ChatGPT ads won't rescue holiday sales, brands warn as budgets stay with Google and Meta

ChatGPT has moved quickly since rolling out advertising capabilities in early 2026, drawing hundreds of brands eager to reach users who arrive with clear purchase intent through AI-driven search. The pitch is appealing: a fast-growing surface where shoppers ask questions rather than scroll feeds.

Early returns, however, have tempered that enthusiasm. Advertisers point to expensive cost-per-click rates and sales results that remain unproven, leaving the platform viewed more as a costly testing ground than a dependable channel for driving revenue.

A second hurdle is trust. AI assistants are still building their reputation as a reliable source for product recommendations, a gap that matters when marketing dollars are expected to convert directly into orders.

The calendar compounds the problem. The fourth quarter is the busiest stretch of the retail year, and brands are reluctant to risk scarce holiday budgets on channels they have not yet validated at scale, especially against established performers such as Meta and Google.

Terence Einhorn, vice president of solutions architect and head of insights at Measured, said he does not expect ads on ChatGPT or Gemini to convert shoppers for some time. "If you are looking to drive business efficiently right now, you should probably not use tools that have a completely unproven track record," he said.

Even so, some marketers see a case for moving early, betting that brands that build experience on these platforms now could gain an advantage as the advertising products mature.