New Delhi, Sept. 24 -- Artificial intelligence (AI) is changing how Indian consumers research cars, helping them compare models, evaluate features, calculate financing options and prepare for price negotiations before making a purchase, according to a Google-Kantar study that also calls for automobile manufacturers to adapt their marketing strategies to changing consumer behaviour.

The study, titled "Automobile Purchase Journey in the Age of AI", found that 93 per cent of surveyed car buyers used AI-powered tools during their research, indicating the growing role of the technology in vehicle purchase decisions.

According to the report, consumers are moving beyond basic searches to ask more specific questions about vehicles that suit the...