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Overview
Car buyers research online before they visit a dealership. They compare variants, check specifications, and try to figure out which model fits their budget and needs. Most of this happens outside business hours, on a website that can only show static pages and collect form submissions.
A global automotive OEM selling SUVs in India embedded SquadStack.ai's In-App Voice AI Assistant directly on its website and online configurator via web SDK.
Instead of simply browsing or filling out a form, buyers can talk to the website. The assistant answers questions about models, helps buyers compare variants, interacts with the vehicle configurator, captures buyer details, and books test drives at the nearest dealership.
With Voice AI embedded on its website, the OEM captured 3.2X more buyer details and booked 3.9X more test drives over a six-month period compared with its previous website-led journey.
The Challenge
After-hours interest, no one to respond
The OEM's website traffic peaks in the evenings and on weekends. A buyer comparing the base variant against the top trim at 11 PM on a Saturday had no one to talk to. The website collected a form submission, and a dealership executive would call back the next business day, sometimes two days later.
By then the buyer had already visited a competitor's showroom or moved on.
Buyers overwhelmed by choice, with no guidance
The OEM's SUV lineup spans multiple models, each with several variants, color options, and accessory packages. A buyer landed on the website, saw a grid of options, and had to figure out the differences on their own.
Which variant has the sunroof? What's the price gap between the mid and top trim? Is the diesel worth it for my commute?
These are showroom questions, but the buyer was still on a website with no one to ask.
The result: high drop-off before the buyer ever reached a dealership. The leads that did come through arrived cold, with the dealership team spending the first few minutes re-explaining what the website had already failed to communicate.
The Solution
To solve this, SquadStack.ai embedded its In-App Voice AI Assistant across the OEM's website and online configurator via web SDK.
The In-App Voice AI Assistant brings the showroom experience directly to the website
Most Voice AI experiences begin with a phone call. SquadStack.ai’s In-App Voice AI Assistant brings that same conversational experience to the point where the buyer is already showing intent: the website.
For this OEM, the assistant is embedded directly across the website and vehicle configurator. Buyers can ask questions about models, compare variants, explore the vehicle visually, share their details, and book a test drive, all without leaving the page.
The buyer doesn't need to learn a new interface. They simply ask.
- Buyer asks a question: The buyer asks about a model, variant, feature, price, or anything else they want to know.
- Voice AI provides an answer: The assistant responds conversationally and guides the buyer through the relevant information.
- The configurator responds visually: The buyer can use voice to interact with the configurator, from exploring the interior to opening the sunroof or switching exterior colours.
- The assistant captures intent and drives the next action: Once the buyer is interested, the assistant captures their details and helps them book a test drive at the nearest dealership.
From product discovery to test-drive booking, the buyer never has to leave the website.
"Voice is how people naturally figure things out, and we wanted that for our car buying experience. SquadStack.ai helped us build a configurator and in-website agent where buyers can talk their way through variants, ask questions, and book a test drive from home. So, by the time they walk into a dealership, they already know which car they want."
- CMO, Global Automotive OEM
The Impact
The Voice AI assistant captured 3.2X more buyer details through the website
The OEM's website captured 3.2X more buyer details over six months after embedding SquadStack.ai's Voice AI assistant.
The assistant captures the buyer's location, model preference and contact details while answering their questions in real time, turning more website interactions into qualified buyer leads.
The Voice AI assistant drove 3.9X more test-drive bookings through the website
Test-drive bookings increased 3.9X over the six-month period after Voice AI was embedded into the OEM's website and configurator.
The assistant takes the buyer from product discovery and comparison through qualification and test-drive booking, allowing them to complete the journey without leaving the website.
The Voice AI assistant also improved the conversion of captured leads into test drives
The increase wasn't only driven by a larger pool of captured buyers. A higher share of captured buyer details also progressed to a test drive.
The OEM's lead-to-test-drive conversion rate increased from 2.06% to 2.5%, representing approximately a 1.2X improvement in conversion.
The Voice AI assistant handled 3,780 hours of buyer conversations without a human agent team
The Voice AI assistant logged roughly 3,780 hours of conversation.
The assistant handles the full first-contact layer: answering product questions, running comparisons, qualifying interest and booking test drives. Human involvement starts at the dealership, with a lead who already knows what they want.
The buyers reaching dealerships were warmer and more informed
The buyers who book a test drive through the Voice AI assistant have already had their questions answered. They've compared variants, checked pricing and, in many cases, walked through the configurator by voice.
When they show up at the dealership, the sales executive isn't starting from scratch. The lead arrives pre-informed, pre-qualified and ready to see the car they've already chosen on screen.
What’s Next: Taking the digital showroom from discovery to decision
The OEM is already using Voice AI to answer questions, guide buyers through the configurator, capture intent and book test drives.
The next opportunity is to connect the conversational experience with more of the actions that happen while the buyer is still on the website.
- Real-time inventory & availability: Check availability of models, variants and colors across dealerships while the buyer is speaking.
- Financing & affordability conversations: Help buyers understand pricing, EMI options, down payment and financing based on their profile and budget.
- Personalised quotes & offers: Generate personalised quotes, offers and applicable schemes based on the buyer's profile, preferences and location.
- A personalised website experience in real time: Use what the buyer says to dynamically adapt what the website surfaces, from relevant models and variants to features, colors, offers and next-best actions.
What else can companies do with an In-App Voice AI Assistant?
What the OEM is doing with vehicle discovery and test-drive bookings is one application of a broader capability.
An In-App Voice AI Assistant can sit directly on high-intent pages across a company's website or app, understand what the user is trying to do, answer questions in real time and help them take the next action.