AI takes the wheel for a quarter of Gen Z drivers when choosing a car

Artificial Intelligence (AI) is increasingly shaping how young drivers choose their cars, with more than one in four members of Gen Z using AI tools to help decide what vehicle to buy, according to new research from The Motor Ombudsman.

The study of 1,100 UK drivers found that 28% of 17 to 28-year-olds — also known as the “iGeneration” — would turn to AI for advice when selecting a new or used car. In contrast, only 12% of Generation X and just 6% of Baby Boomers said they would use AI to guide their choice.

Nearly nine in ten Gen Z respondents (86%) said they would feel more confident buying a car after consulting an AI tool during their research, suggesting a growing trust in virtual information sources. The survey also found that 58% of young drivers value the ability to ask AI questions without fear of judgement, while 61% regard AI as an unbiased and neutral platform to help them make informed choices.

For a generation raised in the digital era, AI’s speed and accessibility are key advantages: 53% of respondents said it would provide quick answers, and over a third (36%) said it could help narrow down suitable models.

Gen Z drivers see further uses for AI beyond car recommendations. Around three-quarters (73%) said AI could help them estimate price ranges, while 60% believed it would help them improve their negotiation skills. Additionally, 43% said AI could help assess running costs and affordability.

Almost half of all drivers (48%) — and the same proportion of Gen Zs — said they would take AI-generated advice at face value, though trust levels dropped sharply among older generations.

Bill Fennell, Chief Ombudsman and Managing Director at The Motor Ombudsman, said AI is becoming an integral part of how younger motorists approach car buying.

“AI is fast emerging into the car buying vocabulary and everyday conversations, and to have comprehensive responses returned at speed can be very useful when many are pressured for time,” he said.

“The underlying message when buying a car however, is to always use trusted online guides and resources, and to check that a retailer is also reputable. Just as importantly, you should be 100% sure before signing on the dotted line and putting a deposit down that your chosen car suits your longer-term requirements and budget.”

The Motor Ombudsman’s free #JustPassed guide offers advice for first-time car buyers, covering topics such as budgeting, researching models, and maintenance. It is available to download at TheMotorOmbudsman.org, where consumers can also find accredited retailers under the Vehicle Sales Code.