AI Car Search: Is Cargurus Bringing ChatGPT-Style Shopping to the UK Market?

Revolutionising the Car Hunt: Cargurus Tests AI Search

Conversational AI, the technology behind tools like ChatGPT, could soon be changing how UK motorists search for used cars. Cargurus, the dominant used car advertising platform in the United States, is considering rolling out its innovative AI search function, named 'Discover', to its UK platform following successful testing across the Atlantic. This represents a potential seismic shift for a market where current search tools still heavily rely on buyers knowing the exact make and model they want.

What is the 'Discover' AI Search Function?

The 'Discover' system, which Cargurus began trialling in mid-2023, allows consumers to find a car using natural, conversational questions instead of rigid search filters. Rather than needing to specify a 'Ford Focus' or 'VW Golf', a user could ask, "I need a dependable family car with low mileage for under £15,000." The AI then quickly combs through millions of dealer listings to surface relevant options, mimicking a helpful conversation.

Demonstrated at the NADA conference in Las Vegas, the functionality allows for both simple and highly complex queries. The AI doesn't just provide an initial list; it helps users ask relevant follow-up questions to refine the search further, effectively guiding them through the decision-making process. It can also compare favoured models side-by-side, generating comparison tables based on the specific data points that matter most to the buyer.

The Growing Trend of AI-Powered Car Buying

This move by Cargurus taps into a significant shift in consumer behaviour. A growing number of car buyers are now starting their vehicle searches on AI platforms like Google’s Gemini or ChatGPT. Experts suggest buyers favour these interactions because they can ask questions they might feel uncomfortable posing to a salesperson or even a search engine. However, these general AI tools may not always surface results from major used car platforms, leaving a gap that Cargurus aims to fill with its integrated solution.

In the US, where the platform can search through as many as five million listings, the initial feedback has been positive. A Cargurus spokesperson revealed that early adopters "really like it." A survey of 3,000 users found that 25% are already using the feature and appreciate it for comparing both cars and dealers.

What This Means for the UK Used Car Market

Currently, none of the major UK used car search giants have deployed AI technology to any great effect. The UK market remains dependent on traditional search methods, creating a significant opportunity for Cargurus to differentiate itself. While a UK rollout has not been confirmed, the success of the US trial makes it a strong possibility.

For UK dealers and buyers alike, the arrival of such technology could transform the online car-buying journey. It promises a more intuitive, conversational, and less intimidating way to navigate the vast and often overwhelming choice of used vehicles. For now, the 'Discover' button remains a feature in the top navigation bar on the US homepage, sitting alongside the main search function as the platform continues to learn from its soft rollout.