Can AI really handle your dealership's SEO? In this first episode of In Search of Insights — a new spinoff of the In Search Of podcast — Wikimotive Co-Founder Zach Billings joins Dan Barker to unpack the realities vs. misconceptions surrounding generative AI in automotive marketing.Why Watch

• Understand where AI tools actually fit into dealership marketing workflows
• Learn why AI content can't simply replace human SEO strategy
• See how Google's AI Overviews are impacting blog traffic and search behavior
• Get a preview of real data from ongoing studies into LLM behavior, content performance, and consumer search habits
• Walk away with clarity on what matters heading into Q4 — not just hype

In This Episode 00:00 – Intro: Welcome to In Search of Insights 01:00 – Zach's preferred LLM & why switching is a pain 05:15 – Early AI in automotive: From Anabot to GPT-3.5 hype 10:30 – Why early AI SEO claims were overblown 15:40 – What's actually changed (and what hasn't) in AI + search 19:35 – Google Analytics blog traffic drops & AI Overviews 23:10 – Human content vs. AI content: what Google actually respects 25:55 – Learning to prompt vs. learning to search 31:00 – LLMs vs. Google: different tools, different roles 36:05 – Common dealership misconceptions about AI content 40:05 – Upcoming studies: content length, transactional search, and LLM data 41:25 – Wrap-up & looking ahead to MRC presentationAbout In Search of Insights A monthly, no-fluff snapshot of the automotive marketing landscape — designed for dealership stakeholders, management, and marketers who want clarity, not hype.