A new study shows 83 percent of Spanish car buyers now turn to artificial intelligence before making a purchase. This shift is changing how people pick models, make decisions, and save money.
Walk into a Spanish car dealership today and you’ll find buyers who already know what they want. Many have changed their minds or picked a different car after getting advice from artificial intelligence. For adults aged 25 to 29, 68 percent say AI has pushed them to rethink their choices. That’s not a small shift. It’s a new reality in the showroom.
El Observatorio Cetelem’s report, “La IA en el proceso de compra del consumidor español,” puts a number on it: 83 percent of buyers in Spain now use AI tools before spending a single euro. These digital systems help people compare models, check engines, and set budgets. All of this happens before anyone talks to a salesperson. AI doesn’t replace test drives or human advice, but it’s now the main filter for information. The report’s numbers come from an online survey of 1,000 Spanish adults. Several industry publications have pointed out that this makes the data hard to ignore.
Among Spanish consumers under 35, 35% already use AI when buying a used car, compared to 22% in the general population.
How do buyers actually use these tools? The study spells it out. Thirty-nine percent use AI to search for models and options. Another 39 percent compare versions and equipment. Thirty-two percent check prices and promotions. Among people aged 30 to 34, 60 percent want AI’s advice before making a final call. For many, the digital assistant is no longer a novelty. It’s a trusted co-pilot. Cetelem says 48 percent of buyers now ask AI directly for recommendations before deciding. That’s a big jump in trust.
The impact is real. The study found 54 percent of users got nudged toward higher-end versions or trims. The algorithm often argues these are better value for money. The savings are clear. Twenty-four percent of buyers saved between 50 and 100 euros. Thirteen percent cut costs by 100 to 250 euros. Eight percent managed to save between 251 and 500 euros. People want more. Seventy-seven percent of drivers say they want an AI assistant that constantly scans the market for deals and discounts. Democrata reports that half of respondents made unplanned purchases after AI advice. The tech is changing real behavior.
Still, Spanish buyers aren’t ready to let AI take over. Only 22 percent would trust AI to handle the whole transaction. Six out of ten say no to automated purchases. Most people use AI for recommendations (64 percent), price hunting (49 percent), and comparing versions (43 percent). But they keep the final decision for themselves. That won’t change soon.
Cetelem's research also reveals that 78% of Spanish consumers trust AI more than social media influencers when it comes to product recommendations, indicating a significant shift in the sources of authority during the buying process.
Trust still starts at home. Family and friends are the top source of confidence for half of all buyers. Industry professionals come next at 45 percent. Other drivers’ opinions matter for 36 percent. Privacy is a big worry. Seventy-eight percent fear companies could use their data to set prices based on what they’re willing to pay. Only 30 percent would share their purchase history. Just 25 percent would share search data—unless they save more than 500 euros a year. In that case, 65 percent would consider sharing more. One thing is clear. Eighty-three percent demand that any sponsored recommendation is clearly marked as advertising. No exceptions.
This digital shift in car buying matches bigger changes in Spain’s auto sector. Artificial intelligence is now shaping insurance, financing, and after-sales services too, as reported earlier. The fast rise of AI in the buying process marks a new era. Data-driven advice is now a real advantage. Spanish buyers are using it for better deals, smarter choices, and more control. But they’re not giving up the final say. The next challenge for the industry? Balancing digital speed with the trust and openness buyers still expect.
