New Cars.com Research Shows 44% of Consumers Opt to Use AI-powered Car Search Tools
In a significant shift in consumer behavior, a recent survey by Cars.com Inc. reveals that 44% of Americans are leveraging AI-driven car search tools, particularly the newly launched Carson™. This survey, part of their “AI in Car Shopping Consumer Survey,” highlights the increasing integration of artificial intelligence in the vehicle purchasing process.
“These survey results confirm what we’re seeing with Carson’s performance on our marketplace,” said Matt McDonald, Senior Director of Product Management at Cars.com Inc. “Car shoppers aren’t treating AI as a novelty — they’re using it as a trusted co-pilot in their research. When 97% of consumers say AI will influence their purchase decision, it’s clear we’re entering a new era of discovery in auto retail.”
The data points to a robust consumer confidence in AI tools, with 73% of AI users noting that these technologies save time by converting conversational queries into targeted search results. Yet, consumers are also eager for more from these tools; around 66% expressed interest in having a personal AI car shopping assistant. The primary functions of these AI tools include identifying and comparing models that meet shopper needs, providing price estimates, and answering direct questions about vehicle reliability.
Trust and Transparency in AI Recommendations
Despite the enthusiasm, trust in AI remains nuanced. While 71% of respondents exhibit at least moderate trust in AI for providing unbiased and accurate vehicle information, concerns persist. Approximately 63% of shoppers worry that AI might offer biased recommendations, emphasizing the necessity for transparency and verified data sources. Cars.com remains a favorite among consumers, with two-thirds citing it as a trusted resource for objective information.
Interestingly, 41% of respondents plan to visit a cited dealer or manufacturer’s website after their initial inquiries with AI tools like Carson. Furthermore, when the vehicle search narrows, 64% of consumers are receptive to additional recommendations from salespeople. However, as the purchasing phase approaches, most shoppers prefer to transition from AI tools to direct interactions with dealers regarding budget and financing options.
“A car purchase is still one of the most significant financial decisions consumers make, and they want technology that helps them navigate complexity while maintaining control,” McDonald noted. “AI tools like Carson are designed to do exactly that – simplify the search process, provide trustworthy recommendations based on verified data, and seamlessly connect shoppers with dealerships when they’re ready to move forward.”
Carson’s Performance Metrics
Since its launch, Carson has delivered promising engagement statistics, with users returning to Cars.com twice as often as non-AI shoppers. These users save three times more vehicles and generate twice the leads compared to their counterparts. Currently, Carson assists approximately 15% of web and mobile web searches on the platform, continuously evolving with new features like AI summaries, search refinement prompts, and personalized comparisons.
As Cars.com solidifies its leadership in automotive innovation, the company is poised to offer a more efficient, intelligent, and user-friendly experience for consumers, automotive brands, and dealerships. The findings from this survey not only underscore the growing reliance on AI tools in the car shopping experience but also highlight a pivotal moment in the evolution of consumer purchasing behavior.
For more information on Carson and to experience AI-powered car shopping, visit Cars.com.
Cars.com Usage of AI in Car Shopping Consumer Survey Methodology
The insights shared in this article derive from the Cars.com “AI in Car Shopping Consumer Survey,” conducted online from November 4-10, 2025, with 936 respondents. Additional data was collected through another study regarding attitudes toward AI, involving 347 participants from July 11-28, 2025.
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