The Digital Dealer AI Hackathon is back!
Build the Future of Auto Retail
What’s the Digital Dealer AI Hackathon?
The 2026 Digital Dealer AI Hackathon is a competitive, high-energy session where teams work together to develop AI-powered marketing solutions built specifically for the automotive industry. You don’t need to be a developer or a data scientist.
You need to be curious, motivated, and ready to work.
Hosted by Brent Wees, one of the most recognized voices in automotive digital marketing, the hackathon brings together dealership professionals, marketers, and operators to tackle real problems with real tools in real time.
On September 23, team up with automotive retail professionals to build and present an AI-powered marketing solution in just three hours. This hands-on competition turns ideas into real prototypes, with top teams presenting their solutions on stage.
Participation is limited to Digital Dealer Full Conference Pass holders. Spots are available on a first-come, first-served basis.
What You’ll Do
- Work in small teams to design and build an AI-driven marketing solution for an automotive dealership challenge
- Collaborate with expert table captains who guide your team through ideation, tool selection and execution
- Use hands-on access to AI tools to turn strategy into a working prototype
- Present your solution on the DealerTech Live Stage in front of your peers
Why It’s Worth Your Time
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Walk away with practical AI skills you can apply at your dealership immediately
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Build meaningful connections with peers who face the same marketing and operational challenges you do
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Get direct exposure to the capabilities of today’s AI tools in a supported, low-stakes environment
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Compete for recognition and make your mark at one of automotive retail’s most forward-looking events
Schedule and Logistics
The AI Hackathon takes place on September 23, Day Two of Digital at Huntington Place in Detroit, MI.
| Session | Time |
| AI Hackathon | 1:00 PM – 4:00 PM |
| Team Presentations & Reception | 4:15 PM – 5:00 PM |
Presentations and the closing reception take place on the DealerTech Live Stage in the expo hall. After three hours of building, your team takes the stage to present what you’ve created to the broader Digital Dealer audience.
Who Can Participate?
Participation in the AI Hackathon is exclusive to Digital Dealer Full Conference Pass holders.
If you’re attending Digital Dealer with a full conference pass, you’re eligible to register. If you haven’t secured your pass yet or have an expo-only pass, click here to register for the full conference pass.
Frequently Ask Questions
Do I need coding or AI experience to participate?
No. The hackathon is designed for automotive professionals, not engineers. Expert table captains guide every team through the process from start to finish.
What kind of solutions will teams build?
Teams focus on AI-driven marketing and operational challenges specific to automotive retail. Think customer engagement, lead generation, inventory marketing and beyond.
What happens after the Hackathon?
Teams present their solutions on the DealerTech Live Stage at 4:15 PM, in conjunction with a reception. It’s your chance to showcase what your team built and connect with fellow attendees.
Is the Hackathon included with my Full Conference Pass?
Yes, but you must register separately via the interest form. The session is capped, and spots fill quickly.
Register now for the opportunity to connect with thousands of attendees and vendors