问题，比如说，“嘿，这个与另一辆车如何比较？你知道，这个与其他制造商的车辆如何比较？”然后这个系统就会提供信息和答案。它可能会说：“嘿，这里有我们的三辆Corvette，或者你想知道我们正在进行的特别促销吗？”它可以提供相关信息来回答这个问题。
Uh, and that's the information we're providing. It can also know that that shopper, for example, was looking not just at Corvettes, but at another vehicle was also considering a truck. Maybe there's like two things going on there and it knows that and it can then maybe suggest an, uh, an opportunity on, on a truck as well. So that level of interaction is much more natural and fully fledged than basically just what happens today, which is like, Hey, here's some cars, pictures of cars, maybe it's the right cars, not the right cars. Do we get your name and information so someone can call you? Right? This is an actual informative shopper copilot, uh, that will give them a better experience and answer questions.
嗯，这就是我们提供的信息。它可以知道那个购物者不仅看了科尔维特，还考虑了另一辆车，可能有两个选择，它知道并且可以建议关于卡车的机会。因此，这种交互级别比现在的要自然和充分，现在的交互主要是：“嘿，这里有一些汽车图片，也许是正确的汽车，也许不是。我们能够得到你的名字和信息，这样别人才能给你打电话。”这是一个实际的有信息的购物者副驾驶，将为他们提供更好的体验并回答问题。
Okay. So it's not like the traditional chatbots that I've, like I, I always refuse to use those at our dealership because I felt like the experience was just so subpar and I hate them personally myself. But what you're saying is like, look, the biggest difference here is that number one, we've all played with chat GPT and we know that, you know, it's capabilities. But the difference here is that it's, you're saying it's connected to that, it is specific dealerships inventory and specials and so it's able to tailor that specifically for you, your ones and needs as a consumer. And it knows, um, quite a bit of information about what you're more likely to, uh, want because it under, I'm trying to explain in a way that isn't too overly techy. It doesn't really know anything about you. But as you browse, we tell it, I mean, we tell it for this here at Bard or chat GPT, whatever we're using in the background, right? We tell it, hey, here's this person, you know, is, is Billy and Billy is interested in the following three vehicles and also chairs about financing, uh, it cares a lot about financing and specials. Now have a conversation with Billy, go.
好的。这不像是我有过的传统聊天机器人，我总是拒绝在我们的经销店中使用它们，因为我觉得体验非常糟糕，我个人非常讨厌它们。但你的意思是，最大的区别在于，第一，我们都玩过聊天GPT，我们知道它的能力。但这里的区别是，你说它连接了特定经销店的库存和特价信息，因此它能够专门为你、你的需求和消费者来个性化定制，它知道你更有可能需要的信息，因为它了解你的情况。我试图用一种不过于专业的方式来解释它。它并不真的认识你，但是在你浏览时，我们告诉它（我们在Bard或chat GPT中使用的背景），嘿，这个人叫比利，他对以下三辆车感兴趣，而且他在意融资和特价信息。现在跟比利聊聊天吧。
Okay. And, and, and it will forget that the next session unless we, we remind it, right? Because it's, it's what they call stateless, right? So we have to, like, these, what's interesting about these GPT bots, they have a lot of, um, they have a lot of complexity and like, attention, like figure it as attention span, right? So, you know, the way they, they make conversations, they have lots of words. And they just, yes, they don't guess. They calculate what's the next best word to use or next, that's even letter to use. And somehow it comes out right. No one really seems to know why. But, you know, the question is how far back can they look? So, uh, a lot of these, you know, these AI models can only look back a certain amount of time. So if the conversation gets too long, they may lose context. You have to give that, you have to give the chatbot in that moment. The context about the person and we do that. And then we tell it what to do.
