CarGurus’ “Big Deal” brand campaign is getting bigger — thanks to artificial intelligence.

The online car-shopping platform has expanded the “Big Deal” with new ads putting the spotlight on its recently launched AI-powered products designed to simplify and personalize online research and comparison for prospective car buyers.

The campaign, a tribute to the financial and emotional decisions behind buying or selling a car, debuted last summer. The new spots began running on TV networks and connected TV providers this month. The campaign will also include digital, influencer, audio and offline activations throughout the year, the company said.

The new AI tools include Dealership Mode, which uses location data to tailor the CarGurus app to a specific dealership and is designed to help shoppers navigate their options and make decisions at the lot.

CarGurus said Dealership Mode lets shoppers quickly browse the dealership’s inventory, access car details and compare options using AI to highlight the pros and cons of each car and offer a recommendation.

For dealers, the company said, Dealership Mode provides more informed, ready-to-transact shoppers and keeps the focus on the dealer’s inventory.

CarGurus Discover is the platform’s new AI-powered search, designed to allow users to describe what they want in their own words as they research and compare options, and immediately see listings that match.

Instead of having to figure out how their needs translate into filters and specs, car shoppers can enter their priorities, such as budget, lifestyle or must-have features, and CarGurus Discover provides a curated list of options, the company said.

“CarGurus was founded to redefine the car-shopping experience for consumers, bringing more transparency with data and technology,” chief marketing officer Dafna Sarnoff said. “Now, as the No. 1 most visited car shopping site, we continue to invest in innovations that help consumers get their best deal with confidence, and enjoy the ‘big deal’ experience of finding a car you love.

“These new products directly address parts of the journey that our research shows shoppers find most challenging: deciding what kind of car to buy, finding the best available options for their needs and negotiating a great deal.”