GM expands Impel AI chat to dealers nationwide

General Motors has selected Impel to provide AI-powered chat capabilities to GM dealers nationwide through the Digital Dealer Solutions program. The move expands an existing partnership and gives participating U.S. retailers a tool aimed at boosting engagement, appointments and conversion across sales and service.

Why it matters: - General Motors is broadening AI tools available to its dealers as customer expectations rise and online retail becomes more competitive. - Impel’s Chat AI is designed to help dealers respond faster, capture more demand and convert more website traffic into sales and service appointments. - The expansion adds to an existing GM-Impel relationship that already includes exclusive digital merchandising for GM and the preferred merchandising solution for CarBravo.

What happened: - General Motors selected Impel to provide AI-powered chat capabilities to GM dealers nationwide through GM’s Digital Dealer Solutions program. - The expanded certification makes Impel’s Chat AI available to all participating U.S. GM retailers. - The announcement was made July 9, 2026.

The details: - Impel’s Chat AI is iMR Turnkey approved. - The system is built to support enterprise-grade conversational chat across sales and service interactions. - Chat AI can answer VIN-specific vehicle questions, handle trade-in and financing inquiries, and schedule sales and service appointments. - Impel says Conversation Connect extends the AI copilot across digital touchpoints including social pages, digital ads, emails, listing sites and vehicle detail pages. - The platform replaces static call-to-action buttons with context-aware dialogue that guides visitors to the next step based on real-time intent. - Impel says dealers using Chat AI with Conversation Connect see a 55% increase in total chat volume and a 33% increase in customers who provide contact information. - All interactions use Impel’s AI Agent Knowledge Bank to keep responses accurate, compliant and aligned with GM brand standards and dealer policies. - GM’s DDS certification expands a relationship that already covers Impel’s role as GM’s exclusive digital merchandising provider and the preferred merchandising solution for CarBravo.

Between the lines: - The move signals that GM sees AI chat as a core part of the online car-buying and service experience, not just a support add-on. - Impel is positioning its system as an end-to-end retail layer that connects merchandising, chat and appointment setting. - Dealer feedback in the release points to operational efficiency as a key selling point, especially for stores that want more revenue without adding headcount.

What's next: - GM retailers participating in DDS can now deploy Impel Chat AI across their digital operations. - The broader rollout could push more dealers toward AI tools that combine customer engagement, compliance and inventory presentation in one system. - Impel says the expanded certification strengthens its position as a scalable AI partner for OEMs and dealers.

The bottom line: - GM is giving more of its dealers access to Impel’s AI chat, betting that faster, more personalized digital conversations will translate into more appointments, better conversion and stronger customer experience.