September2025ByAndrejLevin(BCG),RobinWagner(BCG),Harries(BCG),Bednarczyk(OpenAI),(OpenAI),andPhilippEulenberg(OpenAI)AI-GeneratedImageWillAIBecometheBestCarSalesAdvisor?reportisaofBostonandOpenAI.GenerativeAI(GenAI)hasthepotentialtotransformtheAsGenAIwillhowandtowithorcalls,withofaneeds.speedofTheactnowtoandwillbeanAI-firstThestakesbyfastboostbyasas20%,laggardsriskofto15%.AndcarandalsotonewwillaafeelsaseffortlessandastoaaofandbyThisreportoffersacomprehensiveguideforandotherautomotiveplayersonhowtobenefitfromtheopportunitiesGenAIwillintroduceacrossthecar-buyingjourney.

TravelingtheGenAIRouteatakeofawideofneeds,andcanbebyandofferedbywithdecadesoftoeveryandwitheffortstoofferadoor-to-doorofdecidedtoaverysoTheofarecentsurveyfiveandtwoofAsiaandbooked2025orlargeasnoGenAIoffersatostoryandOpenAIortocanwithAIassistanttoand2 BCGX|OPENAITransformingtheCar-BuyingExperienceThelessonsfortheautoindustryarebuyingacarcanmeannavigatingamazeofwebsites,dealerships,financingoptions,andendlesstrade-offs.Thereisnoneutral,advisorconsumerscanontheirpurchase.Noplatformfilterallowsconsumerstoenteranythingabouttheirdrivingpatterns,designpreferences,luggageneeds,orcharginginfrastructureathomeandwork.Infact,manycustomersfindboththeofòineandonlinecar-buyingexperiencefragmented,opaque,andfrustrating.AccordingtoarecentBCGconsumersurvey,almosthalfofrespondentswhorecentlypurchasedacarweredissatisfiedwiththeexperience.Onereasonwhytheyfeeloverwhelmedisthesheerofbrands,models,features,ownershipmodels,andnewdrivetrainsofferedbyOEMs.alonehasover150activecarbrands,andmorethan20ofthementeredthemarketthepastfiveyears.Thisexplosionchoicemakesitvirtuallyimpossibleforconsumerstoobtainaclearandcompletecomparisonacrossbrandsandmodels.betocanbeaaandofneeds,andprioritiesnocanandeverywithperfectaofwithneededtotostoryandwithonThismakesthecar-buyingexperiencewell-positionedfortransformationbyGenAItermsofbothcustomerexperienceandcommercialimpact.consumers,buyingtheirnextcarwillbecomeaseasyastheirstory.GenAI-poweredassistantscouldinstantlynarrowdownmodels,explainthetrade-offsplainlanguage,andevenscheduletestdrivesandgeneratepre-filledfinancingoptions.Theisacar-buyingjourneyfeelsassimpleasaconversation.

canbyprices,costs,andofferedbyaandthird-partybrand-agnostictoandtoonandaaaa(EV)aaaaaaaaaasAItext,andvisionwillbeAGenAI-poweredassistanttrade-offsalsocartest-drivevideos,andspecsandwithclarityandWILLAIBECOMETHEBESTCARSALESADVISOR?3TheNeedforSpeedAIbetweenandservesofofweek,howGenAIhasstartedtoaffectThatmakestheGenAI-firstcustomerexperienceaparticularlynovelforOEMs.traditionalbrandpositioningandothermarketingstrategieswillcontinuetoplayarole,howconsumersdiscoverandlearnabouttheoptionsonoffercouldshifttheirfocustowardmoretangible,objectivecomparisondimensionsasEVrangeandprice,andpotentiallytheimportanceofmoreintangibleaspectsasbrandperceptionandproductdesign.very40beaa20%,

