One in five (18%) of drivers would seek recommendations from an AI tool to assist in their car buying decision, according to The Motor Ombudsman’s study of 1,100 UK drivers.
In particular, 27% of drivers looking to go fully electric are the most likely to consult AI. This is a higher percentage when compared to prospective hybrid (19%), petrol (16%) and diesel (11%) car buyers.
Bill Fennell, Chief Ombudsman and MD at The Motor Ombudsman, said: “AI is clearly evolving the landscape of how consumers are doing their research ahead of buying a car, providing a ‘virtual assistant’ that offers rapid and comprehensive guidance drawn from a number of sources instantaneously.
“This may make for better informed customers thanks to having this aggregated information at their fingertips. However, this does not replace the important role that retailers play in being a trusted, transparent and knowledgeable guide to help consumers make an educated decision that meets their requirements for a vehicle at the point of purchase.”
The majority (56%) said that it would offer a fast response in terms of getting information, that it would be a neutral platform (also 56%), and they could ask any questions without fear of judgement from others (55%).
Just under half (48%) explained that AI would provide the means to assist them when whittling down their choice of vehicle, whilst 32% said they would place a greater degree of trust in the information delivered versus that received from friends and family.
Almost half (46%) would likely turn to AI to request an estimate of the potential yearly outlay for the makes and models, taking into account expenses, such as fuel and or charging, road tax, and maintenance.
Similarly, 51% would prompt it for the expected purchase price of a vehicle.
Around one in four said that they would probably use it to brush up on their haggling skills, to help them with how to secure the right deal at the showroom.
Overall, the findings showed that 56% would feel more confident making a decision if they had consulted AI during the research phase.
