CNH rolls out new AI tool

January 22, 2025

A chatbot powered by artificial intelligence (AI) has been introduced by CNH to assist dealers in supporting their customers.

The CNH AI Tech Assistant tool is currently at work at over 300 authorized agriculture and construction dealer groups in North America, Australia and New Zealand, with global expansion underway.

CNH stated the AI Tech Assistant works by simulating conversations to provide a diagnosis and repair plan for CNH brands’ machines. This first-of-its-kind tool was developed with dealer feedback.

“The AI Tech Assistant is transformative and sets a course in future tool development that is instinctive to resolving dealer needs,” said Rosella Risso, head of agriculture parts and service at CNH. “Our goal within the global parts and service team is to simplify repair processes, [and] improve uptime and customer satisfaction with their machine.”

The tool scans through terabytes of CNH technical documentation and responds instantly with precise answers to questions based on the input received. For example, if a dealer is having an issue with a particular machine, they can insert its serial number to ensure an accurate and precise response from the chatbot.

“Over a year ago, we began to look at generative AI to assist our dealers. We started in North America, running pilots and clinics around their issues to see how we could solve them with AI,” said Andrea Rodella, agriculture and construction segments IT architecture at CNH. “Being able to obtain technical support as seamlessly as possible was a priority because of the time dealers were spending on the phone with customers. Now, an issue can be solved first time, without the customer having to call back.”

Rodella stresses that AI is not a “magic box” and that not all information is ready to be consumed by an AI tool. The team must first create this knowledge base in a way the AI can properly process the information and provide the correct answers.

“The long-term goal is for this tool to become capable of far more than transactional communication and for it to be intuitive and conversational,” said Luca Rinero, a CNH parts and service engineer. “Instead of dealers having to access many tools to perform their daily activities, this technology can get them interacting with CNH in an easy way through one tool.”

Since its launch in North America, there are plans to make the tool globally available to CNH authorized dealers. Pilots are underway in Australia and New Zealand with internal CNH employees familiarizing themselves with it in Brazil and Europe as a step towards piloting. Expectations are that the tool will be live in four CNH regions by March, 2025.

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