11:59 am, January 22, 2026
Two thirds of motorists are now using AI to help them negotiate the car buying journey.
That is according to new research from Close Brothers, which has revealed the growing impact of artificial intelligence in the motor trade.
While dealers will all of heard about how AI can help them, the latest data reveals how it is also helping customers too.
A poll of 2,000 UK motorists found that 66% now incorporate AI into their car-buying journey, with 60% saying they would use it as a core part of their decision making process.
Close Brothers says findings suggest a major shift in buyer behaviour, marking a ‘definitive shift away from traditional research and buying methods’.
Elsewhere, 33% of buyers said that they use the technology to compare vehicle specifications and narrow down their choices, while 31% rely on AI to verify safety ratings and owner reviews.
Beyond the vehicle itself, AI has become a financial calculator for the forecourt, with 28% of users utilising it to estimate total cost of ownership – including insurance, fuel, and maintenance.
Almost a quarter (23%) also use it to benchmark fair market pricing, while 16% said they rely on services like ChatGPT to compare the long-term benefits of electric vehicles versus petrol models.
Reacting to the findings, John Cassidy, sales managing director at Close Brothers Motor Finance, said that dealers still have a key role to play.
He said: ‘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 and explain the various options available.
‘While it handles the “what” and “how much” elements with relative ease, it is less thorough with the “why” factor, and cannot offer the peace of mind that comes with physical components such as speaking to an expert or inspecting a vehicle in person.’
‘This is why dealers still have a crucial role to play – though the value may have shifted.
‘Customers now arrive at showrooms with more data than ever before, so dealers should be prepared for this, and be able to interpret this effectively and offer expertise and reassurance that AI simply cannot deliver.
‘AI is also not yet being utilised to research finance options – something only 15% of buyers are currently using it for, leaving a large opportunity for dealers to offer finance expertise and clearly walk customers through the various finance options available, many of which customers will have a limited understanding of and would rather speak to an expert – as opposed to a chatbot – to gain understanding.
‘Dealers will need to support this transition through advanced data tools and regulatory guidance, ensuring that while AI might help a customer start their journey, a human expert – backed by the right training – is there to cross the finish line.’
