83% of Spanish shoppers use AI to make purchases: cars are not exempt from this trend to save money and make the right choice
11/10/2026 16:00
Updated to
11/10/2026 16:00
Artificial intelligence has become an integral part of people’s daily lives and even a valuable ally for Spanish consumers when making purchasing decisions. According to El Observatorio Cetelem’s study “AI in the Spanish Consumer’s Buying Process,” 83% of Spaniards already use AI tools before buying, employing them as a new source of information to compare products, seek recommendations, find better prices, and decide between different options.
This is a trend present in all types of purchases, but it also affects the automobile market, where making the right choice involves comparing models, features, prices, and technical specifications — a complex process that artificial intelligence seems to help simplify.
AI is increasingly integrated into the purchasing process
Although it still does not fully replace traditional advice, its role in the purchasing process is growing rapidly: nearly half of Spanish consumers, specifically 48%, say they seek recommendations from an AI before making a purchase, and among users aged 30 to 34, this percentage rises to 60%. The most common uses are searching for products and comparing options, both at 39%, while 32% use these tools to compare prices.
In addition, the impact of AI doesn’t end at information searching; rather, the study shows that its recommendations can even influence consumers’ final decisions. 50% of those who use artificial intelligence while shopping admit to purchasing a product they originally didn’t plan to buy after receiving a recommendation, with this effect being even stronger among consumers aged 25 to 29, where it reaches 68%. Furthermore, 54% say that an AI tool has recommended they buy a more expensive product because it offered a better quality-to-price ratio.
Despite this, savings are one of the main arguments put forward in favor of using these technologies. 24% of consumers say they saved between 50 and 100 euros on their latest purchases thanks to AI, while 13% say they saved between 100 and 250 euros, and 8% say between 251 and 500 euros. In fact, 77% would like to have an artificial intelligence assistant that can continuously search for the best prices and deals.
The automobile is not exempt from this transformation, though in the case of cars, 41% of drivers say they have used artificial intelligence at some point during their car purchase process, while 16% claim to use it regularly. Among those who rely on these tools, the most common use is comparing models and brands (55%), followed by searching for an option that fits the available budget (36%) and resolving technical questions (33%). Less common are using it as an alternative to asking a salesperson (21%) and for confirming a decision that has already been made (19%).
There is still some reluctance to use AI
However, consumers still want to retain control, with only 22% of Spaniards willing to fully delegate their shopping to an AI if it understood their needs and context thoroughly. The features most accepted are getting recommendations at 64%, finding better prices at 49%, and choosing from multiple options at 43%. In contrast, six out of ten consumers would not allow an AI to make a purchase automatically on their behalf.
This is because trust and privacy remain two of the main obstacles. Family and friends continue to be the most common source of trust at 50%, followed by experts and professionals at 45%, and opinions from other buyers at 36%. Additionally, 78% are concerned that companies might use their data to determine how much they are willing to pay.
This issue also affects AI-generated commercial recommendations, as 44% of consumers are unsure whether these suggestions are truly independent of brands, while 23% believe they might prioritize products from companies that have invested in branding. Moreover, if a recommendation is sponsored, 83% think it should be clearly identified as advertising.