What Is It Like to Be a Computer... at a Car Dealership?

A recent New York Times essay asked the question, “What is it like to be a computer?” The author, philosophy professor Barbara Gail Montero, argued that as artificial intelligence grows more sophisticated, it’s forcing us to rethink what “intelligence” and even “consciousness” mean.

I’d take that a step further: it’s also forcing us—human beings—to rethink how we work, learn, and serve one another.

At Earl Stewart Toyota, this isn’t theory. It’s happening every day. AI is reshaping how we operate—from how we analyze service data, to how we price vehicles, communicate with customers, and even measure satisfaction. The technology is evolving so fast that sometimes it feels like our computers are learning quicker than we are.

That’s not easy for everyone to accept. I understand that. Some employees worry that AI might replace parts of their jobs. Some customers wonder if it will replace the human touch. Those are fair concerns—and they deserve honest answers.

Here’s the truth: AI isn’t replacing people. It’s amplifying them.

It’s doing what calculators did for accountants and what hybrid engines did for mechanics—it’s removing drudgery and error so we can focus on judgment, empathy, and trust.

For example, our AI-assisted communication tools help us respond faster to customers, with more accuracy and transparency. Our diagnostic and scheduling systems are learning from every repair order, predicting problems before they occur. And our internal reporting systems now surface insights that used to take entire meetings to uncover.

Yes, it’s an adjustment. But progress always is.

I’ve watched this business evolve from handwritten sales slips and rotary phones to computers that can talk back—and now to systems that can think ahead. Every major improvement, from power steering to hybrid batteries, has met resistance at first. The pattern is always the same: once people see how it makes their work easier and their results better, they wonder how they ever did without it.

What I ask of my team—and our customers—is patience, curiosity, and an open mind.

The same way we learned to trust airbags, adaptive cruise control, and hybrid engines, we’ll learn to trust AI tools when they consistently make our experience safer, fairer, and more efficient.

This transformation isn’t just for the future. It’s for the present.

AI is already helping us serve customers more honestly, more efficiently, and with more insight than ever before. That’s good for our employees, good for our customers, and good for the business we all share pride in.

The philosopher in the Times asked what it’s like to be a computer. I’d flip the question: What’s it like to be human in a world where computers are starting to act a little more human, too?

At my dealership, we’re learning that it’s not about man versus machine—it’s about man and machine working together, both learning, both getting smarter, both serving something bigger: trust.

The Deal We Don’t Talk About

Nobody likes to admit they got taken advantage of.

Not in poker, not in marriage, not in business — and especially not when buying a car.

Every week, I hear from customers who tell me, “I really negotiated hard. They tried to trick me, but I outsmarted them.” What I rarely hear is, “I think I got fooled.”

And yet, (the data from the FTC, from Consumer Reports, from mystery-shopping reports) tell a different story. The majority of car buyers don’t get the deal they think they got. They overpay, buy unnecessary add-ons, or are misled by confusing paperwork. It’s not always intentional deception; sometimes it’s just the culture of the car business — and the silence of embarrassed customers — that allows it to continue.

The Uncomfortable Truth

Seth Godin recently wrote about the power of addressing the “uncomfortable and unspoken.” He used the example of colonoscopies — awkward to talk about, but life-saving. Cultural silence keeps people from doing what’s good for them.

It’s the same with buying a car. Admitting you were misled feels humiliating, so most people avoid it. They tell themselves (and their friends), “I got a great deal!” Everyone nods, egos stay intact, and the industry keeps running on the same old tricks.

The Cultural Cover-Up

Car dealers thrive on this social silence. They count on customers being too embarrassed to admit they were taken. That’s why the worst practices — hidden fees, inflated markups, worthless add-ons — persist. Not because people don’t care, but because they don’t talk.

We could fix a huge portion of the abuse in the car business overnight if more buyers simply told the truth about their experience.

Changing the Culture

Public health campaigns work by breaking silence. When people start talking about things that once made them uncomfortable — whether colonoscopies, mental health, or drunk driving — the culture shifts.

Why can’t we do that with car buying?

Imagine if customers began saying:

“I found hidden fees in my contract.”

“Next time, I’ll demand an out-the-door price.”

“I compared my deal online and realized I overpaid.”

That honesty wouldn’t just help one buyer — it would transform the marketplace.

The Courage to Admit

Admitting you were fooled once doesn’t make you weak. It makes you wise.

The real shame isn’t in being taken advantage of.

The shame is in staying silent — so others can be taken advantage of, too.

If we can talk openly about colonoscopies, we can talk honestly about car buying.