Car buying has never been simple. But today’s shoppers expect more: transparency, speed, and a process that feels tailored to them, not just the dealership. In this conversation with Emma Hancock from Automotive News, Paulo da Silva, Vice President & General Manager of Digital Commerce at Cox Automotive, unpacks how the smartest dealers are flipping the script. Instead of seeing negotiation as a tug-of-war, forward-thinking teams are using AI-powered insights to turn every deal into a win-win. The result? Less friction, more trust, and a path to “yes” that’s faster for everyone. 

When you put the shopper first, you don’t lose control—you gain a collaborative edge. With access to behavioral data and tools that surface buyer signals in real time, sales teams can structure deals that feel personal and fair, whether the customer is online, in-store, or somewhere in between. It’s not about replacing the art of the deal; it’s about giving your team the intelligence to make every negotiation smarter, more efficient, and more profitable. Dive into the interview and learn how smarter insights make deal-making more efficient and satisfying for both sides.