Artificial intelligence is taking on a larger role in the vehicle shopping journey with CarGurus launching a new AI-powered shopping assistant for Canadian consumers.
According to CarGurus, its new conversational tool, called Guru, allows shoppers to describe the type of vehicle they are looking for using natural language rather than traditional search filters. The platform then recommends vehicles using the company’s Canadian market data, including real-time listings, pricing information, vehicle reviews and shopping insights.
For dealers, the launch reflects the continued evolution of online vehicle marketplaces as AI becomes another tool for helping consumers research vehicles before contacting a retailer. The company said Guru is intended to connect dealerships with shoppers who have already refined their search and are closer to making a purchase decision.
“A decade ago, we set out to raise the standard for car shopping through innovations that increased transparency and trust, starting with the introduction of vehicle deal ratings, Instant Market Value (IMV) price analysis, and days-on-lot data,” said Sam Zales, President and Chief Operating Officer of CarGurus. “Now, Guru represents the next chapter of that work. Built on a decade of Canadian market data, our AI-powered innovations are helping shoppers and dealers make smarter decisions more efficiently.”
CarGurus said the tool was tailored for the Canadian market after first being developed for its U.S. platform. It combines real-time listing information with the company’s proprietary pricing data, shopper search signals and automotive reviews to generate recommendations.
The company also cited its own consumer research, conducted with NIQ, which found a majority of Canadian vehicle shoppers are open to using AI during the buying or selling process. According to the survey, shoppers are most interested in using AI to compare vehicles, summarize reviews and identify listings that match their needs.
The launch coincides with CarGurus’ 10th anniversary in Canada.