好的。但是，接下来的会话，它会忘记除非我们提醒它，对吧？因为它是所谓的无状态的。所以我们必须，就像这些GPT机器人有很多复杂性和注意力一样, 他们的注意力能力很强，所以他们在对话中使用了很多单词，而且它们不会猜测。他们计算使用下一个最好的单词或甚至是下一个字母。结果通常是正确的，但是没有人真正知道为什么会这样。问题是他们能看多远的历史记录呢？很多这样的AI模型只能回溯一定的时间。所以如果对话过长，他们可能会失去上下文。我们必须在这一刻提供聊天机器人必要的上下文, 然后告诉它接下来该如何回答。
Uh, and so at any even moment, that's what happens there. Now, there's a lot of, uh, challenges with that on the technology side. Everyone's like, oh, it's just a, it's just some API. Oh, no, no, no, it is not just some API. You have to deal with real, uh, complexities on how you structure the data that you want the, the chatbot to engage with is you have to deal with what did you need to pull out or because in the end of the day, the dealer needs to lead. Uh, you have to deal with the fact that if you're using just the latest release, uh, uh, four, uh, GPT-4, that is an extremely expensive, extremely slow API. Yet if you use the earlier ones like 3.5 turbo, some of these other ones, they're not that, they don't catch maybe multi-threads, right? And so they'll miss things. And so it's very, very complex to actually get a right in tune it to the experience on a, on a dealership website. We've had some great dealer partners that have been pioneers here and in turning it on to their website and it's good that every day are tuning.
嗯，所以在任何时刻，这就发生了。现在，技术方面有很多挑战。每个人都像是，“哦，它只是一些API。”哦，不，不，不，它不只是一些API。你必须处理与数据结构有关的真正复杂性，你希望聊天机器人进行交互。你必须处理你需要提取什么，因为在一天结束时，经销商需要引导。你必须处理如果你只使用最新版本的GPT-4，那是一个非常昂贵，非常慢的API。然而，如果你使用较早的版本，比如3.5 turbo，一些其他的版本，它们可能无法捕捉到多线程，这样它们就会错过一些事情。因此，真正搞好并调整到经销商网站的体验是非常复杂的。我们有一些非常出色的经销商伙伴在这里开创先河，在他们的网站上启用，每天调整。
Uh, yeah, but that's what we're doing. That's our first foray. Why are we doing it? I don't know. We always wanted to do it. We, we used to use something called Google Dial-Off Flows, which was a Google thing. And we just seemed like better at this stage. So we just were like, let's just do it. Why not?
嗯，是的，但这就是我们正在做的事情。这是我们的第一次尝试。为什么要这么做？我不知道。我们一直想做这件事。我们过去使用过一个名为 Google Dial-Off Flows 的东西，那是谷歌的一个东西。但是在现阶段，我们似乎更擅长这个。所以我们就决定，为什么不试试呢？
You know, uh, here's my crazy idea, right? So it's actually not that crazy, but, but bear with me. Yeah, go for it. So I spoke with one of the founders of one of the largest DMS companies. And I'm sure you could put two two together who it is, up and coming already put it together. Yeah. And what they told me was that, and I didn't know this, but they told me that when they started, they actually acquired a dealer group in order to test their product, which I loved. But, but it gave me this idea, right?
你知道的，嗯，我有个疯狂的想法，实际上并不是那么疯狂，但请跟着我想象一下。好的，说出来吧。我和一家最大的DMS公司之一的创始人交谈过。我相信你也能猜到是谁了，因为它已经得到了很大的发展。他们告诉我，开始时他们实际上收购了一家经销商集团来测试他们的产品，我非常喜欢这个想法。但是，这给了我一个灵感，你听听。
I was thinking about you. I said, imagine if you launched a dealership or you acquired a dealership, you know, it could be a small dealership. And you just completely like overhauled their website. Like that was your testing routes. I'm sure you have, you know, test demo websites, obviously, but I'm thinking like in five years, you know, whatever, whatever time span, like the way I envision carbying using AI is that I go to a website.
