Audi AI Sales Assistant

Turning vehicle discovery into a personalised digital conversation.

How I designed an AI-powered feature for the Audi app to guide vehicle discovery, answer common pre-sales questions, and reduce unnecessary reliance on the call centre.

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The problem

High call-centre volumes exposed a gap in the digital journey.

Audi customers could browse the model range in the app, but the experience could not interpret their needs or guide them towards the right vehicle. Questions about model suitability, product features, dealerships and test drives often became calls to the call centre, increasing operational demand and interrupting the digital journey.

The challenge was to create a self-service experience that felt as helpful as speaking to a sales advisor while remaining premium, trustworthy and unmistakably Audi.

The Approach

Designing the conversation before the interface.

As Lead UI Designer, I mapped the end-to-end conversation from the customer’s first enquiry to vehicle recommendation, product education, dealership discovery and test-drive handoff.

Audi’s tone-of-voice principles informed the assistant’s personality, while generative AI helped me rapidly explore scripts, questions and response patterns. I then refined the generated content manually, making each interaction more contextual, inclusive and purposeful.

The final conversation logic was translated into an integrated Audi app experience that connected customer needs with relevant vehicle content and a clear next step.

The impact

From repeated questions to guided self-service.

The final feature gave customers a clear route from an open-ended need to a relevant Audi recommendation and meaningful next step. It combined conversational guidance, product imagery, location services, dealership selection and test-drive support within one connected in-app journey.

By helping customers address common pre-sales questions digitally, the experience created a credible alternative to immediately contacting the call centre. The solution was positively received by Audi stakeholders and established a strong direction for conversational assistance within the app.

Key Wins:

Guided self-service: Helped customers explore suitable vehicles and common product questions without leaving the Audi app.
Connected journey: Linked vehicle recommendations, product education, nearby dealerships and test-drive handoff in one experience.
Stakeholder validation: Delivered a brand-aligned solution that was positively received by Audi stakeholders.