FTC Section 5, AI Shopping & The Future of Dealership Growth Webinar

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FTC Section 5, AI Shopping & The Future of Dealership Growth: How Dealerships Can Reduce Risk, Increase Trust, and Create a Better Buying Experience That Drives More High-Quality Leads

Presented by: Jared Burt, CEO, Herohub

Date: Wednesday, June 3, 2026

Time: 12PM Eastern

Location: Zoom Webinars

WEBINAR DETAILS

What you'll gain

AI is changing how consumers shop for vehicles, powersports products, equipment, RVs, marine products, and outdoor power equipment. At the same time, dealership leaders are facing new expectations around transparency, digital retail, pricing clarity, and customer trust.

Much of the recent conversation around Section 5 of the FTC Act has focused on automotive retail. But dealers across powersports and specialty retail are asking the same questions: What applies to our industry? What creates unnecessary risk? And how can dealerships adapt without sacrificing profitability or independence?

In this webinar, Jared Burt will show how dealerships can create buying experiences that are easier to understand, easier to compare, and easier to trust — without racing to the bottom on price.This webinar is ideal for dealer principals, general managers, marketing directors, dealership leadership teams, OEM district sales managers, regional leaders, executives, and brand teams.

Transparency Expectations Are Changing

How Section 5 scrutiny is reshaping dealership marketing, pricing, fees, and customer experience expectations.

AI Is Influencing Dealer Choice

Why AI-assisted shopping is changing how customers compare dealerships before they ever submit a lead or walk through the door.

Traditional Pricing Tactics Are Getting Fragile

Why friction, confusion, and outdated negotiation experiences may create risk while weakening customer confidence.

Trust Can Strengthen Profitability

How simpler, clearer buying experiences can generate more qualified leads, improve conversion, and support long-term loyalty.

OEMs Have a Role to Play

How brands can make their products, programs, and dealer networks easier for customers — and AI tools — to understand, surface, and choose.

Featured resource

What Powersports Dealers Can Learn From the FTC’s Automotive Transparency Scrutiny

This Herohub whitepaper explores the evolution of pricing complexity across vehicle retail, the rise of AI-assisted shopping, changing consumer expectations, and how dealerships can modernize responsibly while protecting long-term profitability and dealer independence.

Meet your presenter: Jared Burt

Jared Burt is the Founder and CEO of Herohub, the company behind Shop Dealer Ecommerce, DealerAI and DealerHero 20 Groups—pro services and digital tools that are transforming how dealerships and OEMs train, sell, and grow. A former owner and operating partner of Rexburg Motorsports, Jared also held key leadership roles at Motorfist/Arctic Cat, where he focused on dealer network development and marketing strategy. His roots in the industry run deep—he grew up selling parts at his family’s International Harvester dealerships. He holds an MBA from Brigham Young University and has taught business and marketing at BYU-Idaho. When he’s not leading innovation in the industry, you’ll likely find him outdoors—most recently, summiting the Grand Teton.

Support

Frequently asked questions

Everything you need to know about our webinar.

How long will the webinar last?

30 minutes! We keep webinars under an hour because we know how busy your schedule is.

How do I get the meeting link?

For those that register, you will get an email the morning of that includes the meeting link.

Does it cost anything?

Nope! That's the great thing about our webinars – you get valuable content (that's normally priced at a premium) for free!

Will it be recorded for me to watch?

Yes, it will be recorded, but only those that join the DealerHero 20 Group Advantage will receive access to the entire recording.If you're not in the 20 Group Advantage, only part of it will be posted on our YouTube channel for you to watch!