Artificial intelligence is becoming an increasingly important part of the car buying process in India, according to a new study from Google and Kantar. The study titled Automobile Purchase Journey in the Age of AI examines how consumers use digital platforms, search tools and artificial intelligence while researching vehicles before making a purchase.
According to the study, 93 percent of surveyed car buyers used AI surfaces during the active research stage of their vehicle purchase journey. The research was based on responses from 1,022 recent car buyers in Indian metros and Tier 1 cities. The respondents had purchased a car within the previous six months, while the fieldwork was conducted in May 2026.
The findings indicate that buying a car is no longer a simple process in which consumers move directly from seeing an advertisement to visiting a showroom. Instead, buyers increasingly move between multiple digital platforms while comparing vehicles, checking specifications, understanding features and evaluating financing options.
The study found that 87 percent of surveyed car buyers used one or more Google platforms during their active research. These platforms included Google Search, YouTube, Google Maps and Gemini. Google Search was identified as one of the most widely used and helpful destinations for consumers researching vehicles.
AI is also changing the way consumers formulate their questions. Instead of relying only on broad searches for a particular car model, buyers are increasingly using more specific and conversational queries. These searches can combine factors such as vehicle price, location, driving conditions, mileage requirements and preferred features.
This shift is particularly relevant for the automotive industry because purchasing a car usually involves comparing several factors at the same time. Buyers may need to understand engine specifications, fuel efficiency, safety equipment, dimensions, technology features, financing options and expected running costs before making a final decision.
The Google Kantar study found that consumers who used AI interacted with an average of 7.8 information touchpoints during their purchase journey. The overall average among surveyed buyers was 6.9 touchpoints. This indicates that AI is being added to a broader research process rather than completely replacing traditional sources of information.
The study identified several activities where consumers are using AI. These include exploring available vehicle options, deciding which features matter most, comparing technical specifications, creating a shortlist of models and preparing for purchase-related discussions. AI can also be used to understand financing and EMI calculations and to prepare questions or negotiation strategies before visiting a dealership.
Importantly, AI does not appear to be replacing conventional search and video platforms. The study found that 80 percent of surveyed car buyers who used AI chatbots also used Google Search and or YouTube during their active research. This suggests that consumers are combining different digital sources rather than depending on a single platform.
YouTube continues to play an important role earlier in the vehicle purchase journey. Automotive videos can help consumers discover models, understand how vehicles look and perform and hear opinions from professional reviewers and other owners. The study found that YouTube helped shape the initial consideration set for many car buyers before they entered the more detailed research stage.
The research also highlights the importance of Google Search AI experiences. Among surveyed Google Search users, 90 percent reported encountering AI Overviews during their research, while 89 percent reported using Google AI Mode. The study groups these generative Search experiences together with conversational AI assistants such as Gemini under the broader category of AI surfaces.
These tools can be particularly useful when consumers have complex questions. For example, a buyer may want to compare several cars based on price, safety equipment, fuel type, boot space and suitability for a particular type of driving. Instead of conducting multiple separate searches, conversational AI can help users frame and explore several aspects of the same question.
The study also describes the Indian car buying journey as non-linear. Consumers may discover a vehicle on YouTube, search for specifications on Google, compare reviews, check dealerships through Maps and then return to Search or an AI assistant for further clarification.
This behaviour becomes particularly relevant during the festive season, when vehicle consideration and purchase activity traditionally receive increased attention. Google India Director Siddharth Shekhar said the car buying journey in India is deliberate, non-linear and deeply digital, with consumers moving between discovery on YouTube and conversational validation on Search.
The findings also have implications for automobile manufacturers and dealerships. As consumers ask increasingly specific questions, brands need to provide accurate and detailed information across the digital platforms where potential buyers conduct research.
For car manufacturers, this can include detailed information about vehicle specifications, variants, safety systems, financing options, ownership costs and practical use cases. Providing clear digital content can help consumers answer questions before they reach the dealership stage.
The study also suggests that the final car buying decision is influenced by multiple members of a household. According to the findings reported by Autocar Professional, partners or spouses influenced the final decision for 53 percent of respondents, while other family members also played a role.
Safety and styling were among the important factors identified by the study. High safety ratings or advanced safety features and superior styling or modern features were each cited by 41 percent of respondents as vehicle differentiators. Suitability for Indian road conditions, long-lasting engines and build quality and positive reviews from automotive journalists were also significant factors.
The findings indicate that Indian consumers are becoming more information-driven when purchasing cars. The increasing number of digital touchpoints means that buyers can gather information from several sources before contacting a dealer or taking a test drive.
For consumers, however, AI-generated information remains one part of the research process. Vehicle specifications, prices, financing terms and feature availability can vary by variant and location, so buyers still need to verify important details through official manufacturer information and dealerships before making a purchase.
Overall, the Google Kantar study shows how artificial intelligence is becoming integrated into India's automotive purchase journey. With 93 percent of surveyed buyers using AI during active research and consumers engaging with an average of 7.8 touchpoints when using AI, the traditional car buying journey is increasingly becoming a connected digital process.
The study also demonstrates that AI is working alongside established platforms rather than completely replacing them. Google Search, YouTube, Maps and conversational AI tools are being used at different stages as consumers move from initial discovery to detailed research, validation and ultimately the purchase decision.