Pacvue 's research has found that 53% of consumers now use AI tools to research
By Melissaburdick · October 23, 2026 · Curated by George's Blog
Pacvue's research has found that 53% of consumers now use AI tools to research products before buying, and OpenAI's own data shows that roughly 1 in 5 ChatGPT conversations carry real commerce intent.
That ongoing shift is exactly why our quarterly Commerce Media Benchmark Report includes something new this time around: a first look inside ChatGPT Ads.
Earlier this year, Pacvue became an inaugural tech partner for Ads in ChatGPT, working alongside our agency partner, Kepler, to help brands show up in this new channel early.
One of the first brands testing it is Rhone, and the early numbers they've seen are striking. 92% of visitors are new-to-brand, AOV ranks among their highest-performing channels, and organic AI search sessions are up 83% since June. As Marissa Tario, Rhone's Head of Paid Media, put it: "the opportunity isn't about replacing search, but rather expanding how and where we connect with customers during moments of genuine purchase consideration."
That instinct to expand reach to shoppers during purchase consideration showed up elsewhere last quarter, too. On Amazon, Sponsored Brands CVR neared 25% as advertisers put more weight behind brand-building formats, and Amazon DSP continued fueling new-to-brand growth. On Instacart, Display ads reaching shoppers while they're still browsing delivered double-digit ROAS, up 50% YoY.
These are all more signs that the moments where brands need to show up keep multiplying. You can explore this data yourself (plus insights on Walmart and Target, too) by reading the full report. Link in the comments.