1.)offeringsaGenAI-firstriskto15%oftoandapriceTheasymmetrybetweenandlossesbytwoaofwillasetoflaggingbenefitalsopricebyperfectofcaraccessories,andservicestowillbeThebetweenandlaggingwillbewiderGenAIandwillbeonandGenAIaandtoEXHIBIT1InComingYears,GenAIWillOfferOEMsSubstantialUpsidePotential—andDownsideRisk2030(projected)Globally NorthAmerica Europe China Restof2030(projected)In?uencedcar-buyingjourneys(millions)

40–50

7–9 6–8 17–20 10–13ToplinepotentialandriskforOEMs

+20% +20%

+12%

+25% +23%–15%

–12%

–26%

–14%linepotential lineriskSources:ComprehensiveBCGmodelincorporatingnewandyoungused-car(<3years)privatecustomerregistrations;GenAIadoptiontrendsfromotherindustries;andBCGindustryexpertise.4 BCGX|OPENAIHowBuyCarsintheFutureAsaaTheProductAdvisorThefirststageofcarandtoGenAItobasedonoforofaaaa

aabeasEXHIBIT2AwarenessIntentPurchaseThe“ProductAdvisor”andtheServeDifferentPurposestheCar-BuyingAwarenessIntentPurchaseProductAdvisor DealFinderFindbrandsandmodelsthatfityourneedsExplorecarfeaturesthatmattertoyouConfigurecarsaccordingtoyourbudget

FindthebestpricesforacarconfigurationIdentifybestfinancingdealsforyourneedsPurchaseavehiclerightintheGenAltoolSource:BCGanalysis.PromptingtheProductAdvisorareamulti-brandcardealeradvisingmeobjectivelyonmynextcarpurchase.IamlookingforanSUVthatfitsafamilywithtwoadultsandtwoaged8and6.drivemostlyinner-cityroutesandaboutfivelong-distancetripsaWetransportbicycles.Welovelisteningtomusic,andthekidswanttocontrolthemusicinthecarseamlessly.Wealsohaveahomechargingoptionandlovetobeoutdoors.Easy-to-cleansurfacesareamust.Oh,andwehaveadog.PleaserecommendthebestcarforourpurposesWILLAIBECOMETHEBESTCARSALESADVISOR?5AsAI-GeneratedImageTheDealFinderAbehasaontocarbetoaneedtopricesorsecondandpricestobemostgivenmostnottoatfrictiontostaticGenAIcanassessascostoftaxandandasaaleasetotoalsoandasaaaas

EmergingCapabilitiesThealsobyaselectrification,models,andGenAItocaralsotoanadvisor”localgridandabylife-cycleandanandandAndGenAIcanoftrade-offstodemystifyThreeStrategicPrioritiesforOEMsAsGenAIredefineshowconsumersdiscover,compare,beaPromptingtheDealFinderHelpHelpmefindthebestdealforthespecificcarconfigurationyourecommended.Icanimagineleasingitorfinancingit,butIonlyhaveabudgetof$5,000incashonhandanda$450monthlybudgetforcarpayments.Wedriveabout8,000milesayearandtravelshortdistances.Ialsowanttotradeinmyoldcar—makethatIcangetagoodprice.Comparepossiblepurchaseoptionsandcomeupwiththebestalternative.IncludelinkstorelevantwebsitestohelpmewiththenextstepsWILLAIBECOMETHEBESTCARSALESADVISOR?7EXHIBIT3TheThreeStrategicPrioritiesVaryConsiderablyinTheirCompetitiveImpactandTechnicalComplexitySummary

Enhanceyourpresenceinthird-partyAIassistantsUseAEOtoprovideaccuratedataandbeprominentlyandattractivelyrepresentedinAIassistants

PartnerwithcarmarketplacesCollaboratewithmulti-brandmarketplacestoleveragetheirconsumeraccessandreputationasindependentadvisors

BuildyourownbrandedassistantOfferahyper-personalized,own-brandsalesadvisortobothexistingandprospectivecustomersofyourbrandImpactImpactCustomerjourneycoverage

Awareness,consideration,intent,Awareness,consideration,intent purchase(indirectsalesmodel)

