A new Google-Kantar study highlights the growing influence of artificial intelligence, Google Search and YouTube on how Indian consumers research and choose cars.
AI Becomes a Key Part of Car Buying
The Automobile Purchase Journey in the Age of AI study surveyed 1,022 recent car buyers across metros and Tier 1 cities, with fieldwork conducted in May 2026. It found that 93% of respondents used AI surfaces during active vehicle research.
Meanwhile, 87% used at least one Google platform during active research. Among Google Search users, 90% encountered AI Overviews, while 89% used Google AI Mode.
Buyers Are Using More Research Touchpoints
AI-assisted research is expanding the number of channels consumers use before purchasing a vehicle.
- AI users averaged 7.8 research touchpoints, compared with 6.9 among all buyers.
- 80% of AI chatbot users also used Google Search and/or YouTube.
- AI was used for comparing specifications, prioritising features, building shortlists and evaluating financing or negotiation options.
- Car-related Google searches increased 20% in 2026 compared with 2025, according to Google Trends data cited in the study.
YouTube Influences Early Consideration
YouTube remains important before buyers enter the active research stage. Around six in 10 buyers said it influenced their initial consideration set, ahead of TV, word of mouth and social media.
Among YouTube users, 77% watched content from professional automotive experts, including road tests, comparisons, walkarounds and buyer guides.
Safety and Styling Lead Purchase Factors
Safety ratings or advanced features and modern styling each emerged as leading vehicle differentiators at 41%. Suitability for Indian roads, build quality and positive reviews from automotive journalists followed at 38% each.
The study suggests that car buying is increasingly a non-linear, multi-channel journey, requiring brands to remain visible across AI, search, video and other digital touchpoints.
