The way consumers search for vehicles is changing, and AI is becoming a bigger part of that process. Traditional search engines, automotive marketplaces and dealership websites remain important, but consumers are increasingly using AI to research vehicles, compare options and prepare for a purchase before they ever connect with a dealership.
According to the Cox Automotive AI in Auto Retail Tracker, 63% of shoppers say they will definitely or probably use AI during their next vehicle purchase. At the same time, only 29% of dealers have started adapting to AI-powered search. The share who knows they need to adjust to AI-powered search but haven’t started rose from 26% to 32%.
The gap suggests that consumer behavior is beginning to move faster than dealer strategy. As AI becomes another starting point in the shopping journey, dealers have an opportunity to think differently about how shoppers find them, what information they encounter and what happens when those increasingly informed consumers reach the dealership.
Search is moving from keywords to questions
Consumers have traditionally moved between search engines, automotive marketplaces, OEM websites and dealer sites to compare vehicles, pricing and features. AI is adding a new layer to that process by allowing shoppers to ask more detailed questions and receive information in a much more direct way.
This can change how prepared consumers are when they eventually engage with a dealership. Cox Automotive found that 24% of shoppers say AI helps them feel more prepared when working with dealerships and 63% plan to use AI during their next vehicle purchase.
That does not make the dealership any less important. It means the consumer may be arriving further along in the process with a better understanding of what they want, what they can afford and what questions they still need answered.
For dealers, AI-powered search is another important entry point into the shopping journey. The opportunity is to understand how their dealership is being represented and whether the information consumers receive is accurate, relevant and useful.
Make dealer information easy to find and trust
As consumers rely on AI to help them research vehicles, the quality of the information available online becomes even more important.
Inventory, vehicle details, pricing, dealership information and other consumer-facing content all contribute to how a dealership is represented across the digital ecosystem. When information is outdated, incomplete or inconsistent, it can create confusion for consumers and make it harder for AI-powered search tools to provide accurate answers.
Trust is critical for AI visibility, but so is relevance. Dealers can take a closer look at whether their online presence reflects the information consumers want and the questions they are actually asking.
What vehicles fit within a certain budget? How do different models compare? What inventory is available? What does a consumer need to know before visiting the dealership?
The goal is not to create content specifically for AI. It is to make sure the information already being shared online is useful, accurate and easy for consumers to understand, regardless of where they begin their research.
Prepare for a more informed shopper
Consumers may be gathering more information and using more resources before reaching the dealership, but that does not mean they have already decided what to buy. In 2020, 37% of buyers knew exactly what vehicle they wanted at the start of shopping. Today, only 29% do.
For dealers, that creates an opportunity to build on the research consumers have already done while helping them understand not only what vehicle is right for them, but why.
That could mean discussing the differences between two models, helping a customer understand payment options or answering more specific questions about ownership and value. The more dealerships can build on the research a consumer has already completed, the more seamless the experience can feel.
AI can support dealership teams internally as well. Cox Automotive found that the top three AI uses among dealers are automating routine and/or complex tasks (40%), coordinating consumer follow-up (40%), generating content and creative (38%).
Used effectively, these tools can help reduce repetitive work and give dealership employees more time to focus on the consumer conversations that require judgment, expertise and a personal touch.
Looking ahead
AI is not replacing traditional vehicle search, but it is changing how consumers gather information and prepare for the buying process. Dealers do not need to abandon the digital strategies that already work. Instead, they have an opportunity to broaden how they think about search and make sure their digital presence reflects how consumers are beginning to shop.
As search continues to evolve, the dealers that remain visible, useful and easy to understand across the entire shopping journey will be in the strongest position to connect with the next generation of car buyers.
