08:50 23-01-2026

How UK motorists use AI to choose and buy cars

Discover how 66% of UK drivers use AI in car buying, from comparing specs to estimating costs. Learn the impact on the automotive market and dealer roles.

Two-thirds of UK motorists now use artificial intelligence when choosing a car. This finding comes from a Close Brothers study that highlights the growing influence of AI on the automotive market and a shift away from traditional information-gathering methods.

A survey of 2,000 British drivers revealed that 66% already incorporate AI into their car-buying process, with 60% willing to rely on it as a primary decision-making tool. According to the research, 33% use AI to compare specifications and narrow down their options, while 31% employ it to check safety ratings and owner reviews.

AI is increasingly being used for financial calculations as well. For instance, 28% of respondents apply it to estimate the total cost of ownership, including insurance, fuel, and maintenance. Another 23% use AI to compare market prices, and 16% turn to services like ChatGPT to weigh the long-term benefits of electric vehicles against petrol models.

Commenting on the results, John Cassidy, Sales Director at Close Brothers Motor Finance, noted that dealers remain relevant despite AI's rising popularity. He explained that while technology provides data, it cannot yet replace local expertise and emotional intelligence, which help clarify options and build buyer confidence. Cassidy observed that customers now arrive at showrooms better informed, making it crucial for dealers to interpret data and guide them through the process.

The study also found that only 15% of buyers use AI to explore financing offers, leaving dealers room to enhance their consultations on car loans and other payment options.