我正在想着你。我说，想象一下如果你开了一家经销店或者收购了一家经销店，它可以是一家小经销店。然后你就完全重做他们的网站。就像那是你的测试路线一样。我相信你已经有了测试演示网站，但我想的是在五年内，或者任何时间范围内，我所设想的通过AI使用汽车，是我打开一个网站。
And I don't see anything. Yeah. Maybe there's some in preview of inventory, but it's just a, it's just like a text field. And it's like, what do you want? Yep. Let me serve you. And it's like, hey, I want a 2020, you know, Jeep Grand Cherokee under 40,000 miles. It has to have, you know, this color seats. I needed to deliver to my house within two weeks. I can't pay more than $400 a month. And I'm willing to put this much down. And it's like, data. Data. Data. Okay. Yeah. Use what we have for you.
我什么也没看到。也许在预览库存中有些东西，但那只是一个文本字段。就像是你想要什么一样。让我为您服务。如果您想要一辆2020年的Jeep Grand Cherokee，里程数在40,000英里以下，需要这个颜色的座椅，并且需要在两周内将其送到我家，我每月最多只能支付400美元，并且我愿意支付这么多。数据。数据。数据。好的，让我们使用我们为您准备好的东西。
Well, are you ready to complete the purchase? Just pops up like an apple pay, like that's the type of future that I want to live it. I'll tell you that. I agree with you. I mean, I think it'll be a little bit more suggestions along the way because people do want to look at multiple things, but 100%. We've built something like that internally, like we're playing with that stuff. You know, not to give our road map away too much. You're kissing out our road map away. Give it away. Yeah, so yeah, we're playing with that.
你准备好完成购买了吗？就像 Apple Pay 一样弹出来，那是我想要的未来。我完全同意你的观点。不过，我认为在购物过程中人们仍然希望有更多的建议和选择，但是百分之百的是我们内部已经建立了类似的系统，我们正在尝试和改进。不过，我们不能透露我们的路线图太多，不然会暴露太多细节。是的，我们正在尝试这些方面。
I'll tell you other crazy things, like one of our developers for fun. We collect all the data on every car in the United States every day, right? So we crawl the web, we get every car, we get the price changes. You know, we want to have all that data because we use it for our algorithms. He took, he took an OEM. He took all their vehicles and he put it all in a DB, the types of DBs you need for Chatchy PT and basically let me go as a shopper and just do exactly what you described.
我会告诉你一些疯狂的事情，比如我们的一个开发人员为了好玩而做的。我们每天收集美国每辆汽车的所有数据，对吧？所以我们会在网上爬取所有汽车的信息，包括价格变化。你知道的，我们想要拥有所有这些数据，因为我们将其用于我们的算法。他拿了一个OEM，把他们所有的车辆都放在了一个DB里，这是你需要用于Chatchy PT的类型的DB，基本上让我像一个购物者一样去做你刚才描述的一切。
And it was unreal. I was like, hey, I live in near Cleveland, Ohio and I'm looking for this. And here's what I could pay. And it was like, boom, there it is. Here's the dealerships, here's the cars. And he did that in because we have the infrastructure. He did that in basically 48 hours. And I suddenly had every OEM vehicle available. I figured tips and I could just talk to the bot and have it do whatever I wanted. It was a real agent for me. It was an unbelievable experience as a shopper. And it obviously gave us a lot of ideas for how the OEMs can do some interesting things. So that was definitely the way the things are going to go.
这种体验太不真实了。我跟他说：我住在俄亥俄州克利夫兰附近，我要买这样的车，我能付这个价。结果他就轻松把车行和车辆信息都找到了，这一切只用了48小时，因为我们有相应的基础设施支持。我突然间就可以拥有几乎所有品牌的汽车，只需要给一些提示，让机器人来帮我完成其他事情。这个智能代理人是我的真正代理人，给了我无法想象的购物体验。这无疑给我们提供了许多有关制造商可以做一些有趣事情的想法。这必将是未来的趋势。
And my thing, similar to yours. Do you have some fringe idea, whether it be related to Chatchy PT AI, really the evolution of car buying and the car business using this technology? But do you have some fringe idea? Is something that you think will create billions in value for the industry? I think that there's going to be a lot of opportunity for buying and selling discovery stuff. Like if I'm an inventory person, I'm going to be having an agent crawling in the US car inventory, not just like dealer inventory.
