93% of Indian auto buyers turn to AI experiences for research; finds Google study
93% of shoppers actively turn to AI during their research phase, according to the study. Consumers using AI actively navigate an average of 7.8 touchpoints to research and validate choices, reflecting a deeply considered, non-linear purchase journey, the study says. The study reveals that 87% of car buyers engage with Google platforms—including Search, YouTube, Maps, and Gemini—with Google Search widely cited by respondents as a key destination in the active research phase.
Google has released a study on the “Automobile Purchase Journey in the Age of AI”, highlighting how AI and digital surfaces are reshaping how India buys cars. Within this landscape, Google Search AI experiences play a critical role in evaluating complex specifications and financing.
Among surveyed Google Search users, 90% come across AI Overviews and 89% AI chatbots’ refers to conversational AI assistants such as Gemini and others. However, final vehicle selection has decisively shifted toward a collaborative household effort, with 64% of consumers involving the whole family and 53% deciding alongside spouses. Among surveyed Google Search users, 90% come across AI Overviews and 89% leverage AI Mode for nuanced, conversational queries. Conversational AI triggers deeper validation: 80% of surveyed car buyers who use AI chatbots also turn to Google Search and/or YouTube during active research. YouTube functions as an always-on virtual showroom, where ~6 in 10 car buyers casually explore brands well ahead of their purchase decision. Through personalized Home Feeds, lifestyle vlogs, and creator content, passive discovery evolves into active consideration, anchored by 77% of YouTube users who rely on professional reviewers for trusted advice.
Commenting on the evolving consumer journey, Siddharth Shekhar, Director, Google India, said, “The car buying journey in India is deliberate, non-linear, and deeply digital—particularly ahead of the festive season, when consideration peaks. AI acts as an expansionary force in active research Virat Khullar, Head – Marketing, Hyundai Motor India Limited said,”The automotive purchase journey is increasingly shaped by moments of discovery, research and intent across digital channels. Buyers move between discovery on YouTube and conversational validation on Search. ‘AI surfaces’ is a broader term encompassing these conversational assistants as well as generative AI experiences in Google Search that is AI Overviews and AI Mode. use AI Mode to navigate nuanced, complex queries. As AI helps buyers navigate complex choices, our ad and commerce solutions help automotive brands respond to their intent—connecting initial curiosity directly to the showroom. Indian car buyers view their vehicle as a fundamental visual representation of personal achievement and lifestyle. Our partnership with Google helped us harness the scale of YouTube to build awareness and the intelligence of AI-powered Search ad solutions to identify and convert high-intent consumers. By unifying upper- and lower-funnel marketing, we were able to deliver a more relevant and efficient customer experience, turning consideration into action and driving strong sales momentum for Hyundai VERNA. ” You use AI every day. Now get your AI Quotient. Take the AIQ test.