Rich Sands

CEO of STELLA Automotive AI, Inc.

Rich Sands serves as CEO of STELLA Automotive AI, Inc., the leading AI platform designed specifically for the automotive retail sector. STELLA delivers breakthrough Cognitive AI solutions that drive game changing innovations in the automotive retail sales and service operations, a more connected and streamlined guest experience, and proven bottom-line results for dealers. Recognized as the most decorated conversational AI solutions in the industry, STELLA has garnered numerous awards for its innovation and impact.

Rich is a passionate leader renowned for his history in launching transformative solutions at Covisint, Ford, J.D. Power, and Microsoft, which continue to power the global automotive industry.

Formerly founding True North Enterprises LLC, Rich led the industry advisory firm in enhancing enterprise value for automotive data and technology companies. His strategic prowess extends to board roles at Urban Science, Pursuit Alert, and Autometrics.

Outside of his professional achievements, Rich is a devoted family man, husband, and father of five, deeply committed to family values and community engagement. He demonstrates his commitment to youth development by coaching youth football, taking pride in nurturing young minds.