Two researchers tracked nearly 1,900 online shops through ChatGPT’s ad rollout.
By Liran Hirschkorn · November 3, 2026 · Curated by George's Blog
Two researchers tracked nearly 1,900 online shops through ChatGPT’s ad rollout.
A paid ChatGPT visit generated $0.89 in revenue. A paid Google search visit generated $2.45.
Paid ChatGPT visitors converted at 0.37% vs. 1.17% for Google.
Of the 87 advertisers running both channels, 73 recorded zero sales from ChatGPT ads despite thousands of clicks.
Different story on the organic side. Shoppers who clicked through from a regular ChatGPT recommendation generated $3.27 per visit, the highest of any channel in the study.
The difference is where the ad sits. ChatGPT shows a sponsored ad below the answer. By the time a shopper scrolls past it, the decision is already made. The answer was the recommendation, and the ad is just a footnote.
Google and Amazon ads work for the opposite reason. The shopper typed “dog joint supplement” and is looking at a page of options to choose from. The ad shows up inside the decision, not after it.
For 20 years, ad platforms have sold reach and placement. The ChatGPT data is a reminder that placement only works when it meets a shopper who is actively choosing.
On Amazon, search and product page are still where the decision happens. Sponsored Products and Sponsored Brands sit inside the results the shopper is comparing. What will be interesting to see is how ads evolve as more shoppers use Alexa for shopping.
AI recommendations are earned, not bought, at least for now. ChatGPT’s best traffic was free. What we will probably see is OpenAI will likely move ads closer to the answer. When that happens, the numbers may look very different.