我的想法和你的类似。你有什么非常规的想法，是否与Chatchy PT AI有关，真的可以使用这项技术来进化汽车购买和汽车业务吗？但是你有什么与众不同的想法吗？你认为这将为该行业创造数十亿美元的价值吗？我认为，在买卖发现方面将有许多机会。比如，如果我是一个库存人员，我将拥有一个代理人在美国的汽车库存中爬行，不仅仅是经销商库存。
Like everything out there in what you know, Cox calls the car park, right? It's out there in the world looking for what I want. And there could just be like buying it in auto transporting it to me using these AI agents. So I just think the AI agents are going to do a lot of that work. In terms of the consumer side, I mean, you know, as I discussed before, I think a lot of consumer shopping is going to happen through the agents and they'll do all the research and work and bring you cars. But you know that I don't know. I don't know where it's going to go. It's going to be very interesting.
就像你所了解的所有事物一样，考克斯称停车场，对吧？它在世界上寻找我想要的东西。而且，可能只需要购买它并使用这些AI代理将其运输给我。所以我认为AI代理将会做很多的工作。在消费者方面，我认为很多的消费者购物都会通过代理进行，他们会进行所有的研究和工作，然后为你带来汽车。但你知道我不知道。我不知道它会走向何方。这将会非常有趣。
How has that adoption been of your Chatchy PT tool? Foof insane. Insane. We are going kind of slow right now. Though that should change next week, just because we're like really trying to get it right to your same dealers have appetite for this. Oh my God. Yes. Yes. Yes. They're signing up. They're interested. You see it or like, oh, that's a bridge too far for me. Or, hey, wait, let's, let me see how it goes a little longer. But many of them are just like, oh, yeah, I love that shopping experience because you know what, you can get any chatbot on the internet.
你们的Chatchy PT工具的采用效果如何？太棒了，简直疯狂。我们现在进展有点慢，但下周情况应该就会改变，因为我们想要做到完美，保证你们的经销商们对此感兴趣。天啊，他们真的在注册，真的很感兴趣。有些人可能会觉得这太高端了，有些人会等等看，但许多人真的非常喜欢这种购物体验，因为你知道什么，你可以在互联网上找到任何聊天机器人。
Be it a human backed one, be it a, to do stupid stuff. If you want it to, I mean, you could do whatever you want. You can make them do stupid stuff. You can take a screenshot of that and be like, oh, look how stupid that chatbot is. But you know what, the average customer of which we see tens of thousands of customer conversations on a regular basis, you know, for order or whatever, they're just like they're asking normal questions. They're getting normal answers from our chatbot.
无论是人类的支持还是机器人的，如果你想让它们做一些愚蠢的事情，那都可以。你可以让它们做一些愚蠢的事情，你可以截图，然后说“哦，看看这个聊天机器人是多么愚蠢。”但是你知道吗，我们每天都会看到数万个顾客的对话记录，无论是下订单还是其他方面，他们只是在询问正常的问题，然后从我们的聊天机器人得到了正常的答案。
You know, and here we don't have tens of thousands yet, but we're, you can imagine what we're doing in the background, which we're taking chats that we have from our pre-GPT era. And we're running them through to see what happens in order to model how it works. So anyways, that's like one of the techniques that we've been using to get this right. And it's just really powerful to see that for like regular shoppers, it's doing a really good job, it's just a much more consumer-friendly experience. And it's still getting leads for the dealers.
