Artificial intelligence is quickly becoming a go-to technology for consumers researching vehicles to buy and where to buy them, according to the latest study from AI-powered automotive customer data platform Fullpath.

The inaugural Fullpath Auto Intelligence Index found use of AI and large language models emerging as a “significant driver of online engagement” with dealerships in 2025, the company said, with LLMs becoming a major referral source for car shoppers looking for detailed information about specific dealerships and vehicles.

The study found LLM-driven visits to dealership websites grew steadily throughout the year and spiked in September, jumping 43% from the previous month.

In a news release, Fullpath said that trend “highlights how AI-powered tools are reshaping how consumers research automotive options and how dealers engage with potential buyers.”

The index is designed as a recurring benchmark of AI-driven sales outcomes, dealer demand, vehicle inventory velocity and integrated consumer data in North America. The data was derived from Fullpath’s CDP and AI analytics, which aggregate anonymized website traffic signals, advertising spend trends and days’ supply metrics from OEMs and dealerships nationwide.

The study also found dealer website traffic was up 2.5% in 2025, and the average dealership used more than 2.1 million consumer data points, with a 24% year-over-year increase in consumer data points collected. Fullpath said the rise of data usage enables “highly granular personalization and targeted marketing strategies” and illustrates consumer data integration status as “a cornerstone” in auto sales and marketing execution.

“In 2026, digital experiences and AI agents will be central to automotive operations and sales,” Fullpath CEO and co-founder Aharon Horwitz said. “Consumer data shows a clear upward shift toward digital engagement and advanced marketing influencing their dealer choices.”