New Study Shows Artificial Intelligence Now Shapes Most Car Purchases in India

Artificial intelligence is changing how people buy cars in India, with digital tools now guiding the research process instead of traditional showrooms. A study by Kantar and Google shows that 93% of car buyers use artificial intelligence platforms while researching their next vehicle.

The Research Process

Car buyers now follow a complicated path before buying a vehicle, interacting with an average of 7.8 touchpoints. Digital tools like Google Search, YouTube, Maps, and Gemini play a huge role, as 87% of buyers use at least one Google platform during their decision. AI search tools help people check car specs, prices, features, and loans. Out of the surveyed Google Search users, 90% saw AI Overviews, and 89% used AI Mode for harder questions. Chatbots are not replacing older research methods, because 80% of buyers who use AI chatbots still use Google Search and YouTube alongside them. Meanwhile, YouTube helps six out of ten buyers discover brands casually, and 77% rely on expert car reviewers for advice.

Buyer Habits and Choices

Most buyers already have a brand shortlist in mind before they start looking online, meaning digital tools mainly help them confirm their choices rather than create brand interest from zero. Even with so much technology involved, buying a car remains a group effort in India. The study reveals that 64% of shoppers involve their families, and 53% make the final choice together with their spouses. Buyer expectations have also shifted, as modern design and safety ratings are now seen as basic needs rather than luxury extras. The Kantar study took place in May 2026 across metro and Tier 1 Indian cities, interviewing 1,022 recent car buyers chosen based on vehicle price, engine size, and buying habits.