你知道，在这里我们还没有几万个对话，但是我们正在幕后做的事情，你可以想象一下，我们正在把我们在前GPT时代的聊天记录运行，以看看会发生什么，以建模它的工作原理。所以，这是我们一直在使用的一种技术来做好这项工作。而且，对于普通购物者来说，它的表现非常出色，这只是一个更加消费者友好的体验，同时仍为经销商获取潜在客户。
Meaning dealer conversations are high, excuse me, dealer chatbot to shopper conversations are high and conversions to leads are doing really well. So we have right now about under 100 dealers using it, but that should go up really quickly in the next few weeks. I mean, it's our, we've been limiting supply just to get it right.
意思是经销商与顾客的对话量很高，这里指的是交流聊天。同时，转化率也很好，即聊天会转为销售线索。现在有不到100个经销商在使用此服务，但在接下来的几周里，使用量会迅速增加。这种限制销售量只是为了保证质量。
Yeah, I think that's fair. Look, I think I've also, you mentioned just a doctor has been high, makes sense. I've, I've had conversations with dealers and, you know, like their managers and stores and consumers beforehand are using chatGPT now for like, consumers are using it as an example for, you know, scripts for emailing the dealers. Oh, that's LULIT. Yeah, dealers are using it also for various things, maybe responses or whatnot, but I haven't seen, you know, some technology like this, just get adopted.
嗯，我认为这很公平。你提到医生的费用高这一点我也同意。之前我曾经跟一些毒贩、他们的经理以及店家、消费者进行过谈话，他们现在已经开始使用 ChatGPT 了。消费者用它作为给毒贩写电子邮件的模板，而毒贩也在用它进行各种各样的回复或者其他操作。我觉得像这样的技术很容易被接受。
Buy, you know, everyday people so well and so quickly that it's crazy to think what it's going to be like to buy a car, sell a car within five years. Just that entire experience, it sounds to me like it's going to be a very streamlined business. I don't necessarily think that dealers will know more about you than they do today. And I could be wrong. That's my personal opinion. But I just think that that entire, all that friction in the middle will be eliminated. Yeah.
购物，你知道，日常人们如此熟练地、如此快速地进行购物，以至于想象在五年内购买一辆汽车、出售一辆汽车会是什么样子，都觉得很不可思议。整个经验对我来说听起来像是一个非常精简的业务。我不认为经销商会比今天更了解你。当然我也可能错了。这是我的个人意见。但我认为所有的摩擦都将被消除。
It will create a much better car buying experience. And frankly, I think it's going to level the playing field a bit between, you know, the Carvana car maxes and smaller dealers because if you have this technology layer that's commoditized and anyone can license it and you're paying on a, you know, per usage basis, I don't see why car max or whoever can have this light years better technology, you know, unless they significantly build on top of that. But it just feels like in a way, companies are like full path, like what you're building on in others, sort of democratizing that for every day dealer, which is, it sounds to me like you could even be a tailwind for the small business in the industry, especially at a time when there's a lot of headwinds and we're seeing all this consolidation happen. Yeah.
这将创造更好的汽车购买体验。坦白地说，我认为这将在一定程度上平衡Carvana、car max和较小的经销商之间的竞争，因为如果你有这个技术层，它是商品化的，任何人都可以获得许可，并按照使用量付费，我不明白为什么car max或其他公司会拥有更好的技术，除非他们在此基础上取得重大进展。但在某种程度上，公司像是完整的路径，在别人的基础上建设，为每天的经销商实现了民主化，这听起来对于行业中的小企业甚至可能是一个顺风。特别是在我们看到所有这些合并发生的时候，头顶上有很多逆风。
Now, I think what's going to happen is that either will be less noise, as you said, just less noise in the research, less noise in the back and forth. And in the end, what will happen is that I think the agents, the shopper agents will basically just tell a person, hey, those show up here at this time and you're going to test drive the two vehicles you want to test drive. And then it'll tell them the next to go show it's this other dealership nearby. You'll test drive those two and then you will tell it, hey, I want this.
