Cox Automotive tracker finds growing gap between AI‑powered shoppers and dealers

A new Cox Automotive AI in Auto Retail Tracker said shoppers are moving ahead with AI faster than dealers are adjusting to AI powered search. The report combines survey results from the first two quarters of 2026.

According to the tracker, 63 per cent of shoppers plan to use AI for their next vehicle purchase, but only 29 per cent of dealers have begun adjusting to AI‑powered search. While 82 per cent of dealers report using AI, many are not measuring its impact or do not understand how to track results.

Lori Wittman, president of retail solutions at Cox Automotive Inc., said AI is changing how shoppers research.

“AI is changing where car shopping starts, and it’s bringing dealers a more informed, more decisive buyer,” said Lori Wittman, president of Retail Solutions at Cox Automotive Inc. “Consumers have already changed how they shop, and dealers are well positioned to meet them where they are.”

The share of dealers who know they need to adjust to AI‑powered search but have not started rose from 26 per cent to 32 per cent. Cox Automotive said this highlights a widening gap between shopper expectations and dealer strategy.

Brian Wieland, senior director of used vehicles at Van Horn Auto Group, said AI has become part of daily automotive sales operations.

“AI is no longer something we are testing. It has become part of how we operate every day. Across both sales and service, AI helps us engage customers, answer questions, and make sure opportunities are not missed. We are still early in the journey, but the impact is already significant, and we are excited about what lies ahead,” said Brian Wieland.

The tracker found that consumers are using AI to prepare for dealership interactions, with 24 per cent saying it helps them feel more prepared and 63 per cent saying they will use AI for their next purchase.

According to the results, 82 per cent of dealers use AI, with top applications including automating tasks, coordinating customer follow‑up and generating content. Dealers are optimistic, as 69 per cent expect AI to drive sales growth, but only 22 per cent report seeing that growth so far.

Dealers working with an external AI partner were more likely to report positive outcomes, including optimal AI usage, higher confidence in AI outputs and increased sales and revenue growth.

The Cox Automotive AI in Auto Retail Tracker surveyed more than 500 dealers and 1,500 consumers in each quarter.

Click here for the full report.