Artificial Intelligence: A Key Focal Point of Dealer Week 2026 Education
AI education will be woven into all educational pathways, 3 dealer-to-dealer roundtable discussions and both pre-conference workshops
MINNEAPOLIS (Sept. 23, 2026) — Artificial intelligence (AI) is changing how consumers shop and boat dealerships operate. While many of these businesses are exploring AI, adoption levels vary by employee, department and task. Some marine retailers don’t trust AI while others hope to develop standards for use. Then there are those wondering how to fit it into their existing processes to support employees, improve customer experience and strengthen their bottom line.
Gain The New Fundamentals in Tampa
The Marine Retailers Association of the Americas (MRAA) understands these boat dealership challenges and how AI is changing the market. That’s why it’s expanding AI education at its annual Dealer Week Conference and Expo. Held Dec. 6-9, in Tampa, Fla., Dealer Week will feature new speakers, new sessions and The New Fundamentals. The event will develop essential skills across key areas such as artificial intelligence (AI), innovation, dealership strategy, customer experience, workforce and operational efficiency in marketing, sales and service.
“Whether your dealership is out in front when it comes to artificial intelligence or dragging its feet, attending Dealer Week will be like stomping on the gas pedal,” said Liz Walz, Director of Learning Vision and Impact. “During four days of workshops, educational sessions and strategic conversations under the guidance of our experienced educators, you and your team will not only discover new ways of operating but also gain the confidence needed to take action. You’ll leave armed with roadmaps, processes and implementation tools designed specifically to accelerate adoption and optimize use across your departments for greater impact where it matters most: the bottom line.”
AI Education Breakdown
At least 7 AI-focused educational sessions across all three Leadership, Sales & Marketing and Service & Parts pathways are included at Dealer Week 2026. View the complete Dealer Week 2026 schedule here. Additionally, all three dealer-to-dealer roundtable discussions will have dedicated space set aside for conversations about successful AI use-cases, peer-to-peer support and strategies for using this technology. New for 2026, the Pre-Conference Workshops — both a sales bootcamp and a service deep dive — will include hands-on training and share AI tactics for departmental improvement.
(From top left) At Dealer Week 2026, Marcus Sheridan, Todd Smith, Coralee Zueff and Max Materne will speak about tactics and best practices for using artificial intelligence in marine dealerships.
In-Person Training & Learning
2 Pre-Conference Workshops/Hands-On Training
12:45-3:45 p.m., Sunday, December 6 — From Reactive to Ready: 7 Top Tips for a Proactive Profitable Shop with Valerie Ziebron
1-4 p.m., Sunday, December 6 — Sales Bootcamp: Learn the 7 Habits, Including AI, of the Best at Boat Sales with Marcus Sheridan
Leadership Pathway
3-4:30 p.m., Monday, Dec. 7 — Develop the Constitution to Change with Tony Gonzalez
8:30-10 a.m., Tuesday, Dec. 8 — Shift How Your Dealership Operates with AI: The Decision Intelligence Playbook with Todd Smith
11:30 a.m.-12:15 p.m., Tuesday, Dec. 8 – Dealer-to-Dealer Roundtable Discussion with Bernie DeGraw
Sales & Marketing Pathway
12-1:30 p.m., Monday, Dec. 7 — AI Isn’t Recommending Your Dealership: Here’s How to Fix It with Marcus Sheridan
11:30 a.m. – 12:15 p.m., Tuesday, Dec. 8 — Dealer-to-Dealer Roundtable Discussion with Bob McCann
8:30-10 a.m., Wednesday, Dec. 8 — How Modern Dealers Win Attention from the Right Buyers with Rich DeLancey
Service & Parts Pathway
3-4:30 p.m., Monday, Dec. 7 — Protect the Value of Service Diagnostics in the AI Era with Coralee Zueff
8:30-10 a.m., Tuesday, Dec. 8 — Future-Proof Your Technician Talent Pool with Jordon Schoolmeester
11:45 a.m.-12:15 p.m., Tuesday, Dec. 8 — Dealer-to-Dealer Roundtable Discussion with Valerie Ziebron
3-4:30 p.m., Tuesday, Dec. 8 — Run a Smarter Service Department: Improve Workflow, Communication, Productivity and Profit with Erick Jauregui
8:30-10 a.m., Wednesday, Dec. 9 — Bailing Water: How Service and Parts Departments Save a Sinking Dealership with Max Materne
“Many dealers are experimenting with AI in one department or in a very specific area, but they still want to know how to use it throughout their processes, and across their dealership,” said Bernie DeGraw, MRAA Senior Education Developer. “The combination of subject matter expert education, peer conversations and the presence of solution providers at Dealer Week gives attendees a unique opportunity to move from experimenting to broader and effective adoption across their dealership.”
Dealer Week 2026 Savings End Soon
Dealer Week unites dealership leaders, service providers, manufacturers and industry partners for a four-day program that combines education and networking. Marine industry professionals come to sharpen their skills, exchange ideas and gain the insights needed to drive real results and move boat dealerships forward.
Dealer Week Early Bird Registration runs through Wednesday, Sept. 30. Prices will increase on Oct. 1, 2026. Additional details, including additional session topics and speakers, can be found at dealerweek.com.
About Dealer Week
For more than 50 years, the Marine Retailers Association of the Americas has delivered world-class education to marine dealers, retailers and service operations that power the boating industry. Dealer Week exists to engage, energize and empower the dealer community. MRAA envisions a brighter future for marine retail, and Dealer Week is a key part of bringing that vision to life. Learn more at dealerweek.com.
About the Marine Retailers Association of the Americas (MRAA)
The Marine Retailers Association of the Americas is the trusted catalyst for success in the marine retail industry. Dedicated to fueling dealer growth and strengthening the boating experience, MRAA delivers industry-leading insights, expert guidance and proven solutions that assist marine retailers in navigating challenges and seizing opportunities. Through education, advocacy and innovative resources, MRAA empowers dealers to thrive, and help drive a stronger, more sustainable marine industry. Learn more at MRAA.com.
