Swickard Auto Group is taking its partnership with Reynolds and Reynolds to another level — the AI level.

The Las Vegas-based dealership group said its expanded partnership with the dealership software provider will deploy advanced artificial intelligence tools designed to improve customer engagement, strengthen retention and drive more consistent communication throughout Swickard’s 53 locations in Alaska, California, Oregon, Washington and Hawaii.

The initiative is centered on Reynolds’ Curator platform and Engagement AI capabilities, which the company said use real-time data and predictive insights to help dealerships move from “reactive outreach to more proactive, structured customer engagement strategies.”

In a news release, Reynolds described Curator as “the industry’s first unified intelligence engine,” designed to continuously consolidate and analyze dealership data to identify opportunities in sales, service and retention, allowing the stores to act on customer behavior, ownership cycles and service patterns.

With Curator paired with Engagement AI, Reynolds said, Swickard can automate and scale communication while maintaining consistency and relevance.

“Swickard has been focused on building a real AI strategy — one that is grounded in our data and integrated into how we operate every day,” Swickard Auto Group CEO Jeff Swickard said. “Expanding our partnership with Reynolds to implement Curator and Engagement AI reflects our commitment to using cutting-edge technology in a practical way to improve communication, reduce missed opportunities and strengthen long-term customer relationships.”

Jeff Swickard

The new technology represents a step up in Swickard’s long partnership with Reynolds, the companies said. Swickard’s decision to embed AI-driven insights into daily workflows was meant to ensure teams its teams are operating with a unified and data-driven approach rather than relying on manual processes and fragmented systems.

Swickard is implementing the technology in multiple markets, including its stores in Alaska, where the dealership group said geographic dispersion and seasonal variability require a more consistent and proactive approach to customer communication.

Reynolds president and acting CEO Chris Walsh said Curator and Engagement AI use the company’s Spark AI unified data layer “to help dealers turn data into action. From single-point stores to the largest dealer groups in the country, including Swickard Auto Group, those tools are driving significant gains.

“Swickard continues to lead in adopting solutions that create more consistent engagement and measurable improvements across the business, and we’re extremely proud to partner with them on their DMS, CRM, CDP and artificial intelligence.”