Autotrader, Kenan Thompson Push Personalization With AI-Powered Car Shopping Ad

Autotrader is betting on humor and smart tools to make personalized car buying feel effortless.

In its latest campaign titled "Auto Intelligence Command Center," the Cox Automotive-owned platform puts actor Kenan Thompson inside a high-tech control room, conveniently located inside a shopper’s phone.

The concept uses Thompson’s comedy and familiarity with the brand to bring to life the platform’s expanding suite of AI tools that simplify the car-buying experience.

The campaign introduces “Auto Intelligence,” a product promise that Autotrader now combines AI, user data, and trusted tools to help users search, budget, and buy cars more confidently.

Notably, it's also Thompson’s third national campaign with the brand.

He first appeared in Autotrader’s “Finally, It’s Easy” campaign in 2021, demonstrating how simple it is to buy a car from home using Autotrader's tools

He later returned in 2023 for the “If You See a Car, Find It on Autotrader” campaign, again alongside the brand demonstrating ease and convenience with tools like Kelley Blue Book’s My Wallet.

Now, Thompson returns as his authentic, comedic self. 

“Today’s car buyers want technology that not only saves time but makes them feel confident every step of the way,” said Greta Crowley, VP of marketing at Cox Automotive.

"Auto Intelligence is our way of showing consumers we are here to help navigate the car buying process with ease by providing them with smart tools, relevant data and from a brand they can trust."

The campaign hopes to stand out among the sea of online car listings by positioning Autotrader as a solution, not just a search engine.

With rising consumer expectations around digital experiences, Crowley said that trust, ease, and personalization were key pillars behind this push.

It also builds on a growing trend in brand storytelling, where humor meets functionality.

Smart Tools, Simple Spot

The campaign, rolling out across 30-, 15-, and six-second spots, all featuring Thompson managing car searches and purchases inside the “command center” of a user’s phone.

Set to the tune of the SNAP! hit "The Power," the spot sees the actor orchestrating personalized results using Autotrader’s tools.

All to show how the platform is designed to be your smart personal sidekick in car buying.

Autotrader’s brand partnership with the SNL comedian also extends to placements across streaming platforms, television, social media, cinema, and out-of-home.

The campaign further integrates into everyday environments through rideshare and airline media, reaching consumers in transit as they think about mobility and major purchases.

To support the effort, Autotrader launched a dedicated campaign page highlighting how Auto Intelligence works, inviting users to test out the tools and see personalized listings.

Our Take: Can Humor Make AI Feel More Human?

While many automotive ads lean into aspirational driving imagery or technical specs, this campaign sticks to practical tools and humor.

This way, it keeps the focus on making the process feel easier for consumers who already find car shopping overwhelming.

Furthermore, the latest creative shows Autotrader resisting the usual tropes of futuristic AI.

Instead of showing sleek robots or cold algorithms, it gives us Kenan Thompson in a command center.

And having a warm, funny, and relatable face like his in the spot is a smart way to disarm skepticism and make AI feel less intimidating.

For industries like car buying, where decision fatigue is real, putting a familiar face in control makes the tech feel like it’s actually on your side.

Overall, it's all about trust, simplicity, and a process that doesn’t suck. That’s a win.

Recently, EV giant Lucid revealed Timothée Chalamet as its first-ever brand ambassador in a new campaign.