A new Fullpath survey finds most U.S. car buyers are comfortable using artificial intelligence as a research tool and completing steps to purchase online, but familiarity is breeding increasingly high expectations for an omnichannel dealership experience.

The survey was limited to 1,000 Americans ages 18 to 59 who purchased or leased a new vehicle in the past 24 months and identify themselves as the primary decisionmaker.

Sixty-two percent of respondents are open to using ChatGPT and other AI-powered tools for purchasing advice. Remarkably, only 5% say they completed their entire transaction online; the same number — not necessarily the same respondents — say that is their preferred experience.

Only 15% of respondents say they would not use the internet at any point along their path to purchase while 23% say they would only use it for “light research.” The remaining 72% would like to complete some, most or all steps online.

Analysts highlight the 75% of respondents who “expect car buying to feel like any other online shopping experience” — on par with Amazon, Apple and Nike — and the 93% who “prefer a seamless, personal journey.”

“Personalized communication plays a critical role in customer satisfaction, with 85% of shoppers saying timely, relevant messages, including tailored offers and follow-ups, are helpful throughout the car buying process. Personalizing touchpoints across the shopper journey is essential for dealers in meeting expectations and building long-term loyalty,” the report states, in part.

Read the full report at Fullpath