Chris Walsh, president and acting CEO of Reynolds
Reynolds and Reynolds said it will unveil a new artificial intelligence agent, called Rey, at NADA 2026, positioning it as a command centre designed to help dealerships complete complex tasks faster by connecting data and tools across its retail management system.
The company said Rey is built to bridge gaps between disconnected AI tools by accessing information across its system, powered by its unified data layer known as Spark AI.
“We started by building the Spark AI unified data layer for all our AI tools to leverage, and now Rey takes the impact to a whole new level,” said Chris Walsh, president and acting CEO of Reynolds, in a statement.
Reynolds said Rey can deliver strategic recommendations, produce complex reports in seconds, provide user support, and contact the Technical Assistance Center. The company said it will be available across every tool in its retail management system.
“We know that AI can be helpful in and of itself. However, that helpfulness is limited by its scope and ability to connect with other pieces of the technological ecosystem within the dealership,” said Walsh. “AI tools need complete, accurate, and de-duplicated data to act as a true agent and deliver on the promise of increased efficiency and productivity. It is that sort of environment Reynolds has created and where Rey exists.”
Reynolds said AI agents must be trusted for high-impact functions such as customer communications, deal structuring and operational performance analysis, and argued that unified data is essential to that trust.
“We’re at a turning point in automotive retail,” added Walsh. “Rey will empower dealerships to experience entirely new levels of productivity and efficiency. This is the single biggest advancement in technology I have seen in my 39 years in this industry.”
Reynolds said dealers will be able to learn more about Rey at its booths at NADA 2026.
