Using an AI detection tool to prepare your dealership for AI-driven search

As artificial intelligence (AI) becomes increasingly integrated into consumer behavior and digital tools, dealerships must decide whether to allow AI bots and crawlers to access their websites. Many dealers have embraced AI to streamline operations like inventory tracking and customer service, but fewer have considered how AI interacts with their dealership’s online presence. Using an AI detection tool can help dealerships assess how AI systems view and interpret their sites, a critical first step in understanding visibility and optimizing for future growth. A large portion of dealership websites are actively restricting or blocking AI access. This can limit visibility, distort search results and hinder future performance.

On this episode of Up to Speed, Mike Mader, Principal with Baker Tilly’s dealership advisory service team, is joined by Adam Gillrie, Strategist and Founder of Savvy Dealer, to discuss how blocking AI from your website can stifle growth and lead to long-lasting impacts for your dealership.

Gillrie reveals that approximately 30% of dealership websites completely block AI crawlers, while another 50% restrict access in ways that render their content unreadable to AI tools. While these actions may stem from legitimate concerns, such as protecting employee data or avoiding misuse of inventory information, they may also inadvertently undermine future visibility and competitiveness. With so few dealerships currently allowing AI to crawl their sites, this points to a major opportunity for dealerships that use an AI detection tool to evaluate and optimize their AI accessibility before competitors do.

The reason behind blocking AI often mirrors early hesitancy toward search engines like Google. In Google's early years, businesses resisted allowing the search engine to crawl their sites, fearing resource drain and loss of control. Today, similar fears are resurfacing with AI. Some website providers, particularly caching companies, are even positioning themselves as gatekeepers, offering “AI positioning” services that act as toll bridges between dealership websites and AI tools.

Now, AI is increasingly used by consumers for research and even making purchasing decisions. Tools like ChatGPT and Gemini are beginning to analyze dealership websites to determine which stores best match a buyer’s needs. If a dealership’s site is blocked or unreadable, it risks being excluded from AI-generated recommendations, potentially losing visibility in a future where AI-driven search becomes the norm.

Moreover, AI tools are not just scraping data – they’re synthesizing it to provide confident, albeit sometimes inaccurate answers. When AI lacks access to accurate dealership information, it may rely on outdated or incorrect sources like third-party aggregators. This can lead to misinformation about dealership ownership, location or inventory, eroding trust and relevance from potential customers.

To remain trustworthy in AI searches, dealerships must take proactive steps:

1. Stop blocking AI access: The first and most important step is to remove barriers that prevent AI from accessing your website content. Adjust server settings and caching configurations that may inadvertently block AI crawlers.
2. Optimize website structure for AI: AI tools don’t crawl as deeply as a traditional search engine. Because of this, dealerships should ensure that key information such as inventory, contact details and service offerings are easily accessible on main pages like the home page and About Us.
3. Use AI detection tools: Platforms like Savvy Dealer’s AI detection tool can help dealerships assess whether their websites are AI-friendly. These tools identify hard blocks, page visit limitations and data center restrictions that may hinder AI access.
4. Engage with web providers: Since most dealerships rely on third-party vendors for website management, it’s essential to communicate clearly with providers. Dealers should ask for timelines and solutions to make their sites AI-accessible and avoid falling for proprietary “AI standards” that may not align with how AI tools actually operate.
5. Stay flexible and informed: The AI landscape is dynamic. What works today may not work tomorrow. Dealerships that remain agile by testing new strategies, adapting search engine optimization (SEO) strategies for AI and staying informed will be better positioned to capitalize on emerging opportunities.

Ultimately, the goal of AI is to deliver accurate, personalized answers in a single search. Dealerships that align their digital presence with this goal stand to gain significant visibility and customer engagement. Blocking AI may offer short-term protection, but in the long run, it risks obscurity in an increasingly AI-driven marketplace.