“Car shoppers aren’t treating AI as a novelty — they’re using it as a trusted co-pilot in their research,” said Matt McDonald, senior director of product management at Cars.com. He noted that 97 percent of respondents believed AI would influence their vehicle purchase decisions, signaling a shift in how technology intersected with the auto retail experience.
The survey found that AI was particularly valued for its ability to turn conversational queries into targeted search results. About three-quarters of users said the technology saved time, while two-thirds expressed interest in an AI-powered personal car shopping assistant. Consumers most often relied on AI to compare models, estimate prices, or answer direct questions about vehicle reliability. While 59 percent used AI as a starting point for further research, 30 percent reported that it provided a satisfactory final answer.
The study also highlighted nuanced consumer attitudes toward AI. Seventy-one percent of respondents expressed at least moderate trust in AI tools for accurate, unbiased vehicle information, but concerns about potential bias remained. About half of regular AI users were comfortable with recommendations on specific cars and prices, while 63 percent worried that AI could favor certain vehicles. For most shoppers, car review and marketplace sites like Cars.com remained the most trusted sources of impartial information.
Once AI tools answered initial questions, 41 percent of shoppers reported visiting dealer or manufacturer websites next. Among those narrowing their search, 64 percent welcomed additional recommendations from salespeople. However, when purchases became imminent, most shoppers preferred to move from AI tools to direct dealer interactions for budgeting and financing.
Since its debut, Carson had demonstrated strong engagement metrics. Users returned to Cars.com twice as often as non-AI shoppers, saved three times as many vehicles, and generated twice as many leads. Currently, Carson assisted roughly 15 percent of web and mobile searches, and the platform continued to evolve with new features, including AI summaries, search refinement prompts, and personalized comparisons.
“Buying a car remains one of the most significant financial decisions a consumer makes,” Mr. McDonald said. “AI tools like Carson are designed to simplify the process, provide trustworthy recommendations, and connect shoppers seamlessly with dealerships when they are ready to move forward.”
Cars.com has positioned itself at the forefront of automotive innovation, emphasizing efficiency, intelligence, and a user-friendly experience for consumers, brands, and dealerships alike.
The survey was conducted online between November 4 and 10, 2025, and received 936 responses from Cars.com’s Consumer Community, the “Driver’s Seat,” and other in-market car shoppers or recent buyers who had used AI. A supplemental study in July 2025 surveyed 347 respondents about general attitudes toward AI, levels of trust, and its role throughout the car shopping journey.