Comprehensive consumer data experience, or CDXP, is the newest, trendiest buzzword in the marketing industry. But don’t expect AI or digital retailing to go away, according to DAS Technology Co-Founder and CEO Alexi Venneri. 

“We knew about it [AI] before it was coming down the pike, and we also knew about some of the potential challenges,” Venneri said during a Feb. 2 session at the NADA Show 2024 Live Stage. “I think it kind of concerned us early on before it even was a thing. So, we’ve been very, very mindful to build our own guiderails and to make sure we’ve got a vetting process.” 

In other words, nobody wants an AI-enabled chatbot to go rogue and start communicating with customers, Venneri said. 

Venneri sat down for the Live Stage session with Cliff Banks, founder of AUTOVATE & The Banks Report, to discuss the results of DAS  Technology’s 10th annual Automotive Customer Experience Trends Study, which surveyed more than 7,000 recent consumers who bought or serviced a vehicle.

The survey found that while customers like to start their car-buying journey online, they do not want a pure digital retail experience. 

Only 2.4% of respondents said they wanted to go through the entire process digitally. 

“They actually want to talk to your team,” Venneri said, but warned, “they don’t have the patience for harassment.” She stressed the importance of having a clear, consistent and accurate message to instill consumer confidence. 

DAS Technology is an NADA Show Live Stage sponsor.