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

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.