Awareness,consideration,intent,purchase(indirectsalesmodel)Ownbrandvisibilityandin?uence

Low,dependingonofAEOefforts

Moderate,dependingonplatform/OEMpartnershipmodel

FullcontroloverentireuserjourneyDataownershipandleadcapture

None Platform OEM-ownedAEOinvestmentrelevance1

Moderate(moredirectproductVeryhigh placementmodelspossible)

Moderate(internalcontentneedstobeLLM-optimized)TechnicalcomplexityLowTechnicalcomplexityLow,ifcuratedviaAPIsModerate,dependingonplatform/OEMpartnershipmodelHighVolumeconquestupsidepotentialModerateHighModeratePriceupsellingpotentialLowModerateHighGenericLLM,optionalThird-partyplatform-integratedFullyintegrated,GenAIimplementation

APIenrichment

assistantwithRAGandAPIs

OEM-operatedagenticsystemData&InputSourcesData&InputSourcesunowledgesourcetypePublicweb/brandcontent;curatedOEM-controlledAPIcontentunowledgesourcetypeBrandscopeofdataBrandscopeofdata

Structuredindustrydata,includingOEM-controlledAPIcontent

onSingle-brand(OEM-proprietary)Openwebaccess Notrequired NotrequiredAccesstolicensedcontent No,unlesscuratedviaAPIs vialicensedplatformdata OEM-partneredaccesspossibleAccesstocon?guratorLimitedbyagenticcapabilitiesofLLM,unlessAccesstocon?gurator

enabledviaAPIstoOEMs directaccess(CRM,purchasehistory,Accesstocustomerdata No,exceptforlimitedusecases No,exceptforlimiteduse(CRM,purchasehistory,OutputCapabilitiesOutputCapabilitiesTypeofresponse

DependingonuserpromptslimitedbyLLMcapabilities

Guideduserjourney,byplatformdataaccess

Guideduserjourney,byOEM-owneddataCon?gurationcompletion No/partialviaexternallink API-based nativeflowaccesstoOEM/dealerPricecomparison Multi-brandbutaccesstoOEM/dealer

OEM-controlledsetofbrands,includingoffersandpersonalizedpricingLimitedbyagenticcapabilitiesoftheTransactioncapability LLM,exceptifcuratedviaAPIsindirectsalesSource:BCGanalysis.

indirectsalesmodelanddependingonplatform/OEMpartnership;no,intraditionaldealermodel

Yes,indirectsalesmodel;no,intraditionaldealermodelNote:AEO=answerengineoptimization;API=applicationprogramminginterface;LLM=largelanguagemodel;OEM=originalequipmentmanufacturer;RAG=retrieval-augmentedgeneration;APIsarehelpfulbutnotrequiredinallcontexts.1AEOincludesbothstructuredinterfaces(e.g.,APIs)andunstructuredcontentoptimization(e.g.,machine-readableproductpages,citations,Q&A,etc.).8 BCGX|OPENAIEnhanceYourPresenceinThird-PartyAIAssistantstoAIwillbeginwithGenAI-poweredoraofhastobeabecauseGenAI-soeasytoandtoaThesetoolscanadviceorandandassistantormostbasicGenAI-poweredcanbyverifiedandup-to-datetoGenAIasandrealtime.offersandeffortalsomessagingandornoaccesstoConsumerJourneyExampleIam33yearsold,andIliveinSecaucus,NewJersey.Icommuteabout40minutestoworkatatravelagency.IIam33yearsold,andIliveinSecaucus,NewJersey.Icommuteabout40minutestoworkatatravelagency.Ihaveanewbornchildandamlookingforanaffordablefamilycarforcitydriving.Athome,Icanonlyparkonthestreet,andit’susuallyverycrowded,butIcouldchargemycarduringthedayattheagency.Oh,andIlovetolistentomusic.WhichmodelsshouldIconsiderunder$30,000?StrategicImplicationsforOEMsAnswerengineoptimizationbecomescritical.stayrelevantandshowtheseconversations,muststructuretheircontentanddatainterfacestovisibletogenericassistants.Brandandproductdifferentiationwillgainnewimportance.mustinvestclearbrandandproductpositioningtoGenAI-poweredtoolspitchtheircarsanaccurateandcompellingtotherightconsumers.Brandsafetyisacrucialconcern.GenAImodelstheirinformationfromallkindsofsources,reviewsonsocialmediaplatformsandotheroutletscanbeorevendisparaging.willneedtoworkwithprovidersofLLMstomonitorandtheaccuracyoftheirmodels’answers.

