Critical Shifts:
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Data-Driven Operational Integration: The focus of automotive tech is shifting from isolated AI tools to fully integrated systems that connect unified data (like the Spark AI layer) directly into daily retail workflows to solve practical operational friction.
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Innovative Remote & Human-Centric Staffing: Progressive dealerships are leveraging technology to overhaul traditional roles—such as implementing fully remote F&I coverage to mitigate turnover and sending personalized video walkarounds to build early customer trust.
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Practical Execution Over Hype: Industry leaders and independent operators are prioritizing scalable, dealer-led solutions that deliver immediate efficiency, cleaner compliance, and measurable business outcomes over simple technological novelties.
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Reynolds and Reynolds used its 2026 Amplify summit to showcase how artificial intelligence, unified data and connected dealership workflows are being applied to everyday retail operations.
The two-day event, held at the Park Hyatt Aviara in Carlsbad, California, brought dealership teams and industry leaders together for technology demonstrations, workshops and discussions focused on turning new technology into measurable business results.
A major focus was Rey, Reynolds' agentic AI assistant, which uses the company's Spark AI Unified Data Layer. During hands-on sessions, dealers explored using the system for reporting, customer communications, deal structure, operational analysis, workflow automation and strategic recommendations.
Reynolds executives also highlighted efforts to connect customer data across dealership operations and simplify fixed operations through Reynolds Flex.
Workshops covered a range of issues relevant to dealership operations, including compliance, paperless service processes, data quality, inventory strategy, accounting efficiency, warranty optimization and responsible AI adoption.
Dealers Share What Is Working
The summit also recognized five finalists in the 2026 Automotive Amplifiers Contest, with winners receiving trophies and a $5,000 donation to a charity of their choice.
Chris Lasko of BMW of Pittsburgh received the Innovation Award for developing a fully remote finance department. The approach allows the dealership to maintain F&I coverage during vacations, illness and turnover while expanding its potential talent pool beyond the local market. Lasko selected the Andrew Carnegie Free Library for the $5,000 donation.
Randy Carlton of Volvo Cars Bellevue, part of Swickard Auto Group, received the Impact Award for requiring salespeople to send video walkarounds of vehicles to every lead by email or text.
The video approach is designed to create an early connection between the customer and salesperson and help customers recognize their sales associate when they arrive at the dealership.
The finalist presentations were intended to highlight dealership-developed solutions to operational challenges, rather than simply showcase new technology.
Amplify 2027
Reynolds also announced the dates and location for next year's event. Amplify 2027 will be held August 19-20 at the Gaylord Opryland Resort and Convention Center in Nashville. Registration is already open.
Bottom Line
The message from Amplify 2026 was less about AI as a standalone technology and more about connecting data and automating dealership workflows. For independent and used-car dealers, the examples around remote F&I, video follow-up, inventory and operational automation offer a look at how larger dealership groups are using technology to address staffing, customer response and efficiency challenges.
