Your customers are rewriting the playbook on vehicle buying. Our latest research reveals that 17% of Canadian used car buyers turned to generative AI in their last search, a big leap from a mere 5% in 2024. Younger segments are leading the charge, with over a quarter (26%) of Gen Z and Millennials finding their cars with the help of AI platforms, like Chat GPT and Google Gemini.
AI is quickly becoming an essential tool that customers trust. A remarkable 90% of AI-empowered buyers find it exceedingly helpful. With satisfaction rates this high, the odds are that these buyers will not only continue to rely on AI for future purchases but also recommend it to friends and family.
AI is more than a sidekick — 71% of users found it influential in their decision-making process. Buyers use AI to dive deeper into potential purchases, ensuring they make well-informed choices. Here’s how AI is transforming the buying process:
As more consumers use AI to compare vehicles and evaluate dealerships, the expectations placed on dealers are changing. To attract AI-savvy shoppers, dealers must align with how buyers are gathering and filtering information.
Be transparent with AI-friendly data: Shoppers are feeding listing information, pricing, and reviews into their AI tools. Dealers who maintain accurate listings, clear pricing, and well-structured online data are more likely to be AI recommended.
Highlighting future maintenance insights: With just over half (51%) of AI-using buyers turning to AI to estimate future maintenance costs, dealers can stand out by offering clear, detailed maintenance insights, cost projections, and service plans. Structuring this information in a transparent and easy-to-read format not only builds trust with buyers but also increases the likelihood that AI-powered tools will surface your listings as valuable options.
Stay on top of your online reputation: Over a quarter of AI-empowered buyers (28%) use AI to summarize dealership reviews. This means that both positive and negative reviews can get amplified quickly. Dealers should monitor reviews, respond promptly, and encourage satisfied customers to share their experiences.
Boost AI-aware marketing: If consumers are using AI to compare vehicles and estimate values, dealers should tailor content that feeds those queries, like clear comparisons between models, transparent drive-in valuations, and predictive maintenance insights. Positioning your dealership to be “AI-proof” means being ready with the answers buyers are already seeking.
As AI reshapes the buying process, it's crucial for dealers to adapt and stay competitive. By boosting visibility and transparency, and proactively refining your digital presence, you'll land new customers, ensuring your dealership stands out in the AI-driven marketplace.