An unprecedented study conducted by GH Brandtech shows that ChatGPT is already acting as an active acquisition channel in the Brazilian retail. Between January and May 2025, sessions coming directly from the address chatgpt.com resulted not only in visits, but in key conversion funnel actions – such as product views, adding to cart, and purchases.
In a universe of about 10 million accesses per month to sales channels of 12 companies accelerated by GH, 0.09% originated from ChatGPT. Although the percentage may seem small, it is a paradigm shift – in the last two decades, search engines and social networks accounted for virtually all referrals. The financial impact of GPT accesses is surprising: in some cases, the channel accounted for a significant portion of monthly revenue.
The analysis covered businesses from different sectors – including digital banks, fashion, tourism, and B2B software – and revealed three main trends:
- Diverse sectors impacted: both major brands and niche companies observed qualified traffic and revenue generation from ChatGPT.
- Engagement and real conversions: on average, each company identified hundreds of sessions coming from the chat, leading to dozens to hundreds of relevant events per brand. In some cases, these interactions resulted in hundreds of conversions.
- Significant revenue: even with a moderate volume of accesses, companies with higher average ticket saw ChatGPT as a highly efficient commercial channel.
The data indicates a turning point in how consumers discover and access brands online. Unlike traditional search engines, ChatGPT allows more direct journeys that can start with a simple question and end in a purchase decision – all within the same interface.
“We are seeing the beginning of a silent shift in buying behavior. AI has ceased to be just an information channel and has begun to influence – and conclude – consumer decisions,” says Joabel Luis Kasper, Growth Marketing Officer (GMO) at GH Brandtech.
For companies, the movement demands a reassessment of digital presence strategies. The study recommends that brands start adapting their catalogs for AI readability, integrate APIs capable of providing real-time updated data, and develop attribution systems for journeys initiated on conversational platforms.
“The SEO logic needs to be expanded. Brands that early on understand how to communicate with these new systems will have a competitive advantage in the next buying cycles,” Joabel concludes.
GH Brandtech is a brand consultancy and growth acceleration company that has already conducted over 1,600 projects in 15 countries, connecting strategy, branding, and technology for scale-ups and large companies.
