In a recent article for Equipment Dealer, the member publication of the North American Equipment Dealers Association (NAEDA), Brilliant Harvest CEO Remi Schmaltz shared multiple ways artificial intelligence (AI) can be leveraged to support equipment dealers. In “Solving the Talent Gap: How AI Tools Support and Retain Dealer Teams,” Schmaltz offered learned perspective and actionable insights to answer the ongoing challenges dealers face, from finding and retaining skilled staff to dealing with seasonal fluctuations to post-sale support, among others.

Having met up with Remi and his colleague Leah Olson at multiple events earlier this year, it was clear that the minds behind Brilliant Harvest know a thing or two about farming because they’ve seen a thing or two about farming, to coin the phrase. Described as someone who “has farming in his blood,” Schmaltz’s family has been in agribusiness for over 100 years, including farming, ag retail and an equipment dealership. As is the case with so many tech innovators making news across the ag equipment dealer space these past years, his innovations emerged to solve a clear and present need. To that end, he created Brilliant Harvest, an AI-powered helpdesk made to empower equipment dealer teams across the entire customer experience (CX), from purchase to repair.

Here’s a random sampling of solutions which equipment dealers can employ explained in clear terms which seems vital to bridging the gap between those machine-minded technicians and the need to embrace the technological advancements so prevalent on the agriculture scene today.

The issue is clear and Schmaltz states it so: Retaining skilled staff while managing increased demand is a huge challenge. With equipment dealers having to contend with myriad issues, especially during peak seasons, the struggle of keeping both staff and customers happy is very real. Losing the loyalty of either can be a game changer in any business environment. As we’ve heard from so many dealers, more than ever customers are seeking exceptional service and the realities of real competition are hard to ignore.

Are businesses creating a flight risk with both staff and customers by ignoring their needs?

The meaning behind exceptional service may be different from one dealer to the next, but as Schmaltz notes, supporting the customer experience with technology can go far in delivering a return on investment (ROI). He says that an AI-driven customer experience can serve as “a transformative aid designed to bridge the talent gap in dealerships, enhance employee satisfaction, and ensure that staff can focus on high-value, strategic tasks.”

Identifying the Problem, Embracing Solutions

On the talent side, the skills gap is hardly a secret. A cursory glance at websites and social media pages of dealers across the country shows just how bad the problem remains. Add to that the complexity of the incoming technologies for advanced systems within dealerships required to maintain a competitive advantage and boost the dealers’ bottom line, and it’s a perfect storm. Unwelcomed as it is, the storm brings opportunities to bridge the divide between technicians and IT/AI-knowledgeable staff which makes 2025 a prime time for growth in this area.

At a recent meeting of equipment dealers from across the U.S. and Canada, discussions in exhibit booths, educational sessions, networking events and friendly dialogue between attendees carried this theme. How to ensure the strength of dealers a year and a decade from now if these skills gaps are not addressed? Paraphrasing a renowned radiologist who works with Stanford Univ.’s Human-Centered AI (HAI), as well as the former Microsoft AI team member who spoke at a recent industry summit, those — in this instance dealers and individuals — who do not come to understand the value of, and leverage, responsible artificial intelligence will be at a competitive disadvantage.

“It is increasingly difficult to fill roles with candidates with the specialized knowledge required to handle complex inquiries,” writes Schmaltz. He adds, “This talent gap leads to overworked employees and delays in service, affecting customer satisfaction. For a business that relies heavily on strong customer relationships, this can be a serious issue. This is where AI tools provide a modern solution, serving as a ‘team member’ that can assist in meeting demand, providing information, and improving the overall customer experience.”

Supporting the need for dealers to alleviate the burden on their time and that of their staff is a primary goal of the majority of IT and AI-enabled innovations emerging onto the ag equipment arena. It’s that simple. Getting more done, making time for more customers, nurturing existing customers to build loyalty (to keep them from going elsewhere), and lightening the load on internal teams are not just nice but necessary in today’s challenging business climate.

“AI-powered support systems help alleviate the burden on dealership staff by handling repetitive, information-driven inquiries and tasks,” contends Shmaltz. He offers a prime example: AI chatbots and support systems can manage the initial interactions with customers, answer frequently asked questions, and provide helpful information on routine topics, such as maintenance schedules and troubleshooting steps. What’s more is that dealership staff is then able to focus on the more complex issues that require human expertise. Of many benefits, this provides them with breathing room during busy periods, which, in turn, reduces turnover, he adds.

For dealers struggling to see the broader benefits of AI in their stores, consider this. “AI tools can be equipped with data on the latest products, specifications, and common technical issues, offering customers quick and accurate answers. This not only speeds up sales and service but also ensures that customers feel valued and supported, even when there are staffing constraints,” Schmaltz writes.

How AI Supports Staffing Issues

With regard to helping staff learn and leverage new technologies, it’s simpler than one may think. Schmaltz, in his article, zeroed in on upskilling with AI as a “partner in learning,” saying this: “AI-powered solutions don’t just provide immediate assistance; they also have the potential to help dealership employees build their expertise. By using AI as a ‘virtual trainer,’ staff can access detailed product information, learn from customer interactions, and become better equipped to handle a broader range of questions and issues. Over time, employees develop greater confidence and technical knowledge, effectively closing the skill gap from within.”

Again he offered useful examples, noting, “Some AI tools provide real-time guidance to staff during customer interactions, suggesting relevant information or troubleshooting steps based on historical data. This on-the-job support speeds up the learning curve for newer employees and helps them serve customers more effectively.”

Driving Customer Loyalty After the Sale

The issue of competition is ever-present in any equipment dealers’ mind, as well it should be. Customers have more choices than ever, so making the case for tools that support an exceptional customer experience — before, during and after the sale — is essential.

Schmaltz knows all too well, from his experience on the farm and with customers, that farmers depend on reliable support to keep their equipment running smoothly, especially during crucial seasons. They also value knowing that their dealer understands them and meets, if not anticipates, their needs.

“By using AI to provide consistent, round-the-clock assistance, dealerships ensure that customers feel supported and valued long after their purchase, regardless of their purchase size. This builds loyalty, as customers are more likely to stick with a dealership that offers dependable, ongoing support,” writes Schmaltz. He offers even more reasons for dealers to embrace AI-powered systems, including that they can keep track of customer interactions, allowing dealerships to deliver a personalized experience. He explains that AI can log service histories and use them to suggest relevant maintenance checks or product upgrades, which serves to show customers their needs are understood and anticipated.

“Personalized interactions like these can be powerful drivers of customer loyalty,” contends Schmaltz.

Why Messaging Matters

Getting these clear messages about the value of AI in the industry across to equipment dealers is vital. Slow and steady, but certain, this appears to be happening. I’ve seen and heard it first-hand. As we see happening more and more at in-person industry events, on social media channels and with thought leaders like Schmaltz and others — whose passion combines decades of farm experience with a need (and ability) to solve problems, the process of bridging the knowledge gap, the skills gap and the tech gap has begun.

Here’s to more intelligent conversations on current solutions to real problems. Keeping our collective eyes on the prize of a thriving industry — one farmer, one dealer at a time — will surely help bring ideas, innovations and actionable insights into the spotlight for success.

It seems everyone’s goal is advancing the industry and the equipment dealers whose commitment to continuous improvement now and well into the future.