Dealer tech firm Pinewood Technologies Group is making a £33 million acquisition of Dubai-based artificial intelligence and machine learning company Seez, with an aim to boost its offerings to motor retailers.
The takeover follows an initial strategic investment in Seez that Pinewood announced last September.
Seez is an AI and ML-powered automotive omnichannel software as a service platform, and it already offers a broad product portfolio which incorporates its AI Chatbot, SaaS modules and a set of e-commerce and omnichannel products to automotive dealer groups across the globe.
Pinewood said the acquisition enhances its in-house capabilities, particularly in the event and deployment of AI chatbots for customer support and sales support, proprietary AI and ML modules for vehicle appraisal and inventory management, and AI-powered digital marketing tools.
Pinewood Technologies Group chief executive Bill Berman said: “Since making our strategic investment in Seez in September 2024, we’ve made strong progress together and the total acquisition of the business is a compelling opportunity to construct on this early success.
“Seez is an impressive company that has developed highly sophisticated AI and machine learning products which might be increasingly critical tools for the automotive retail market they usually are highly complementary to our own Automotive Intelligence platform.
“This transaction supports the delivery of the strategy we set out in October 2024 and it’s going to significantly enhance our customer proposition.”
Seez achieved 80% gross profit margins in 2024 and has been growing its revenue rapidly and is expected to spice up Pinewood’s profits from 2026, its first full 12 months under Pinewood’s ownership.
Seez chief executive and co-founder Tarek Kabrit added: “By combining our advanced AI-driven solutions with Pinewood’s proprietary data and deep dealer integrations, we’re making a next-generation platform that can empower dealerships with smarter, more efficient tools to drive growth. This acquisition not only accelerates Pinewood’s expansion into the North American market but additionally enables us to collectively redefine how dealers interact with technology, streamline operations, and enhance customer experiences.
“The longer term of automotive retail is intelligent, autonomous, and data-driven-together, and we couldn’t have asked for a greater partner to make that future a reality.”
With 80% of North American automobile dealers already utilising AI tools, the acquisition higher positions Pinewood to satisfy the demands of North American dealers and enables the corporate to bring the most recent technology to international markets. As well as, the Acquisition signifies that Pinewood might be well-placed to drive the roll-out and adoption of AI tools in Pinewood’s home market, the UK.
This Article First Appeared At www.am-online.com
