Is AI Taking Over Car Buying? Survey Shows 66% of UK Motorists Now Use AI

AI Revolutionises the Car Buying Journey for UK Motorists

New research from Close Brothers Motor Finance has uncovered a significant shift in how Brits buy their cars, revealing that an impressive two-thirds of motorists are now incorporating artificial intelligence into their car-buying process. This finding points to a definitive move away from traditional research methods and marks a new era for the automotive retail sector.

How Buyers Are Using AI

The poll of 2,000 UK drivers provides a detailed look at how AI is being utilised. The data shows that 60% of buyers now consider AI a core part of their decision-making process. The specific tasks buyers are offloading to AI are varied and insightful. For instance, 33% use the technology to compare detailed vehicle specifications and narrow down their model choices, while 31% rely on it to verify crucial safety ratings and sift through owner reviews.

Beyond the car itself, AI has become an indispensable financial tool. Nearly three in ten users (28%) leverage AI to estimate the total cost of ownership, a complex calculation that includes factors like insurance premiums, fuel or electricity costs, and anticipated maintenance. A further 23% use it to benchmark what constitutes a fair market price, and 16% rely on services like ChatGPT to compare the long-term benefits of electric vehicles against traditional petrol models.

The End of the Traditional Buyer?

Close Brothers suggests these findings indicate a major behavioural shift among car buyers. The days of relying solely on brochures, magazine reviews, and a salesperson's guidance are fading fast. Customers are now arriving at showrooms armed with a wealth of data, fundamentally changing the dynamic of the sale. This raises a key question for many: is a chatbot now more influential than a showroom visit?

The Enduring Role of the Car Dealer

Despite the rise of AI, dealers are far from obsolete. According to John Cassidy, Sales Managing Director at Close Brothers Motor Finance, the human element remains critical. He commented: "The shift towards heavy AI usage in the car buying process cannot be overlooked. However, while AI provides the data, it currently lacks the localised expertise and emotional intelligence to fully understand customer needs."

Cassidy highlights that while AI excels at answering the "what" and "how much," it struggles with the "why." It cannot offer the peace of mind that comes from speaking to an expert or inspecting a vehicle in person. This is where dealers can reclaim their value.

There is also a significant opportunity in vehicle finance, an area where AI has yet to make deep inroads. Only 15% of buyers currently use AI to research finance options, leaving a substantial gap for dealers to provide clear, expert guidance on the various PCP, HP, and leasing products available. For complex financial decisions, customers often prefer a conversation with a knowledgeable expert rather than a chatbot.

Cassidy concludes that dealers must support this transition by embracing advanced data tools themselves and focusing on the high-value, consultative aspects of the sale. The future successful dealer will be the one who can effectively interpret the data the customer brings and offer the expertise and reassurance that AI cannot deliver, guiding them confidently across the finish line.