PartnerwithMulti-BrandCarMarketplacesaasasbeaaasbebeaaAsaaConsumerJourneyExampleIliveinasuburbanareainGuangzhou,China.Rightnow,Idrivea2022electricsedan,butIwanttoupgradetoaIliveinasuburbanareainGuangzhou,China.Rightnow,Idrivea2022electricsedan,butIwanttoupgradetoanewermodel.Mydealerisofferingmeanupgradedmodelfor174,300yuan.Helpmetogetabetterdeal.Also,findmethebestleasedealavailablewithfastdeliverynearwhereIlive.Comparealternativefinancingdealstobringdowntheprice.CheckforlocalornationalgovernmentincentivesandspecialOEMdiscountprograms.Recommendthebesttimingtoclosethedealwiththeagentbasedonhistoricaltransactionpricesforinveststrategicpartnershipswithmulti-brandcarmarketplacestovisibilityoftheirproductsandleveragethesechannelsaslead-orevensales-generationengines.Thiswillrequiredatainterfacestoshareproduct,price,andotherrelevantthoseprovidedtogenericGenAI-poweredresearchtools.WILLAIBECOMETHEBESTCARSALESADVISOR?9andbetweenaspecificanditscarasaBuildYourOwnBrandedAssistantaaaOntheonehand,seamlessintegrationthedatabasesandsystemsisrequiredtoitsassistantprovidesaccurateandcompellinginformationbrandsafety.Ontheotherhand,leverageanydatapointtheycantooffertheircustomersthemostpersonalized,thoughtful,andattractivepurchasejourneyonthemarket;datawouldpriorcarconfigurations,financialservicescontracts,andcarandappusagepatternsaswellasthewealthofcartelemetrydatatheycouldpotentiallycollect.Thiswillallowtheassistanttoaccuratelypredictthenextbestcarandmodefortheircustomers.consumers,thiswillbethemostpersonalized,accurate,andadvancedcar-buyingjourneyavailable,makingitaneasydecisiontosticktothebrandtheyknowandlove.OEMs,thisisagame-changer.Itallowsthemtokeepcustomerstheirownecosystemandupsellthemtomoreprofitablecarconfigurationsandadd-onproductsandservices.awholesalemodel,canenabletheirretailpartnersnearbytofollowonthesehigh-quality,prequalifiedleads.adirect-salesmodel,canevenconvertleadsdirectlyasale.GenAI-enabledchatbotsareavailable24/7anylanguage,sointerestedcustomerscangettheirquestionsansweredrightorscheduleatestdriveforthenextSuchresponsivenessnotboostscustomersatisfactionbutalsoincreasesleadconversionandlowersthecostofsales.theseexperiencesresponsiblywillmatterasasthemfast.AI-poweredadvisorsbetransparent,respectuserprivacy,brandsafety,andalwaysleavethefinaldecisionthecustomer’shands.embraceresponsibleAIprincipleswillnotcaptureearly-moveradvantage,theywillearnlastingtrust.safetyandbrandguardrailsarerequiredtokeepdescriptions,emissionsclaims,andregulatorystatementspreciseandproperlysourced.Whereinformationismissing,thesystemapplysensibledefaults—suchaslocalortypicalroadconditions—sothefirstanswerisusefulandeasytorefine.

