AI redefines India’s auto buying journey: Google-Kantar study

AI takes the driver’s seat, showroom is no longer the starting point of the buying journey. | Photo Credit: The Hindu Artificial intelligence is becoming a powerful co-pilot in India’s automobile purchase journey, transforming the way consumers discover, compare and select vehicles. A Google-commissioned Kantar study reveals that 93% of car shoppers are using AI-enabled platforms during the research phase, signalling a major shift from traditional showroom-led buying decisions to digitally assisted choices.The study “Automobile Purchase Journey in the Age of AI” shows that the modern car buyer follows a far more complex and non-linear path, engaging with an average of 7.8 touchpoints before finalising a purchase. Digital platforms, particularly Google Search, YouTube, Maps and Gemini, have emerged as key influences, with 87% of buyers using at least one Google platform during their decision-making journey.AI-powered search tools are increasingly helping consumers evaluate critical factors such as vehicle specifications, features, pricing and financing options. Among Google Search users surveyed, 90% reported encountering AI Overviews, while 89% used AI Mode for more detailed and complex queries related to their purchase decisions.However, conversational AI is not replacing conventional digital research; instead, it is becoming an additional layer of assistance. The study found that 80% of car buyers who use AI chatbots continue to rely on Google Search and YouTube while actively researching vehicles, indicating that consumers are combining multiple digital sources before making a purchase.YouTube as virtual test drive platformWhile AI tools are influencing evaluation and comparison, YouTube remains a major platform for early-stage exploration. Nearly six out of 10 car buyers use YouTube for casual brand discovery, while 77% of users depend on professional automotive reviewers for guidance.Interestingly, most buyers enter the research process with some preferences already formed. Around eight in 10 consumers have an initial shortlist of brands before beginning active digital research, suggesting that online platforms are playing a stronger role in validation and final selection rather than creating demand from scratch.Family influence remains strongDespite the growing influence of AI and digital platforms, automobile purchases continue to remain collective decisions in India. The study found that 64% of consumers involve their families in the buying process, while 53% make decisions jointly with their spouses.Consumer expectations have also evolved. Features such as safety ratings and futuristic design, once considered premium differentiators, are increasingly becoming basic requirements for buyers.The Kantar study was conducted in May 2026 across metropolitan and Tier 1 cities in India, covering 1,022 recent automobile shoppers. The respondents were selected based on factors including vehicle price range, engine capacity and purchasing behaviour. Published - September 24, 2026 06:12 pm IST