Carsales has launched a six-week national brand campaign with its artificial intelligence (AI) Voice Search feature as the centrepiece, timed to run across major football and rugby broadcasts as well as the end-of-financial-year (EOFY) period.
The campaign arrives at a moment of notable pressure on Australian car buyers. According to carsales’ research, consumer confidence is at its lowest point in more than 10 years, with price the primary purchase factor for 71% of buyers and 59% intending to spend under $30,000. Fuel economy has also climbed to the third most important consideration for buyers, rising from 39% to 50%, while electric vehicles (EVs) now account for almost one in two new cars sold nationally.
“Hey carsales…”
The campaign’s creative platform, titled “Hey carsales…”, brings AI Voice Search to life through a series of everyday scenarios designed to reflect how Australians actually search for cars. Characters use the carsales app to make specific, conversational requests — from “find me a car with a really big boot” to “zippy red hatchbacks under 30k.”
The creative spans the full breadth of carsales’ inventory, from budget-friendly options and EVs through to brand-new models. The campaign will also draw attention to carsales’ payment solution, which the company says offers a safer and quicker way for buyers and sellers to complete transactions.
AI Voice Search
AI Voice Search was launched earlier this year and allows users to describe what they are looking for in their own words, with results delivered in seconds. The feature is powered by carsales’ proprietary data and real-time inventory matching — a capability the company says no other automotive marketplace in Australia currently offers.
The adoption of AI tools in the car-buying process is growing. According to carsales, over a third of buyers now use AI to assist their vehicle search, with Millennials (41%) and Gen Z (38%) leading uptake.
Rafael Constantinou, Executive General Manager of Marketing, Content and Customer at carsales, said the campaign reflects a broader shift in how Australians approach the purchase process.
“The way people search for cars is changing, and we want carsales to continue showing up in the moments and on the platforms that matter most to them,” Constantinou said. “That’s why AI Voice Search is central to this campaign — it genuinely makes finding the right car easier, whether you know exactly what you want or you’re just starting out. Buyers are being more thoughtful and deliberate with their decisions, and that’s exactly when they need to feel confident they’ll find the right fit.”
Campaign reach
The campaign spans digital, social, out-of-home (OOH) and connected TV, with contextual placements during live sporting broadcasts. Select OOH placements will be geographically tailored to reflect local cities across Australia, and influencer collaborations are set to deliver platform-native content across TikTok and Instagram.
The six-week window is now live, with creative continuing to roll out across channels.
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