Do brokers risk becoming invisible as customers use AI?

THE rise of AI and how it affects brokers is just one of the hot topics on the agenda at the 08 October BVRLA Leasing Broker Conference.

On the day Michelle Jones, CEO of Ketchup Marketing, will explore how AI is influencing customer decision-making and what brokers need to do to stay visible in this new world of search.

Ahead of the conference session, we spoke to Chris Girling, Ketchup Marketing’s SEO expert, to get some insight on this big issue

Are brokers at risk of becoming invisible as customers increasingly use AI to research their next vehicle?

“You need to think of it this way: customers aren’t scrolling through pages of Google results anymore because they’re treating AI like a personal assistant who will do it for them. They’ll ask questions such as “Find me the best car lease for my budget.” and AI will not only find it; they’ll be able to compare, cross-reference and provide much more information. So, if AI doesn’t know who you are or what you offer, it simply won’t suggest you. You just won’t be on the list.”

What's one thing a broker could do now to improve their chances of being recommended by AI?

“Start answering real customer questions directly on your website. Remember, AI acts like a researcher. When a customer asks about hidden fees, information about salary sacrifices, or contract rules, AI looks for websites that give clear, honest answers. If your site answers those everyday questions simply via blog content, or FAQs, AI will be able to use this information and tell buyers to talk to you.”

How quickly do you think AI will change the way customers search for cars and leasing providers?

“It’s happening right now. It’s just like when everyone switched from using paper maps to satnavs. Once people try a faster, easier way to get an answer, they don’t go back. Customers are already using AI to narrow down their choices or decisions today. The brokers who get comfortable with this shift now are going to win the business tomorrow.”