Dorman’s Brian Matthias on closing the aftermarket’s data-quality gap and where AI is actually showing up in the work

Imagine trying to sell a door handle and somehow making the case that yours is the absolute best on the market. My guest today does exactly that for a living, across one of the widest parts catalogs in the aftermarket.

Brian Matthias leads the content syndication team at Dorman Products, making sure the photos, digital assets, and catalog content behind thousands of parts reach and attract buyers. Brian spent five years in the performance aftermarket before moving to Dorman, and he’s been on the leadership council of the Automotive Content Professionals Network since 2022. He was just named one of the Auto Care Association’s 2026 Impact Award winners — one of four rising leaders under 40 recognized for the mark they’re making on this industry. Brian breaks down where data quality still falls short across the aftermarket, how AI is actually showing up in his day-to-day work, and the leadership lessons he’s learned along the way. Let’s get into it.