Companies are increasingly stepping into roles traditionally held by colleges, universities, and trade schools, creating their own certification programs to address skill gaps that formal education hasn’t filled. This shift represents a fundamental change in how professional development happens, with corporations taking direct responsibility for credentialing workers in emerging technologies.
This corporate-led approach to education has the potential to address a critical need highlighted in recent research. A Gallagher survey of more than 2,300 communications professionals found that 71% of companies lack formal processes for AI implementation, leaving workers uncertain about how to effectively integrate these tools into their daily operations. While employees may experiment with AI individually, the absence of structured guidance prevents cohesive adoption that aligns with organizational goals.
This education gap in preparing employees to use AI and other new technologies effectively is a glaring, industry-wide need. Automotive AI leader Impel has partnered with RockED to respond to that need with a free Automotive AI Certification Program. It was created with the intention of promoting AI fluency and a future-ready, AI-confident workforce. Publicly launched in August, the certification program demonstrates how private entities can provide targeted training and certification opportunities that bridge the gap between general knowledge and sector-specific applications.
Micro-learning for fast knowledge transfer
The Automotive AI Certification Program helps learners gain AI mastery through the consumption of educational “micro-bursts” of information. By watching short-form videos buoyed by elements of gamification, learners can gain the AI skills and understanding they need to thrive in the automotive retailing industry.
The automotive sector is changing rapidly, in part due to the rapid adoption of AI. In fact, 68% of automotive dealerships report that AI has positively impacted their operations, per CDK research. Today’s consumers want marketing, sales and service interactions that feel personalized and frictionless. At the same time, they want to be able to connect with human employees throughout their buying journey.
For industries that involve high-consideration, expensive purchases like buying a car, finding the right balance between automation and human connection is critical. Consumers expect seamless, tech-enabled experiences, but also value the trust and reassurance that only a live person can provide. Meeting these expectations has put real strain on automotive retail, challenging dealers to know when to rely on intelligent tools—and when to step in with human expertise. AI can help enable that sweet spot—but only when employees are equipped with the knowledge and skills to get the most from the technology. AI tools and resources can reveal where that sweet spot lies, but only for employees who are well-versed in how to make the most of the AI software and systems in their dealerships.
With this certification program, employees can take short learning breaks and access ready-to-apply AI content on demand, instantly increasing their AI acumen. They can then make smarter decisions, working seamlessly alongside AI to drive deeper customer connections that make an even greater impact.
Upskilling in an increasingly AI-enabled industry
As more companies embrace AI, the technology surrounding it will become more widespread and complex.
An industry-wide AI certification program ensures that automotive retailers have a means to develop baseline AI skills for all employees. Doing so sets the stage for menial and repetitive tasks to be offloaded to automated AI agents. With those tasks no longer requiring human involvement, workers are able to level up to more strategic roles and new career opportunities.
This program comes at a critical time for the automotive industry, as employers increasingly need to develop worker skills and standardize AI usage across departments. Certification eliminates gaps in skillsets and makes it easier to align staff with new processes and best practices.
Two certificate options for a personalized experience
The Automotive AI Certification Program offers two levels of learning.
The first is a baseline certification ideal for any worker in automotive retailing. This comprehensive program features more than 70 microlearning modules that can be accessed through the RockED mobile app. Each module has a video component and addresses real-world concepts for AI use cases in automotive.
The second certification is an advanced program that’s focused on industry leaders including people managers, C-suite personnel, and high-potential employees. The Advanced Automotive AI Certification Program addresses the unique managerial and executive challenges related to the successful planning and implementation of AI strategies.
After progressing through one or both certifications, learners are able to obtain digital badges and shareable credentials. In today’s job market, these “social proof” indicators convey work readiness, which provides employees with a competitive edge for new career opportunities.
Impressive responses from initial rollout
Though the Automotive AI Certification Program only recently became widely available, an earlier soft rollout saw 2,000 dealership professionals enroll and begin working through the training.
In the press release regarding the official launch of the Program, Impel co-founder and CEO Devin Daly emphasized the impact the companies hope to make by helping industry employees gain the acumen to effectively work alongside AI. Daly noted that the Certification is part of a bigger plan to set the standard for what agility and future-readiness means in the automotive dealership industry.
The AI Certification Program joins a growing cadre of industry-specific, “gold standard” certification offerings that can be accessed 24/7 from any device. The AI certification is open to all automotive employees.
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