carsales launches AI Voice Search

Timed to run across a six-week window spanning EOFY and major football and rugby broadcasts, the campaign reflects a broader shift in how Australians are researching and buying cars – and aims to meet buyers where they are right now.

According to carsales’ latest data, buyers are approaching the market more cautiously. Consumer confidence has dropped to its lowest level in more than a decade, while price remains the top priority for 71 per cent of buyers.

Most are keeping budgets tight, with 59 per cent looking to spend under $30,000, while fuel economy is becoming increasingly important.

At the same time, the way people search is evolving. More than a third of buyers now use AI to assist their vehicle search, particularly among younger audiences, highlighting a clear shift towards more intuitive, tech-led discovery.

That shift is exactly what carsales’ AI Voice Search is designed to address.

Launched earlier this year, the feature allows users to describe what they want in plain language – for example, “a small city car with low kilometres” or “a family-friendly SUV for weekend trips” – and receive tailored results in seconds.

By removing the need to navigate detailed filters or understand automotive terminology, the tool is designed to simplify what can often be an overwhelming process, particularly for first-time buyers or those unfamiliar with car jargon.

Powered by proprietary data and real-time inventory matching, the capability translates conversational input into relevant listings, helping connect buyers with vehicles that better match their needs.

It also forms part of a broader push across carsales’ platform to streamline the buying journey, sitting alongside other AI-powered tools such as its search and summarisation features.

The new campaign brings this functionality to life through the creative platform “Hey carsales…”, built around relatable, everyday scenarios.

Across a series of executions, users speak directly to the app to find what they’re looking for – from practical requests like “a car with a really big boot” to more specific preferences such as “zippy red hatchbacks under $30k.”

The aim is to demonstrate how easily the feature fits into real-world moments, while showcasing the breadth of vehicles available on the platform, from budget options to EVs and new models.

The campaign also integrates carsales’ payment solution, highlighting a faster and safer way for buyers and sellers to complete transactions.

Running nationally, the campaign spans digital, social, out-of-home and connected TV, with placements aligned to high-profile sporting broadcasts.

Out-of-home advertising will be tailored to specific cities, while influencer partnerships are set to deliver platform-native content across TikTok and Instagram.

For carsales, the campaign is less about introducing new behaviour and more about responding to it.

As buyers become more deliberate and value-focused, tools like AI Voice Search aim to reduce friction in the early stages of the journey – helping people a shortlist of suitable vehicles more quickly.

By combining voice search with a deep pool of listings, the platform is positioning itself around a simple idea: making it easier for Australians to find a car that fits, regardless of where they start.

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