Dixon and Freeman set to add AI to their automotive offerings

Digital transformation advisory ELLA Digital, led by former GForces director Jamie Dixon and former Vauxhall and PSA Group executive Andy Freeman, has signed a strategic partnership with conversational AI provider Conversica.

It will enable ELLA to advise and implement Conversica's conversational AI systems at its automotive clients, and claims to be ready to "radically transforme the UK automotive industry" with its focus on improving performance and enhancing consumers' experience.

Freeman (pictured on the left with Dixon), who joined ELLA's founder Dixon in 2021 and is now its chief executive, said: "Our goal has always been to drive customer-centric outcomes using innovative solutions. The synergy between ELLA’s bespoke digital transformation expertise and Conversica’s advanced AI technology is set to redefine the automotive retail experience in the UK."

The company, describes itself as a boutique digital transformation specialist, was founded 2021, five years after Dixon left GForces - now Automotive Transformation Group - where he had spent 15 years in the sales director role.

Jim Kaskade, chief executive of Conversica, added: "We are excited to partner with ELLA, a company known for its agility, automotive heritage and customer-focused approach.

"Together, we are poised to deliver unparalleled AI-driven solutions to the UK automotive market, enhancing both customer engagement and sales and service performance."

Conversica has been working with automotive partners since 2009, and its technology interacts on-to-one with every digital lead, allowing, it says, "all sales and service teams across the automotive lifecycle to concentrate on creating a strong relationship with the customer, while the AI handles the rest".