Artificial intelligence is no longer just a topic for the future – it has already become part of everyday life and digital strategy at AutoScout24. In this interview, Rouven Leuener, Director of Product & Data, explains how AI is making the platform smarter, what this means for dealers, and why ethics and transparency play a crucial role.
What role does artificial intelligence play today in AutoScout24’s digital strategy?
Rouven Leuener: Artificial intelligence is an important cornerstone of our digital strategy. Today, we mainly use it to personalise user experiences or to automate processes. One example is the AI Visibility Booster, which analyses users’ search behaviour and, based on this, generates personalised vehicle recommendations. Listings that are shown through the AI Visibility Booster achieve up to twice as many views as comparable listings without it. In addition, we use machine learning models for vehicle valuation, which improves market transparency and comparability.
How do you see the marketplace evolving over the next three to five years through the use of AI?
Predicting the development of AI is difficult. What we can expect, however, is a move towards intelligent, context-based, and automated user experiences. AI can make processes more efficient or create new value propositions. A concrete example is the use of advanced chatbots, which not only support vehicle selection but also competently and fluently answer questions around mobility and financing. AI also offers great potential in the sales process – for instance, by automatically suggesting suitable vehicle features during listing creation, or by providing smart price recommendations that take regional differences and demand into account. Another important area of application is security, where we expect progress in the early and precise detection of fraud attempts.
Do you develop your AI solutions in-house?
We follow a hybrid approach: on the one hand, we have in-house expertise in the form of data scientists and machine learning specialists. On the other, we work with external partners such as Google and Amazon, and rely on specialised services for specific use cases. This way, we continuously build internal expertise while at the same time benefiting from scalable, proven solutions.
In which areas is AI already being used at AutoScout24?
AI is present both in the direct user experience and in the background. On the user side, we employ personalised recommendations to highlight relevant vehicles. Behind the scenes, our developers use AI-powered tools to write efficient, consistent, and secure code. Overall, AI is integrated into many areas of the platform.
How does AutoScout24’s AI adapt to the specifics of the Swiss market?
Our models are tailored to the Swiss market. For example, they are trained with Swiss market data to deliver realistic price indicators and relevant recommendations for buyers and sellers.
Do you use AI to predict future demand for certain vehicle models or types?
We do not yet, but this is a planned development – using the past to forecast the future. Models will incorporate historical data, interactions, seasonal effects, and supply dynamics to generate reliable forecasts. For example, we could better support our dealers and customers in identifying the optimal time and price for selling. It would also be possible to detect trends early on, such as rising demand for compact plug-in hybrids in urban areas, seasonal peaks in winter for four-wheel-drive vehicles, or declining interest in certain drive types. Such insights could help both dealers and end users to align their vehicle offerings and listing strategies more effectively.
How does AI improve the experience for professional users?
The dealer cockpit at AutoScout24 integrates key functions around data and AI. Dealers can monitor visibility, reach, and contact requests. Data-driven recommendations allow listings to be optimised. Machine learning models estimate market prices, compare vehicles with similar offers, and identify ideal price points.
What measures do you take internally to ensure the ethical use of data?
At SMG, a group-wide policy governs the ethically responsible use of artificial intelligence. It supports well-founded decisions in the design, development, introduction, and use of AI technologies, helping to minimise potential risks. The policy is based on various principles, ensuring that AI is used ethically and transparently, and always in compliance with legal requirements, our corporate values, and social standards. Wherever possible, the use of AI is disclosed to users. Biases in training data are actively identified and avoided wherever possible. Personal data is protected and processed lawfully in line with the privacy by design principle. Our AI solutions are designed to be as inclusive as possible and to actively prevent discrimination.
This interview is an excerpt from the AutoScout24 customer magazine Pit Stop, which regularly offers stories, tips, and insights into the world of mobility.
