EDITOR’S NOTE: The following is a GuestView by Chris Yeloushan and Pete Eppele of Rollick, a company that connects manufacturers, dealers, and finance and insurance providers with in-market consumers to deliver a seamless customer journey from pre-purchase through re-purchase.
AI is reshaping how RVs buying happens, and the transformation is unfolding faster than anyone in the industry expected. Today’s shoppers are not simply browsing websites for information; they are online for almost every step of the journey. They want clarity at the beginning, inspiration in the middle, and confidence at the end. More importantly, they want this entire process to be personalized to their needs and timeline – from the very first search to the final decision.
For RV manufacturers and dealers, this shift offers a chance to change the game with innovative technology. Meeting the expectations of today’s shoppers can foster loyalty and growth, making them feel supported and valued as they engage online. Agentic AI enables consistent, intelligent shopping experience across OEM, dealer, and marketplace websites, showing a commitment to meeting customers where they are.
Rollick’s AI Shopping Assistant (our next-generation, intelligent shopping companion to be launched in early 2026) will empower RV OEMs and their dealer networks to embrace AI innovation confidently. It will create a unified ecosystem where every shopper receives a high-quality, personalized experience that leverages proprietary OEM data and content.
Modern RV buyers follow their own path, with diverse needs and behaviors. Some begin on an OEM site to understand a brand lineup; others start with dealer inventory, and many jump between marketplaces, social media, and review platforms. Rollick’s AI Shopping Assistant will adapt to these varied behaviors by maintaining context throughout the journey, providing relevant product information, recommendations, and guidance at the exact moment a shopper needs them. If a shopper compares floor plans, the Assistant will deliver clear side-by-side insights. If they are exploring two capacity requirements, it will provide accurate guidance based on real specifications. If they need clarity on pricing or availability, it will connect them with verified information from dealers or OEM systems. It will bring transparency to a process that has historically lacked it and enable dealers to move shoppers along in their buying process to deliver incremental sales opportunities.
For OEMs, the value is immediate. The AI Shopping Assistant does more than increase website engagement; it improves lead quality by providing shoppers with the proper knowledge and tools before they submit their information, all while maintaining strict data privacy and security standards. When buyers arrive with greater intent, dealers spend less time educating and more time closing deals. OEMs gain visibility into what shoppers are asking, what products they are comparing, and where they may be hesitating, which helps marketing teams refine messaging and product teams understand their buyers.
Dealers experience equal benefits because the assistant serves as a knowledgeable first point of contact. Instead of receiving leads that require extensive reeducation, sales reps gain prospects who have already evaluated models, researched features important to their purchase decision, and identified the units that best match their needs. This shortens the sales cycle, reduces friction between customers and sales teams, and increases the likelihood of a positive experience. In a competitive retail environment where shoppers often reach out to multiple stores simultaneously, being the dealer who responds to a more educated buyer can make all the difference.
Another decisive advantage of Rollick’s AI technology is consistency. Historically, each dealer’s digital experience varies, creating irregularities that confuse shoppers and weaken brand perception. By enabling OEMs to deploy the same AI-powered guidance across their dealer network, Rollick will ensure that buyers feel supported in the same way regardless of which site they visit. This will strengthen dealer partnerships while building trust with consumers. A consistent guided experience removes one of the most significant sources of frustration in the RV shopping process: the feeling that information varies from site to site.
The RV industry is entering a new era where digital experiences carry as much influence as in-person interactions. Rollick’s AI Shopping Assistant will equip OEMs and dealers with the tools needed to meet today’s shopper’s expectations while preparing for tomorrow’s consumer landscape.