Consumerswillexpecttounderstandwhytheyreceivedagivenfinancingoptionorvehiclerecommendation.Areasoninglayercanbeemployedtoweightrade-offsasbudget,range,deliverytime,andtotalcostofTheadvisorcanexplainitslogicplainlanguage,answersandtherationalebehindthem,andthenacting,whereappropriate,withexplicitprivacyandconsentthroughout.ResponsibleAIisnotjustanethicalimperative.Itwillbecomealicensetooperatethenewmarketplace.RegulatoryframeworksastheAIAct,FTCoversighttheUS,anddatasovereigntyruleswillshapethedeploymentoftheseAIassistants.(Seethesidebar“WhatItWilltoBuildOwnBrandedAssistant.”)ConsumerJourneyExampleWhenmycurrentleasingcontractends,Iwanttoupgradetoanewcarandtradeinmyhusband’soldcar.Whenmycurrentleasingcontractends,Iwanttoupgradetoanewcarandtradeinmyhusband’soldcar.notsurewhetherchangingtoahybridorafullyelectricvehiclemakessensegivenmydrivingprofile.Couldyoupleaselookatmyprevioustripsandthecharginginfrastructurealongthewaytorecommendthebestoption?Also,pleaseanalyzewhichcarfeaturesIhavemadegooduseofandwhichonesIcanskipinthenextconfiguration.Keepinmindthatwehavetakenonskiingasanewhobby,sowenowneedacarthat’sreadyforwinterandlotsofluggage—I’mnotquitesurewhatkindsoffeaturesareavailableforwinter.Andlastbutnotleast,wedefinitelyneedthecarbeforethenewskiingseasonbeginsStrategicImplicationsforOEMsAnOEM-brandedGenAIassistantaniceadd-ononthewebsite—it’sanewcustomerinterface.builditrightwillowntheshapeperception,andconvertinterestaction.mustorchestrateGenAIsolutionstogetherwiththeirdealerships,integratingthemoneseamlessandunifiedGenAIplatformratherthanlettingeachdealershipbuilditsownsolution.missoutonthisopportunityfindthemselvesoutpacedbymulti-brandmarketplacesandtheirowndealershipnetworks.whichelementsoftheirGenAIstacktobuildin-houseversusco-developingitwithtrustedAIpartners.Thekeyistooptimaltrade-offsbetweencapabilities,flexibility,scalability,andreasonableeconomics.10 BCGX|OPENAI本報(bào)告來(lái)源于三個(gè)皮匠報(bào)告站（）,由用戶Id:349461下載,文檔Id:916195,下載日期:2025-09-25WhatTakeBuildOwnBrandedAssistantwanttoowntheend-to-endGenAI-poweredcustomerjourneymusttoaboldshiftprioritiesandthenecessaryinvestmentspeople,technology,andoperatingmodels.SuccessrequiresorchestratingcapabilitiesSevenprioritiesstandout:Defineavision.Startwithaviewoftotypesofwillnewwillbeassistantdo—andThesetoEnableend-to-endjourneys.Theassistantdomorethananswerquestions—itmustdrivetransactions.direct-to-consumermodels,thismeanscheckout.wholesalemodels,itmeanspassingprequalifiedleadstodealerswiththerightcontextandAbebeMakethedataAI-ready.Mostdataenvironmentsarenotstructuredforreal-timeAIuse.Relevantdatamustbeaccessibleatlowlatency,standardizedforLLMinterpretation,andscalableacrossthousandsofsimultaneousconversations.ResponsibleAIpracticesanddataprivacysafeguardsmustbeembeddedfromone.

