The latest development to germinate from Cox Automotive’s acquisition of Fullpath bloomed on Thursday. It’s an upgrade for VinSolutions.

Cox Automotive said all mutual Fullpath and VinSolutions clients will have an embedded customer data platform (CDP) bolstered with artificial intelligence insights powered by Fullpath technology.

“Other CDPs are mostly focused on data ingestion, structuring and organization. With Fullpath’s CDP in VinSolutions, we put the power of that data directly in the hands of sales reps to personalize every interaction and close more deals,” said Paulo da Silva, vice president of digital commerce at Cox Automotive.

“What’s unique about Fullpath and VinSolutions is that the embedded CDP can also be upgraded seamlessly with Agentic AI capabilities to make that enriched data truly actionable,” da Silva continued in a news release.

The VinSolutions integration with Fullpath’s CDP provides three major value points for dealers:

—One less system to log into: Their existing CDP instance is now accessible directly through VinSolutions.

—More customer context: The AI summary powered by Fullpath is surfaced in the customer profile, giving users additional insight at critical moments of engagement.

—Website activity in VinSolutions: Fullpath website data is now visible directly in the VinSolutions’s timeline.

“This release brings the industry’s most powerful first-party data and AI-powered customer intelligence directly into the CRM dealers use every day,” said Jessica Stafford, senior vice president of consumer solutions at Cox Automotive.

“Capabilities that used to require a separate platform and a separate budget, are now built directly into the system they already know. Only Cox Automotive can deliver this supercharged value at scale,” Stafford added.

Cox Automotive highlighted a few other hypotheticals to show what the VinSolutions integration with Fullpath can do, including:

—A marketing director can target shoppers who are in-market

—A GM or GSM can see which deals are closest to closing

—The sales team walks into every conversation with AI-powered insights already on the record they’re viewing

“Bringing Fullpath’s CDP intelligence directly into VinSolutions feels like watching two powerhouse digital platforms lock together,” said Don Erwin, who is marketing and communication director for Mountain View Automotive Group based  in Chattanooga, Tenn.

“Suddenly, the customer profile isn’t just a CRM record. It becomes a living picture of that shopper’s journey, interests, activity and intent. This integration doesn’t simply pull back the curtain on the customer; it practically tears it away, giving our team a level of visibility we’ve never had inside the CRM before,” Erwin continued in the Cox Automotive news release.

The embedded CDP upgrade is being rolled out to all customers who have VinSolutions CRM and Fullpath through the end of the year.

“The pace and depth of innovation that has defined Fullpath will accelerate now that we’re part of the Cox Automotive portfolio,” said Aharon Horwitz, CEO and co-founder of Fullpath. “Nobody else can pair our AI with data at this scale. That’s going to drive value for dealers — and for this industry — that no one else can touch. And this is just the first move. There’s a lot more coming from Cox and Fullpath together.”