Insight 12 www.aftermarketonline.net DECEMBER/JANUARY 2026 One of the most notable buzzwords of 2025 is ‘AI’ (artificial intelligence). It can often be referred to in name as ChatGPT or Microsoft Copilot, for example — which return information sourced and “learned” from the internet, often in a few seconds. Fast becoming a go-to aid in a similar way that traditional search engines have established themselves as a staple of modern life, this virtual resource has several uses. These include answering questions on a specific topic, analysing and summarising content and data, or helping to write a piece of text, whether this be a report, a letter or a social media post — which may not be a natural or simple exercise for some. There is an argument that AI brings several benefits for businesses, including garages, as it has the potential to drive further efficiencies and reduce the burden of repetitive or administrative tasks — freeing up time that can be spent on other activities. Whilst AI has its place and advantages and may act as a ‘template’ and starting point for how things may be done, it is similarly important that it is used in the right way, and not be counter-productive in the delivery of high standards of customer service. When it comes to using AI for the purpose of communications, AI-generated copy has its own recognisable style, may appear formulaic, ‘Americanised’, lack empathy, and contain inaccuracies. This is where AI can have its limitations, because good customer service is built through interactions centred around the personal touch and tailored approaches to reflect individual needs and circumstances. This is where human intuition is vital to responding in the right way, and where personal altruistic gestures, such as goodwill and going the extra mile in a customer’s time of need — shown by countless examples within nominations for The Motor Ombudsman’s annual Star Awards, which play a key role in building all-important satisfaction, long-term loyalty and helping to offset the risk of complaints. Generated AI cannot make this type of call in the spur of the moment like human thought-processes are able to. Similarly, should something go wrong in the eyes of a consumer and a dispute arises, finding an effective route forward that works for all parties is key to maintaining a positive relationship. AI may give a helpful steer in terms of how to approach a complaint — what can sometimes be a confrontational and emotionally charged scenario — but it is ultimately the art of personal decisionmaking, judgement and discretion by a business that will be a key factor in determining how best to respond. AI tools offer many answers and can be a useful reference point but may not provide all the solutions. With a garage being a customer-centric environment, AI can certainly act as a helping hand. However, while never leaving communicating and decisionmaking solely in the hands of a computer, AI, used wisely, can prove a gamechanger. Visit www.TheMotor Ombudsman. org/garages/tmo-accreditation/ benefits-of-joining for more information on accreditation to TMO’s Motor Industry Code of Practice for Service and Repair. Why the personal touch wins every time Bill Fennell, chief ombudsman and MD at The Motor Ombudsman (TMO), says workshops should not replace human interactions with AI Personal judgement, decision-making and discretion is ultimately the best
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