Orchestratethetechstack.Successfuldeploymentdependsonconnectingcustomerandvehicledata,dealermanagement,pricing,financialservices,andpaymentsystemsscalableandexternalconnectors.MCPsareanascentprotocolbutarecriticaltoenableactionableAIagentscaninterfacewithexternalsystems.thecloudinfrastructurecanhighusertraf?cwithlatency,availabilityandtolerance.Platformdecisionsallowformodularityandvendorflexibilitytopreventlock-in.Buildfeedbackloops.TheassistantlearnandUsebothimplicitsignalsasdrop-offsaswellasexplicitfeedback,ratingsandsurveys,torelevance,andconversion.MonitorandretraintheAIassistantfrequentlytopreventdriftandEstablishstrongandsafetyGenAIDefineandasasandbewithwithAssignandtoAI-GeneratedImageAI-GeneratedImageWILLAIBECOMETHEBESTCARSALESADVISOR?11RethinkingtheRoleofOtherIndustryPlayersbetheplayersaffectedbytheGenAItransformationcarsales.carmarketplaces,dealerships,andfinancialinstitutionsmustalsoprepareforhowthetechnologywilltheirbusinessmodels.OnlinecarmarketplacesmustbecomeGenAI-poweredadvisors,offeringseamless,end-to-end,GenAI-nativejourneysvehicles,homecharging,andmobilitysubscriptionstopositionthemselvesastrueone-stopecosystems.Thekeyisnotjusttocompileaccuratedatabutalsotoinfuseitwithmeaningandcontextenablesasuperiorcar-buyingso,theymustfigureouthowtobalancetheirperceivedindependenceasatrusted,objectiveadvisorwiththeneedtofindnewmonetizationmodels,aspartneringwithandparties,leasingcompaniesandbanks.e-commerce,platformstiltedtoofartowardvendor-sponsoredplacementslostThesameriskapplieshere:ifconsumerslosetrustanadvisor’sobjectivity,theywilltoothersforadvice.asaaaFinancialinstitutionsandinsurersmustpreparefortighterintegrationwithAIinterfaces,providingconsumerswithpersonalizedfinancingandcoverageoffersaspartofaseamless,GenAI-powereduserexperience.example,financecompaniescouldprovidereal-timeriskandpricingdatawithexplanationscustomerscanunderstand,anddynamiccreditscoringembeddedwithinassistantsforinstantpreapprovals.couldofferusage-basedbundlesbasedonopt-intelematics,withprivacycontrolsmakeparticipationclearandreversible.Allthiswillrequirestructureddataexchanges,dynamicfinancialproductofferings,andsecuredatasharing,especially

forsensitivecustomerMeanwhile,captivefinancialservicesdivisionsmustprepareforanewlevelofcompetitionwhenconsumerscaneasilycomparetheirofferingsandconditionswiththoseofotherplayersthemarket.beasasasasThesenon-automotiveplayersfurtherthemarketbyofferingtheirownGenAI-poweredbuyingassistants,winningnotbecauseoftheirdistinctautomotiveknowledgebutbecausetheyalreadyknowtheircustomersbest.mustgetaheadbyinvestingallthreestrategicprioritiestoavoidbeingsidelinedorsuckedadownwardpricespiral.EmbracingtheAI-FirstFutureforCarSalesAcrossindustries,innovatorsshownconversationalAIcancomplex,multi-stepjourneysseamless,human-centeredexperiences.Theautomotiveindustrywillsoontakethesameleap,thedefinitionofasalesjourneyfromastaticdrivenbyadvertisementsanddealertouchpointstoafluiddialoguewhereGenAIadaptstointent,lifestyleneeds,andfinancialboundaries.Forward-lookingcantakealeadingrolecreatingAI-nativebuyingjourneyswhichassistantsprovidegroundedadviceandarecapableofactingonMarketplaceswillcompeteontrustandDealerswilloperateasexperiencecentersaugmentedbysalescopilots.Andfinancialinstitutionsandcompanieswillbeabletoprovidepersonalizedandexplainableoffers.Thecommonthreadistrustevidence:clearsources,clearactions,andclearoutcomes.Thewinnerswillbethosewhoactnow—buildingthecapabilitiestoleadanAI-firstJustasthetravelindustry’searlyadoptersareredefiningcustomercentricity,automotiveplayersahistoricopportunitytoleapfrogtraditionalbarriersanddeliveraradi