AI-driven carwash memberships with Mark Thomas | Episode 282

In this episode of Wash Talk: The Carwash Podcast, host Kyle Alexander speaks with Mark Thomas, executive vice president of marketing at Way, about how AI-driven carwash memberships are reshaping customer loyalty and retention. Thomas discusses Way's growth from a discovery and payment network into a full marketing and point-of-sale platform, and explains how artificial intelligence helps operators personalize service at every stage of the customer journey.   Thomas breaks down the difference between a subscription and a membership, noting that added benefits such as roadside assistance, gas discounts and glass repair coverage give customers more reasons to stay enrolled between visits. He points to data showing operators using WayPlus benefits have cut churn nearly in half compared with the industry average of about 7.5%. The conversation also covers how automated marketing tools, license plate recognition technology and mass personalization allow attendants to tailor recommendations for every customer.   Looking ahead, Thomas discusses how agentic AI will move beyond simple chat responses to take on marketing, segmentation and operational tasks across the tunnel. He emphasizes that AI-driven carwash memberships work best when built on lightweight integrations rather than replacing an operator's existing technology stack, giving operators flexibility as they scale.