MRAA Introduces AI for Marine Industry Education (AIMIE)

The Marine Retailers Association of the Americas introduced an artificial intelligence-powered content delivery system that will revolutionize how MRAA Members can find answers to their most pressing challenges and opportunities — and will do so faster than ever before.

Introduced at Dealer Week as part of MRAA president Matt Gruhn’s state of the association presentation, the platform — known as AIMIE, an acronym representing AI for Marine Industry Education — has been trained on MRAA’s vast catalog of dealership-specific content. This means that AIMIE can access MRAA’s online courses, blogs, publications, webinars and websites to answer dealer questions and share insights, strategies, and best practices.

Dealership employees can ask AIMIE any questions they would like, such as, “How do I overcome objections to today’s high interest rates?” or “How do we better manage our inventory levels?” Similarly, dealership employees can instruct AIMIE to create something on their behalf such as a social media post or a job description for a new position. AIMIE, then responds by delivering a written answer or by following instructions in response. Perhaps AIMIE’s best feature is that it also provides direct links to the resources she references so dealerships can dive deeper and learn more about the topic they asked about.

All attendees of Dealer Week 2023, including those participating in Dealer Week Online will have access to AIMIE through the end of December. As of January, AIMIE will be made available for free to all MRAA Silver- and Gold-level retail members.