Artificial intelligence is rapidly becoming a crucial part of the car buying journey, according to a new survey from Cars.com. The “AI in Car Shopping Consumer Survey” discovered that the technology is already having a profound impact on how consumers research and select vehicles, with 97 percent of AI users stating it will influence their purchase decisions.
The study highlights a significant and swift adoption rate, with 44 percent of consumers reporting they have already used AI-powered tools to shop for a car. Shoppers are not merely experimenting with AI but are actively integrating it as an important part of one of their most significant financial decisions. The primary appeal appears to be the efficiency these tools can provide the user. About three-quarters (73%) of AI users reported that the technology saves them time by translating conversational queries into targeted vehicle search results.
“These survey results confirm what we’re seeing with Carson’s performance on our marketplace,” said Matt McDonald, Senior Director of Product Management at Cars.com Inc. “Car shoppers aren’t treating AI as a novelty — they’re using it as a trusted co-pilot in their research. When 97% of consumers say AI will influence their purchase decision, it’s clear we’re entering a new era of discovery in auto retail.”
Car Buyers are Ready for AI
According to the survey, consumers are most frequently using AI to identify and compare models that match their needs, find price estimates, and get answers to specific questions about a vehicle’s reliability. While 59 percent of users see AI as a starting point for more in-depth research, a significant 30 percent find that the technology delivers a satisfactory final answer on its own.
Trust in AI is also growing, with 71 percent of respondents expressing at least a moderate amount of confidence in AI tools to provide unbiased and accurate information. However, this trust is not absolute. The survey uncovered that 63 percent of shoppers are concerned that AI tools might recommend cars in a biased manner, underscoring the importance of transparency and data verification. For two-thirds of shoppers, established car shopping and review sites remain the most trusted sources for objective information.
Visting a Dealership is Still Vital to Closing the Sale
The transition from digital research to in-person interaction remains a critical part of the process. After using AI tools, shoppers are most likely to visit a cited dealer or manufacturer website next. While a majority (64%) are open to receiving additional vehicle recommendations from a salesperson on the lot, they prefer to handle final budget and financing discussions directly with the dealership. While AI is indeed becoming a powerful tool for discovery and consideration, the human element remains essential in finalizing the deal. As AI tools like Cars.com’s own “Carson” continue to evolve, they are set to further streamline the path from online research to the dealership floor.
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