A ski trip planning session turned into a case study in how fast AI-driven discovery has taken hold, our chief content officer Vladimir Hanzlik told the audience at EMARKETER’s Future of Digital summit. Sitting around the table with friends and family, phones out on Gemini, his group booked resorts, hotels, and ski schools in a matter of hours. "What really struck me is that if you didn't turn up in those LLM recommendations, if you didn't show up in Claude or Gemini, there'll be literally zero chance that we will pick you," Hanzlik said, opening a conversation with VML's chief discoverability officer Heather Physioc on whether brands understand just how close that future already is.
24.9% of US internet users searched for auto insurance information online, nearly double the 14.3% who looked up a new vehicle, according to an August report from Comscore.
46% of US likely EV buyers say reduced fuel costs motivate their purchase, compared with 35% who point to environmental impact, according to an April survey from MRI-Simmons.
64% finance elsewhere, making budget tools and dealer inventory key to reaching shoppers before rivals do.
Younger buyers weigh car tech heavily, meaning distinctive experiences and clear positioning can set brands apart.
58% of US adults say a longer driving range would influence them to buy an electric vehicle, and 56% say the same about faster-charging batteries, according to an April survey from MRI-Simmons.
In July 2026, we analyzed 5,630 ChatGPT responses across five automotive categories to compile the AI Visibility Index.
The placement contradicts past promises and raises questions about ad-supported features.
In H1 2026, most ad spending in the auto and truck parts and accessories sector went to digital channels, while overall investment remained relatively steady month to month. Outlays remained concentrated among a handful of cities and a few advertisers.
Limited-edition drops could boost loyalty and profits as new vehicle demand slows.
Toyota Group drew 9.2 million unique US visitors in April, edging Ford's 9.0 million in a near dead heat for the largest auto-manufacturer audience, according to a June report from Comscore.
Tesla owners get discounts for self-driving miles, testing a new approach to risk
Attribution can show what happened, but not always what caused it. Incrementality testing is helping marketers distinguish true impact from activity that would have occurred anyway.
Key stat: News and media topped all verticals with a $7.93 video ad CPM in Q4 2025, the priciest audience to reach via video, according to an April report from BIScience.
Auto industry TV ad spend plummets: A 32% drop in May reflects high consumer costs and a focus on sports inventory.
Rising loan amounts and delinquencies are likely to increase the squeeze on retail spending.
Policy whiplash and a 27% sales drop force a pivot back to hybrids.
After costly missteps, a leaner $30,000 truck reframes EVs around value, not virtue.
Import-heavy brands gain breathing room, though uncertainty limits lasting upside.
Auto lending holds up despite cost pressure on consumers.