A Texas dealer group is employing artificial intelligence to make it easier for Spanish-speaking car shoppers to find and buy its inventory.

Cavender Auto Group, which operates eight rooftops in the San Antonio and Dallas areas, announced a partnership with Carfluent, a provider of AI-driven software that publishes additional search, inventory and vehicle detail pages with Spanish translations for dealerships.

In a news release, the companies said the partnership caters to growing demand from the community to enable Spanish speakers to have the same choices as English speakers.

“Cavender is committed to providing transparency to all our customers, regardless of their language,” Cavender Auto Group vice president of marketing and strategy Colby Joyner said. “By partnering with Carfluent, we can expand our reach and provide our services to the Spanish-speaking community, giving them the confidence to shop without any confusion or doubt.”

According to the U.S. Census Bureau, nearly 66% of San Antonio’s population of 1.4 million are Hispanic, including many native and/or fluent Spanish speakers, and Spanish speakers are the fastest-growing segment in the nation, numbering more than 60 million — 20% of the total population — as of 2019.

Carfluent said in the release car shopping is often difficult for Spanish-speaking consumers, who must “rely on outdated or bad translations” of vehicle listings, and “have had to manually go through each vehicle listing on the website and translate it into Spanish” or “rely on inaccurate third-party apps like Google Translate” which can create “erroneous information” about inventory.

Through the partnership, Cavender Auto Group said, it will use Carfluent’s advanced technology to create “a seamless vehicle search and listing experience for Spanish speakers,” giving customers access to detailed information on the dealerships’ vehicles and the ability to connect with the sales team.

“Carfluent is on a mission to make the car-buying process more inclusive while helping dealers reach a greater audience,” Carfluent CEO Chance Mayfield said.

The companies said the Cavender-Carfluent collaboration illustrates “the importance of inclusivity in the automotive industry,” giving Spanish speakers access to a wider range of vehicles and make confident purchasing decisions.”