我认为接下来会发生的是，研究中会减少噪音，就像你说的那样，研究过程中的噪音也会减少。最终，我认为购物代理将基本上只需要告诉一个人：嘿，这两辆车会在这个时间出现，你去试驾这两辆车。然后它会告诉他们去其他附近的经销商测试这两辆车，然后他们会告诉它，嘿，我想买这个。
It will go negotiate that price with the dealer agent incredible with the oversight of the people at every point. And then you'll have a car. Now, I think that would be who the OEMs in general to think about, like, just kind of simplifying the features of their cars and making it like easier to understand the packages. And that that'll help the whole process ultimately be simpler and easier. And we have a way to go on that. It's still pretty complicated to understand what you're getting in a car you're buying.
在经销商代理的监督下，你可以尝试与他们协商价格，这将为你带来非凡的成果。然后你就可以拥有一辆车了。现在，我认为，原始设备制造商应该更多地思考，如何简化汽车特性，并使车辆套餐更易于理解。这将有助于整个购车过程变得更加简单和容易。我们还有很长的路要走。目前，购车者很难了解自己购买的汽车的具体配置信息。
As opposed to say, like a Tesla where it's a little bit, it was designed in a year of more simple packages. I think the mainstream OEMs are still going in that direction and that, by the way, will make things easier for everybody in the process. Our own. This was very insightful. Appreciate you coming on. You have the audience wants to learn more about full baths yourself. Where can they go to learn more? Yes.
相比较于特斯拉，它是在一年内设计出相对简单的包装。我认为主流的原始设备制造商仍在这个方向上前进，顺便说一句，这也将使得整个过程对每个人来说更为简单。这是非常有见地的。感谢您的参与。如果听众想要了解更多关于您自己和Full Baths的信息，他们可以去哪里了解更多呢？是的。
Go to fullbath.com and check us out. And you can definitely, if you are a dealer and you're interested in getting on our wait list for the GBT, we'd love to get it in front of you. So there's a link there on our website. But if they mentioned car dealership guy, we're going to let them cut the line, right? We'll pop it up. Absolutely.
请到fullbath.com浏览我们的网站，如果你是一个经销商并对加入我们的GBT等待名单感兴趣，我们很乐意给你展示。在我们的网站上有一个链接。但如果他们提到是汽车经销商，我们将让他们排队，对吧？我们一定会优先考虑他们的需求的。
I love it. I love it. Hey, thank you. This was awesome. I had a good time. This was awesome. And you know, it's going to be interesting. I'll ping you. First of all, I'm sure we'll be in touch very frequently over the coming months and weeks.
我喜欢它，我喜欢它。嘿，谢谢你，这太棒了，我玩得很开心。这太棒了，你知道，这会很有趣。我会联系你的。首先，我相信在未来几个月和几周里，我们会经常保持联系。
But more importantly, in the future, I'm going to be very curious to see when we look back at this episode, you know, a year, two years. And we say, wow, like did that come, you know, did that manifest, you know, did this actually happen, did that not happen? What does this look like? I think that's going to be very interesting to see because things are just happening so, so quickly right now. So, I think it's going to be an exciting time.
但更重要的是，将来，当我们回顾这个事件时，比如一年、两年后，我会非常好奇，我们会惊叹，嗯，它真的发生了吗？这个确实发生了吗？它是什么样子的呢？我认为这将是非常有趣的，因为现在事情发生得太快了。所以，我觉得这将是一个令人兴奋的时刻。
Yeah, we see ourselves as like one of the RD labs for the industry. And so we want to push the envelope, but I agree with you. We got to look back and see what actually happens. So I look forward to that. I really appreciate you coming home. Take care. Appreciate you.
嗯，我们把自己看作是工业研发实验室之一。因此我们希望推动技术发展，但我同意你的观点。我们必须回顾过去发生的事情。所以我很期待这个。感谢你回来。注意保重。感激你。
Alright, hope you enjoyed that episode. Please give the podcast a rating, consider subscribing to the show and check the show notes for links to what we talked about. Thanks for tuning in. See you guys next time.
好的，希望您喜欢这一集。请为这个播客打分，考虑订阅该节目并查看节目说明中我们讨论的链接。感谢您的收听。下次再见。