Cox Automotive’s 16th annual Car Buyer Journey study finds 84% of surveyed car buyers who utilized AI along their path to purchase were “highly satisfied” with the process, outpacing any other group, and 83% of all respondents believe AI will impact future purchases.

Having tracked AI usage for the first time, Cox analysts say only 25% of new car buyers used AI websites like ChatGPT or Copilot or AI overviews such as those generated by Google Overview, a number that is likely to increase in the years ahead. The majority (63%) of dealers surveyed for the study agree that investing in AI tools is “critical” to their success.

“Even with affordability top of mind, buyers know exactly what they need: efficiency, transparency and tools that actually help them easily navigate their vehicle purchase,” writes Retail Solutions President Lori Wittman in a release. “When dealers deliver intelligent, seamless experiences, it works.”

Analysts note new tariffs on vehicle built or assembled outside the U.S. affected purchase decisions in 2025: 56% of buyers say they are opposed to higher tariffs and 24% bought sooner than planned to avoid them.

Overall satisfaction with the car buying process improved, with 76% of all buyers saying they were highly satisfied, falling just short of 2020’s record of 77%.

“A clear sign that the car-buying experience is improving: 44% of new-vehicle buyers — an all-time high — and 41% of used-vehicle buyers said their most recent purchase was better than their previous one,” analysts note. “Only 6% reported a worse experience, the lowest score in five years.”

Read more at Cox Automotive