Cox Automotive To Acquire Fullpath To Expand AI Data Platform for Dealers

Cox Automotive Inc. has agreed to acquire Fullpath, adding a customer data platform (CDP), marketing automation, and AI capabilities to its dealer technology stack, the company said in a press release.

The company said it signed a definitive agreement to acquire 100% of Fullpath, with the transaction expected to close within 30 days, subject to regulatory approval

Fullpath’s platform aggregates dealership data across CRM and dealer management systems (DMS) into a single customer profile, enabling AI-driven campaign execution and attribution from ad click to purchase. The system uses identity resolution to connect fragmented customer records across multiple systems into a unified dataset.

Expanding Cox Automotive’s Data Stack

The acquisition extends Cox Automotive’s portfolio, which includes Autotrader US, Kelley Blue Book, and Dealer.com. The company said integrating Fullpath will allow dealers to connect first-party data with consumer intent, pricing, and retail systems into a unified customer view.

Steve Rowley, President, Cox Automotive, said the deal strengthens the company’s data and AI capabilities and enhances its connected retail platform.

Cox Automotive said it processes data from 2.3 billion annual online interactions and supports more than 40,000 dealer relationships. The company said integrating Fullpath across this network will expand access to AI-driven data infrastructure at scale.

This type of integration reflects how enterprises are consolidating fragmented systems into unified AI data infrastructure to support production-scale deployment. Similar constraints around data pipelines, governance, and scaling beyond pilots have been documented across enterprise AI systems.

Shift Toward Always-On Retailing

Cox Automotive said the acquisition supports a shift from campaign-based marketing toward continuous, data-driven retailing, where AI systems automate targeting and personalization across the customer lifecycle.

Fullpath’s platform enables automated campaigns and tracks outcomes at the individual level, including attribution from marketing engagement to completed transactions. This allows dealers to measure performance across the entire sales funnel with greater precision.

Aharon Horwitz, CEO and Co-Founder, Fullpath, said access to Cox Automotive’s data and distribution will increase the platform’s intelligence and speed.

The move reflects a broader shift toward AI-native enterprise systems, where companies are rebuilding core software layers around data, models, and automation rather than standalone tools. Industry analysis shows enterprises are increasingly prioritizing platforms that unify data, workflows, and AI agents into a single operating layer.

The companies said Fullpath’s team and products will remain in place after the acquisition closes, with a focus on expanding adoption across Cox Automotive’s dealer network.