Google Features Milwaukee Auto Recycler Using AI to Cut Operational Costs
Select Auto Parts & Sales, Milwaukee's only fully indoor auto recycling facility, increased inbound call capture from 61 percent to over 90 percent and grew revenue by 30 percent over three years by implementing AI systems across operations. Google featured the company in its Portraits of AI campaign during National Small Business Week 2026, filming at the 125,000-square-foot facility on April 21.
The company now handles 2,000 to 3,000 calls monthly without adding staff. Founder and CEO Natasha Broxton said the gains came from addressing specific operational failures rather than overhauling everything at once.
Where the Money Was Leaking
Broxton identified four problems draining revenue: missed after-hours calls, inconsistent pricing decisions, slow inventory lookups, and too many decisions funneling through the owner. AI systems addressed each one separately.
"My advice to any operator is simple: start where the money is leaking," Broxton said. "AI did not change everything at once. It stopped the bleeding one leak at a time."
The approach reflects a broader shift in small business operations. Owners face tighter labor markets and rising customer expectations while still holding pricing logic and process knowledge together. Reducing owner dependency without losing quality or speed has become the central operational challenge.
Why This Matters for Operations Teams
AI adoption is moving beyond software companies into traditional industries where staffing pressure and workflow inconsistency create measurable losses. Google's decision to spotlight an auto recycling facility signals that the next phase of AI adoption is being defined by operators solving real problems, not following trends.
The results at Select Auto Parts & Sales show what's possible in operations-heavy businesses. The company maintained service quality while handling significantly more volume and generating higher revenue without expanding headcount.
What Comes Next
Broxton is now extending this experience through Alitura Group, an AI modernization consulting firm focused on operations-heavy businesses. The work centers on helping owners strengthen systems, reduce dependency, and improve communication workflows using methods developed inside a live operating company.
Select Auto Parts & Sales has operated its Milwaukee facility for 14 years, combining recycled auto parts, industrial operations, and systems-driven practices designed to improve consistency and customer service.
For operations professionals looking to understand how AI applies to real manufacturing and industrial work, AI for Operations covers practical implementation approaches. Operations managers specifically may benefit from the AI Learning Path for Operations Managers, which addresses how to reduce owner or manager dependency while improving workflow efficiency.
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