Artificial intelligence has been exciting tech nerds for decades, but the rental industry has struggled to see how it can actually improve profits in its operations. The benefits of improved data collection and analysis have seemed marginal next to the costs in time and technology investment. But now, “generative” AI, like that powering ChatGPT, promises a new level of assistance that could have a meaningful impact on all rental operations. Dave Swan of information technology integrator, Trackunit, joins Counter Talks to explain.