Imagine This... Will You Buy a Car from a Chatbot?
Oct 15, 2025
Andrej Levin, a BCG Managing Director and Partner, shares insights on how large language models (LLMs) will revolutionize car buying. He discusses the challenge of finding unbiased product recommendations amidst sponsored content and how AI can empower consumers to make informed decisions. Levin highlights the importance of automakers maintaining accessible data for LLMs and warns legacy brands of their need to adapt to avoid losing customer loyalty. He also explores the potential of vehicle sensors for personalized recommendations and how AI is reshaping financing in the automotive industry.
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LLMs As Neutral Product Advisors
- Large language models (LLMs) can become the neutral advisor consumers currently lack when researching complex purchases like cars.
- LLMs synthesize reviews and options to give agnostic, personalized recommendations beyond traditional search noise.
Get Visible To Chatbots Now
- Make your product data visible and machine-readable so chatbots can find it.
- Publish specs, APIs, and up-to-date information to ensure LLMs surface your offerings.
Brand Emotion Loses To Deterministic Models
- Deterministic LLMs emphasize facts and customer reviews, which can equalize brands by features and price.
- Luxury and emotional brand strengths may be undervalued against lower-cost rivals in LLM recommendations.