Impel and RockED worked together to offer special training focused on artificial intelligence.

On Thursday, Impel launched the Automotive AI Certification Program, which the solutions provider said is a first of its kind initiative aimed at equipping automotive retailing professionals with the skills and knowledge needed to succeed in AI-centric work environments.

Developed in partnership with RockED, Impel insisted the certification “sets a benchmark” for AI fluency and workforce readiness in automotive retail.

Available by downloading the free RockED mobile app, the Automotive AI Certification Program includes more than 70 microlearning modules focused on core AI concepts, real-world applications, and best practices for using AI solutions to drive productivity and performance.

Delivered through short-form video, Impel highlighted the content is designed for modern learners — on-demand, actionable, and engaging.

Also available on the RockED app is an Advanced Automotive AI Certification Program, designed to help automotive managers and executives successfully plan and implement AI programs and strategies.

In just four weeks since its limited rollout, Impel said 2,000 automotive professionals have enrolled in the free program, underscoring the strong demand for accessible, role-based AI training tailored to the nuances of automotive retail.

“We’re not just talking about the future of work. We’re helping to deliver it, today,” Impel co-founder and CEO Devin Daly said in a news release. “As AI reshapes virtually every industry, success will increasingly hinge on how well people and technology work together. Simply put, the people who thrive ten years from now will be those who know how to co-work effectively alongside AI.

“This Certification Program was built to equip automotive professionals with the skills and confidence to thrive in that new reality,” Daly continued. “It’s about empowering employees, driving operational excellence, and building a more agile, future-ready workforce. We’re proud to be setting the standard and even more excited about the impact this program will have on the careers of thousands of professionals across the industry.”

As AI reshapes every industry, Impel and RockED acknowledged success will hinge on how well people and technology work together.

“The people who thrive will be those who know how to work effectively alongside AI,” the companies said. “This program was built to equip automotive professionals with the skills and confidence to thrive in that new reality.”

For automotive professionals, Impel and RockED pointed out the certification can be a catalyst for career development, equipping them with the in-demand, future-ready skills necessary to elevate their performance and unlock new advancement opportunities.

For automotive retailers, the companies see the certification as a valuable new resource designed to improve workforce performance and retention.

“By upskilling employees and empowering them to take on more strategic roles, dealers can increase employee satisfaction and reduce turnover, while driving greater operational efficiency and long-term business growth,” Impel and RockED said.

The companies went on to say the Certification Program is arriving at a critical time for businesses.

As AI adoption surges across all industries, Impel and RockED said employees are being asked to adapt to new processes, workflows, tools, and job responsibilities. The Automotive AI Certification Program is designed to help them do just that, providing accessible, practical training that enables staff members in every department to work confidently and effectively alongside AI.

Much like Google Analytics certification became an industry standard for digital marketing, the companies said this program is positioned to be the “gold standard” for AI readiness in automotive retail.

Learners who complete the certifications can earn digital badges and shareable credentials, signaling verified expertise in automotive AI. These credentials can be added to resumes, email signatures, and social profiles, offering a competitive edge in an increasingly tech-driven workforce.

“AI is fundamentally changing how work gets done in automotive retail, and that shift requires more than just new tools, it demands new capabilities,” RockED CEO Matthias Stoever said. “This Certification Program is about more than just knowledge transfer. It’s about enabling confidence, adaptability, and long-term career growth.

“By delivering engaging, accessible learning experiences directly to the devices of dealership employees, we’re meeting learners where they are, and helping them rise to where the industry is going. Together with Impel, we’re proud to provide the kind of forward-thinking education that today’s workforce deserves,” Stoever continued.

Prior to the launch of the industry-wide Automotive AI certification, Impel and RockED partnered to deliver on-demand product training for Impel customers, providing tailored educational tracks designed to help dealers maximize the value of their investments in AI across chat, sales, and service operations.

RockED Founder Marco Schnabl added: “This program represents a turning point in workforce development for automotive retail. The dealerships that will thrive are those that consistently invest in their people and equip them for the continued transformation of our industry.

“By combining Impel’s AI expertise with RockED’s mobile-first learning approach, we’re giving employees learning that not only expands their knowledge today but also prepares them to adapt and succeed as the industry evolves,” Schnabl went on to say.