HOUSTON, Texas – January 28, 2026 – Gubagoo, the leading provider of conversational commerce and retail solutions for both automotive dealerships and OEMs, today announced several new upgrades for its Unified Intelligence Engine, Curator, that will be released at the NADA Show 2026, all designed to put dealers’ data into action.
Chief among these upgrades is a new way to identify and, more importantly, refine leads based on customer behavior before they ever contact the dealership.
“We call those leads Data Ups,” said Brad Title, president of Gubagoo. “Data Ups give dealers the first shot at business before a customer has a chance to shop around. They allow dealers to always have their staff working on in-market opportunities.”
And the issue of too many junk leads is resolved with Curator delivering only those that are qualified, based on the full Unified Customer Profile within the system.
If using Reynolds and Reynolds FOCUS CRM, the lead will also show which Audience the shopper was included in at the time the Data Up was pushed into the CRM. This makes the lead more actionable and helps guide the Salesperson’s hand.
Further enhancement can be found in Curator’s AI Audience Builder functionality. Simply ask Curator to generate an audience that you want to target. Just type or say what you want, and Curator will create a list of shoppers based on select criteria using hyper-specific, powerful filters.
“Curator helps you sell the customer, not the car,” Title summarized. “You’re helping them instead of just chasing leads.”
Additional enhancements to the Curator Data Hub, where data hygiene updates and the Unified Customer Profile can be seen, are also being released as part of Gubagoo’s focus on data in action at NADA. Curator’s data hygiene tools and ability to clean and connect the data dealership-wide gave Seth Stanage, BDC Manager for Allen Tillery Auto, a complete 360-degree view of Allen Tillery’s customers.
“It was one of the most seamless go-lives I’ve ever experienced,” said Stanage. “Curator gives salespeople everything they need to connect with customers the right way. With more data, you can focus on their needs instead of just pushing a vehicle. It changes the whole conversation.”
For more information about Curator, or to get an in-person demonstration of how it can help your dealership, visit Gubagoo’s booth at NADA (#2943W).
About Gubagoo
Gubagoo is the leading provider of conversational commerce and retail solutions for both automotive dealerships and OEMs. More than 8,500 dealerships worldwide partner with Gubagoo, including 90% of the top dealer groups in North America. The company is a subsidiary of Reynolds and Reynolds, with offices in Dayton, Ohio, and Houston, Texas, and operates in the US, Canada, Mexico, Europe, and Australia. (Gubagoo.com)
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