CarGurus Expands ‘Big Deal’ with New AI Search Tool Ads

CarGurus is taking its “Big Deal” brand campaign to new heights with the integration of artificial intelligence.

The online car-shopping platform has expanded its “Big Deal,” introducing fresh advertisements that showcase AI-powered features aimed at enhancing and personalizing the online research and comparison process for potential car buyers.

This campaign honors the significant financial and emotional choices involved in purchasing or selling a vehicle. It first launched last summer, and the new ads have just started airing on television networks and connected TV platforms. Additionally, the campaign will feature digital, influencer, audio, and offline initiatives throughout the year, according to the company.

Among the innovative tools is Dealership Mode, which utilizes location data to customize the CarGurus app for specific dealerships, helping shoppers navigate their options effectively.

With Dealership Mode, users can swiftly browse dealership inventories, access detailed car information, and compare models with AI-generated insights that outline the advantages and disadvantages of each vehicle, along with tailored recommendations.

For dealerships, this feature brings better-prepared shoppers who are ready to transact, keeping the spotlight on the dealership’s inventory.

Another exciting addition, CarGurus Discover, features AI-enhanced search capabilities, allowing users to articulate their preferences in their own words while researching and comparing options, instantly showcasing listings that align with their criteria.

Rather than deciphering how to filter their requirements through technical specifications, car shoppers can simply input their priorities—like budget, lifestyle, or essential features—and CarGurus Discover curates a list of suitable options, the company explains.

“CarGurus was created to transform the car-shopping experience by enhancing transparency through data and technology,” said Chief Marketing Officer Dafna Sarnoff. “As the leading car shopping site, we are committed to ongoing investments in innovations that empower consumers to secure the best deal confidently and enjoy the exhilarating experience of discovering a car they love.”

“These new offerings specifically tackle the challenges that our research indicates shoppers find most daunting: selecting the ideal car, locating the best available options, and negotiating a favorable deal.”