UK motor dealers turn to AI for finance and vehicle pricing

Almost two-thirds of UK motor dealers are already using artificial intelligence, with customer finance and vehicle pricing emerging as the leading applications for the technology, according to new research from Close Brothers Motor Finance (CBMF).

The study found that 65% of UK dealerships currently use AI tools, while a further 32% plan to introduce them, suggesting the technology is becoming increasingly embedded in dealership operations.

Among dealers already using or planning to adopt AI, 40% are applying or expect to apply the technology to customer finance options, making this the most common use case.

Vehicle pricing and valuation follows at 37%, while 31% are using or considering AI for customer service applications such as automated chatbots.

Risk and compliance is another area attracting interest, with 28% using or planning to use AI for activities including fraud detection and finance checks.

Elsewhere, 27% cited targeted marketing and advertising, 26% lead generation and sales insights, 24% stock management and forecasting and 23% aftersales servicing.

Trust remains barrier to adoption

Despite widespread interest in the technology, the research identified trust as a significant issue among dealers that have decided against AI.

Just 4% of dealerships surveyed said they had ruled out using AI altogether. Of this group, 71% cited a lack of trust in the technology, while 57% did not believe it would deliver meaningful commercial benefits.

Other concerns included a preference for traditional manual processes, lack of familiarity with AI, doubts over its relevance to the business, concerns about the accuracy of outputs and implementation costs.

Interestingly, data privacy and cyber security were cited by only 14% of non-adopters.

John Cassidy, Managing Director at Close Brothers Motor Finance, said: “It is encouraging to see dealers up and down the country embracing AI to improve efficiency in a way that adds genuine value to the customer journey.

“As AI continues to evolve, we’re committed to helping dealers understand its potential and build the confidence to adopt it in a way that works for their business.”

Cassidy said the use of AI should ultimately remain focused on improving outcomes for customers rather than simply reducing costs or processes.

“By using these tools to refine processes and create smoother customer journeys, rather than simply as a way to cut corners, dealers can build genuine trust and strengthen lasting customer relationships,” he added.

The research was conducted by Censuswide on behalf of CBMF among 200 UK motor dealership decision-makers between June 15 and June 19, 2026.