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Why human connection still beats AI, with Jared Kugel of Tire Agent

Megan Glover

March 11, 2025

Industry interviews

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The tire industry isn’t the first thing that comes to mind when you think of ecommerce innovation. Traditionally dominated by brick-and-mortar stores, only 16-20% of tire sales happen online today—a number that, while growing, highlights just how much opportunity remains.

But breaking into ecommerce in a category that relies heavily on trust, education, and infrequent purchases? That’s a challenge.

In this episode of Ecommerce Toolbox: Expert Perspectives, host Kailin Noivo sits down with Jared Kugel, Founder and CEO of Tire Agent, to discuss how he’s transforming the tire industry through ecommerce. They explore:

Building trust in a category where purchases aren’t frequent
Why human connection still beats AI in customer service
Solving high return rates in lagging ecommerce categories
Balancing profitability with long-term customer relationships
How personalization can drive better shopping experiences

Let’s break down the key insights from their conversation.

Overcoming ecommerce challenges in the tire industry

When Jared launched Tire Agent, only 7% of tire sales happened online. While that number has more than doubled, the industry still faces roadblocks—particularly around customer education, trust, and infrequent purchases.

Unlike everyday purchases, tires aren’t an impulse buy. Many customers don’t fully understand their needs, and the fear of buying the wrong product online keeps them hesitant. To combat this, Tire Agent prioritizes:

Education - Offering detailed guides and customer support to help buyers make informed decisions.
Transparency - Providing clear product descriptions, pricing, and installation options.
A seamless buying journey - Making checkout, financing, and post-purchase support as frictionless as possible.

According to Jared, a frictionless experience isn’t enough—brands need to proactively earn customer trust to drive sustainable growth.

The power of human connection in customer service

For Jared, trust is the foundation of long-term success in ecommerce—especially in industries with low purchase frequency and high consideration costs.

“We want to be profitable on the first sale, but we also want to give customers the best experience because we want referrals. That’s how our business remains successful.”
— Jared Kugel, CEO & Founder of Tire Agent

How Tire Agent builds trust:

Educating customers so they can make informed decisions
Offering flexible payment options to remove friction
Partnering with trusted installers to ensure a seamless post-purchase experience

The result? A loyal customer base that not only returns but also refers others—a key driver of sustainable growth.

AI in ecommerce: Where it helps (and where it falls short!)

AI is reshaping ecommerce, but Jared sees clear limitations—especially in customer service. While AI can improve efficiency in areas like content creation and predictive analytics, it shouldn’t replace human interaction.

“I don’t see a world in which Tire Agent replaces our agents with AI. I like the personal connection that we get. Customers still want to talk to somebody.”
— Jared Kugel, CEO & Founder of Tire Agent

This is a critical lesson for ecommerce leaders: AI should enhance, not replace, human connection.

Where AI works:

Personalization at scale
Product recommendations
Fraud detection and risk management

Where AI falls short:

Handling complex customer issues
Building genuine trust
Offering empathetic customer support

Jared believes the future of ecommerce lies in blending AI-driven efficiencies with human expertise—not replacing the latter.

Unlocking growth in lagging ecommerce categories

Jared sees huge untapped potential in slow-moving ecommerce categories like:

Tires (his domain)
Furniture
Mattresses
Other bulky or complex purchases

What do these industries have in common? High return rates, customer uncertainty, and complex logistics. To succeed in these spaces, brands must go beyond just listing products online. Instead, they need to:

Solve post-purchase pain points – Offer hassle-free returns, transparent warranties, and installation services.
Make the buying process seamless – Provide robust product information and strong guarantees.
Reduce return rates with personalization – Help customers choose the right product the first time.

Companies that nail these strategies can unlock exponential ecommerce growth in traditionally offline-dominated industries.

Key takeaways for ecommerce leaders

Build customer confidence through transparency and exceptional service.
Balance profitability with customer experience—referrals and loyalty drive long-term growth.
Personalization matters—align the shopping experience to individual customer needs to reduce friction and increase retention.
Unlock opportunities in lagging ecommerce categories by optimizing post-purchase experiences.
Use AI strategically—enhance efficiency, but keep human connection at the core of customer interactions.

Jared Kugel’s insights offer practical, real-world lessons for ecommerce leaders looking to scale in complex, trust-driven industries.