Gen Z‘s embrace of AI is reshaping automotive shopping patterns, as revealed in a new Salesforce study. This generation, born between 1997 and 2012, is applying their digital native status to vehicle purchasing decisions by leveraging artificial intelligence for timing and value optimization. Their tech-forward approach represents a significant shift in consumer behavior that automotive manufacturers are now racing to accommodate, with implications for everything from vehicle features to pricing models.
The big picture: Three-quarters of Gen Z car shoppers are using AI to determine the optimal time to purchase a new vehicle, according to Salesforce research.
- This digitally savvy generation is consulting AI about timing their purchases based on price fluctuations, deals, and available incentives.
- Gen Z now comprises a quarter of the global population and is spending more than previous generations did at the same age.
Key findings: Nearly 80 percent of Gen Zers want AI to recommend the best vehicle for their specific needs.
- ChatGPT, Google Gemini, and Bagoodex are among the AI agents commonly used by these consumers.
- Gen Z’s comfort with AI extends beyond purchasing decisions, with 67 percent open to using AI agents for tasks like scheduling vehicle maintenance.
Industry implications: Automakers are adapting their strategies to accommodate Gen Z preferences for AI integration and subscription-based features.
- Forty percent of Gen Z consumers prefer subscription model pricing for comfort, convenience, and safety features.
- Nearly half of Gen Z considers technological connectivity a must-have feature in vehicles, distinguishing their preferences from older generations.
What they’re saying: “Gen Z now makes up a quarter of the global population, and they’re spending more than any generation before them at the same age,” noted Achyut Jajoo, Salesforce Senior Vice President.
- Jajoo explained that Gen Z isn’t avoiding car purchases but approaching them differently: “They’re budget-conscious, overwhelmed by choices and unsure about the best time to buy.”
- He added: “These digital natives aren’t looking for their grandfather’s car-buying experience. They want AI assistants to guide them through confusing terminology.”
Between generations: Millennials and Gen Z show similar enthusiasm for AI-powered financial guidance in vehicle purchasing.
- 71 percent of Millennials and 68 percent of Gen Z want AI agents to suggest optimal financing options.
- 71 percent of Gen Z believes AI makes car maintenance easier, reflecting their broader comfort with technology-assisted aspects of vehicle ownership.
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