Autotrader has launched its app in ChatGPT, allowing consumers to search for vehicles using conversational AI prompts.
The move enables UK car buyers to search Autotrader’s used vehicle listings through natural language requests, such as asking for a family SUV with a large boot, before being directed to retailer listings on the marketplace.
Autotrader said the launch forms part of a wider strategy to integrate its marketplace with multiple AI-driven search platforms using Model Context Protocol (MCP), an infrastructure standard that enables AI systems to connect with external platforms at scale.
The company said the technology would help maintain retailer visibility as more consumers begin using AI-powered search tools during the early stages of the car buying journey.
To complement, rather than replace traditional browsing
Rather than building a standalone AI application, Autotrader has developed what it described as “plug-and-play” infrastructure designed to connect with multiple large language model providers in future.
The marketplace operator said all AI-powered searches would continue directing buyers back to Autotrader’s core platform, where consumers can compare vehicles, review listings and contact retailers.
Autotrader said the AI search experiences are designed to complement, rather than replace, traditional marketplace browsing.
The company said the development builds on broader investment in AI across its platform, supported by more than 400 product and technology specialists.
It has already introduced AI-powered “I’m looking for” search categories on its own website, allowing buyers to search based on lifestyle requirements rather than specific makes or models.
Autotrader is also testing prompt-based AI search directly on its marketplace, enabling consumers to type full conversational requests, which automatically apply relevant marketplace filters.
“We’re not chasing the latest trend”
Chris Kelly, chief technology officer at Autotrader, said the company’s focus was on building infrastructure capable of supporting multiple AI search platforms over time.
He said: “This is about much more than a single platform. Because we have engineered this connectivity as foundational infrastructure, we are perfectly positioned to plug into other leading providers in the near future.”
Kelly said the business viewed AI integration as part of a longer-term digital commerce strategy for retailers.
He added: “Our long-term investment in AI isn’t about chasing the latest trend; it is about building the commercial infrastructure of tomorrow.
“By ensuring our marketplace can remain accessible across AI assistants, we are keeping our retailer partners at the forefront of digital commerce and ensuring their stock is visible wherever and however the modern consumer chooses to search.”