An unprecedented study conducted by GH Brandtech shows that ChatGPT already acts as an active acquisition channel in Brazilian retail. Between January and May 2025, sessions originating directly from the address chatgpt.com were identified, resulting not only in visits but also key conversion funnel actions – such as product views, cart additions, and purchases.
In a universe of about 10 million monthly visits to sales channels from 12 companies accelerated by GH, 0.09% originated from ChatGPT. Although the percentage seems small, it represents a paradigm shift – over the past two decades, search engines and social networks accounted for virtually all referrals. The financial impact of GPT-based traffic is surprising: in some cases, the channel contributed a relevant share of monthly revenue.
The analysis covered businesses across different sectors – including digital banks, fashion, tourism, and B2B software – and revealed three key trends:
- Diversity of impacted sectors: 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, resulting in dozens to hundreds of relevant events per brand. For some, these interactions led to hundreds of conversions.
- Significant revenue: even with moderate traffic volume, companies with higher average order value saw ChatGPT as a highly efficient commercial channel.
The data indicates an inflection point in how consumers discover and access brands online. Unlike traditional search engines, ChatGPT enables more direct journeys that can start with a simple question and end with a purchase decision – all within the same interface.
„We are witnessing the beginning of a quiet shift in purchasing behavior. AI has moved beyond being just an information channel to actively influencing – and concluding – consumer decisions,“ says Joabel Luis Kasper, Growth Marketing Officer (GMO) at GH Brandtech.
For companies, this shift requires reevaluating digital presence strategies. The study recommends brands begin adapting their catalogs for AI readability, integrate APIs capable of providing real-time updated data, and develop attribution systems for journeys started on conversational platforms.
„SEO logic needs to expand. Brands that early understand how to communicate with these new systems will gain competitive advantage in upcoming purchasing cycles,“ adds Joabel.
GH Brandtech is a brand consultancy and growth accelerator that has conducted over 1,600 projects across 15 countries, connecting strategy, branding, and technology for scale-ups and large enterprises.
