As we enter 2025, the world of search technology is poised for a seismic shift, particularly in how we search for vehicles. The advent of Large Language Models (LLMs) is set to redefine our relationship with motoring information. These models promise a richer, more intuitive, and context-aware search experience, transforming the way we find and purchase cars. And with Google market share dropping and this is almost entirely down to LLMs, what are we as marketing professional going to do about it? How do LLMs read content, what is their algorithm all about.
In this article I don’t profess to come up with a definitive answer but provoke some thinking so you better understand what is about to become the new normal.
Understanding Context Beyond Keywords
Imagine Tom, a car enthusiast in Manchester, eager to join the electric vehicle (EV) revolution. Previously, Tom found it overwhelming to sift through countless articles and reviews to understand the best options for his needs. However, with LLM search, his experience changed dramatically.
Tom began his search with a simple query: "What are the best electric cars for city driving?" The LLM not only provided a list of top-rated models but also considered Tom's budget, typical driving range, and personal preferences for features like in-car technology and eco-friendliness. As Tom interacted with the LLM, it refined its suggestions, even alerting him to local dealerships offering test drives and promotions on EVs. The LLM's ability to understand and predict Tom's needs meant he could make an informed decision without the usual hassle, ultimately driving off in a brand-new electric car perfectly suited to his lifestyle.
Conversational Search: A Dialogue, Not a Query
Consider Sophie, a busy mother of three from Birmingham, in search of a new family SUV. Her requirements were specific: ample boot space, top safety features, and a budget-friendly price. Previously, Sophie would spend hours online, piecing together information from various sources.
With LLM search, Sophie simply asked, "Which family SUVs are best for safety and space?" The LLM quickly compiled a tailored list of vehicles, highlighting those with high safety ratings and spacious interiors. It even provided comparisons of fuel efficiency and maintenance costs, crucial for Sophie's budgeting. As Sophie continued her search, the LLM offered insights into user reviews and even suggested nearby dealerships with ongoing sales. Thanks to the LLM's comprehensive and personalised approach, Sophie found the perfect SUV that met all her family's needs, saving her time and ensuring peace of mind on the road.
Personalisation at Its Best
The power of LLMs lies in their ability to learn and adapt, offering search experiences tailored to individual preferences. Imagine a world where your search engine knows your favourite car brands, preferred features, and even your driving habits, delivering results that feel curated just for you.
Conclusion
The promise of LLM search is not just about finding information—it's about enhancing our understanding and making connections in the motoring world. This transformation is more than technological; it's a shift towards a more intuitive and human-centred approach to interacting with the digital landscape of vehicle searches. As LLMs continue to evolve, they hold the potential to not only change how we search for cars but also how we think, learn, and engage with the motoring industry.
Please fill in your details below and let us know when you would like a demonstration of Online Car Events.
Got a question, a brief or a challenge you want to set, feel free to tell us.