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Customer Experience

AMP brings AI-driven membership and POS to the car wash lane

AI, personalization and durable hardware are at the center of AMP’s approach to rethinking the car wash experience.

Photo: AMP

September 30, 2025 by Sandra Carpenter — Editor, Networld Media Group

The modern car wash is no longer just about soap and water. With billions spent each year in the U.S. alone, operators are competing not only on speed and quality but also on customer experience. Yet the industry has long relied on dated kiosks, windshield stickers and generic upsells that offer little personalization.

That gap is what AMP (pronounced "amp") set out to solve. The company began in 2020 as a mobile app and tablet tool, then expanded into a fully integrated platform that combines AI-driven vehicle recognition, loyalty and memberships, point of sale, digital signage and staff tools.

"When we started, car washes were really underserved in terms of technology," Adam Trien, founder and CEO of AMP, told Kiosk Marketplace in a video interview. "Transactions were happening at kiosks with very little connection to the customer, and we wanted to bring the kind of advanced retail capabilities you see in restaurants and coffee shops into the car wash space."

AI vision replaces stickers

One of AMP's biggest innovations is computer vision that replaces windshield stickers traditionally used to identify cars. "Those stickers are expensive, they cause fraud and they don't always follow the car when it changes hands," Trien said. "With AI, we can recognize a vehicle's license plate, make, model, color and body type. That gives us a unique fingerprint with more than 99% accuracy."

The system works for members and non-members alike. "We're able to see buying habits and visit patterns, so we can serve up the right promotions, welcome them by name, or show personalized content on the digital displays," Trien said. "It turns what used to be a generic transaction into something that feels personal."

AMP is also using AI vision to prevent tunnel damage. "We can see if a vehicle has a roof rack or a hitch and automatically retract brushes so nothing is damaged," Trien said. "It's about using vision not just for marketing but also for safety and efficiency."

Gateless flow and dynamic queuing

AMP is piloting a "gateless" model that uses cameras to control access and order instead of physical gates. "Car washes have used gates for years to keep order in the line, but gates create bottlenecks," Trien said. "With cameras, we can dynamically reorder cars and let them flow more like a Chick-fil-A drive-thru. Customers can buy on the app, at the tablet or at the kiosk, and as long as that wash is attached to the vehicle, they just pull right in."

Still, AMP sees attendants as critical to growth. "Every test we've done shows attendants are the best at signing people up for memberships," Trien said. "AI can help with recognition and offers, but people are the ones who close the deal."

All-in-one platform for operators

AMP's technology has attracted regional and national brands, some operating more than 100 sites. "These operators want more than just a kiosk," Trien said. "They want loyalty programs, campaign tools, analytics and a system that's configurable to their brand. That's why we've built an all-in-one solution that ties everything together."

The platform includes a self-service portal where operators can instantly update imagery, promotions and pricing across devices. "It's highly customizable," Trien said. "We want every chain to be able to run their business their way while still benefiting from our unified ecosystem."

Built for the car wash lane

To deliver the full experience, AMP expanded into hardware through a partnership with kiosk manufacturer Frank Mayer Kiosks and Displays. "We were a software company at the start, and a lot of people told us not to touch hardware," Trien said. "But our customers were pulling us there, and we needed kiosks that could live up to the experiences we wanted to create."

Ben Snider, vice president of kiosk sales at Frank Mayer Kiosks and Displays, said the collaboration works because both companies bring their strengths. "They deliver and support the software while we design and build the hardware," he said in an email interview. "We share the same focus on quality and the end-user experience, so it truly feels like one team rather than two companies."

Car washes present one of the toughest environments for electronics, Snider added. "We build with stainless steel, textured powder coat, gasketing, and heating and cooling systems to keep everything running. And we make components plug-and-play so operators can swap them quickly without calling a technician."

The design goal is hardware that looks and feels like part of AMP's broader system, from kiosks to LPR camera poles and employee stations. "Every kiosk we build is designed to feel like it belongs," Snider said. "That way AMP can deliver a unified, premium solution."

What's next

Looking ahead, Trien said AMP is focused on creating not only efficiency but also delight. "We've been integrating smart displays at the tunnel exit so we can thank customers by name or show their car image in a fun way," he said. "Why not have their car parachuting from a plane or riding a roller coaster? People love their cars, and we want to make the wash experience memorable."

AMP is also working with an operator in Colorado that is installing robotic arms for touchless washes. "Imagine robotic arms scanning your car and cleaning it while digital displays tell you exactly what's happening," Trien said.

"That's where we're heading — making car washes faster, safer, more personal and a little bit magical."

About Sandra Carpenter

Sandra is the editor of Kiosk Marketplace and Vending Times. She has been working in editorial and research roles for over a decade and has experience in print, blog, social media and peer-reviewed publications.

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