Who actually uses ChatGPT, and does that fit your funnel?

ChatGPT has firmly established itself as a full-fledged search engine in 2026. Millions of users ask the OpenAI chatbot daily questions about products, services and problems, and since the launch of ChatGPT Search, advertising opportunities have opened up for businesses. But before you allocate budget to this emerging channel, there is one question you need to answer honestly: does the ChatGPT user actually fit your funnel? Advertising to the wrong audience at the wrong moment, however innovative the channel, is simply a waste of budget. In this article, we dive deep into the demographics, search behavior and funnel fit of ChatGPT users, and show how AdBrains uses our own AI technology to steer your campaigns on this new terrain smartly from day one.

The ChatGPT user in 2026: who are they?

ChatGPT users in 2026: who are they?

Distribution by demographics and intent

34%

• Professionals & knowledge workers34%
• Students & researchers27%
• Entrepreneurs & marketers21%
• Consumers (lifestyle/shopping)18%

Not every internet user is a ChatGPT user. While Google Search still reaches virtually all age groups, the ChatGPT audience has a clearly recognizable profile. Research from 2026 consistently shows that ChatGPT users are overrepresented in the 25 to 44 age bracket. This is exactly the generation that is digitally savvy, comfortable with technology, but also in the thick of life: career, purchasing power, housing and family all factor into their buying decisions.

Beyond age, education level is a striking factor. ChatGPT users are on average more highly educated than the average Google searcher. They are used to evaluating information, comparing sources and asking questions at a deeper level. This translates directly into their search behavior: where a Google user types "buy aircon Utrecht," a ChatGPT user asks: "What is the difference between a monosplit and a multisplit air conditioner, and which is better for a terraced house of 120 square meters?" That is a fundamentally different search moment, with different intent and different expectations of the advertiser that shows up.

Professional background also plays a major role. A large portion of active ChatGPT users work as professionals, entrepreneurs, marketers, researchers or in the knowledge economy. These are people who take tools seriously, are willing to pay for quality, and whose decisions often represent higher value. At the same time, the group of consumers using ChatGPT for lifestyle orientation and product advice is growing. This is absolutely not a B2B-only channel.

How do ChatGPT users search differently from Google users?

The difference in search behavior between ChatGPT and Google is not subtle. Google excels at handling transactional queries: people who know what they want, are looking for the best price or provider, and are ready to buy or fill in a form. ChatGPT much more often attracts people who are still in the orientation phase. They want to understand, compare and weigh options before making a decision.

This has direct implications for how your ad or brand needs to show up. On Google, relevant keywords and a sharp value proposition are enough to drive conversions. On ChatGPT, the user expects content: a clear answer to their question, concrete comparisons and trustworthy recommendations. That requires a different approach to your landing page, your ad copy and the value you communicate.

• Conversational queries: ChatGPT users phrase questions as full sentences or scenario descriptions, not isolated keywords.
• Problem-oriented searching: They start from a problem or need, not from a product name or brand.
• Deeper orientation: They seek explanations, comparisons and advice, not just product pages.
• Higher threshold to click: They are less likely to click on the first result, but are better informed when they do.
• Higher loyalty when matched: If your brand or offer fits their need, the likelihood of repeat purchase or a lasting relationship is higher.

Does ChatGPT fit your funnel? An honest overview

Google Search vs. ChatGPT: which funnel fits where?

Comparison of search behavior and conversion intent

Google Search

• High transaction intent (buy/book)
• Strong in bottom-of-funnel conversions
• Broad reach across all demographics
• Exact match on product keywords
• Fast decision-maker: compare and buy
• Ideal for e-commerce and direct leads

ChatGPT (Search)Emerging channel

• High orientation and advice intent
• Strong in mid- and top-of-funnel moments
• Overrepresented: age 25-44, higher educated
• Conversational queries at problem level
• Deliberate decision-maker: compare and understand
• Ideal for considered purchases and lead gen

The core question is: is your ideal customer in the orientation phase or the purchase phase when they generate the most value for your business? For some businesses the answer is simple: their product or service requires a considered purchase, where someone thinks carefully, compares and asks questions. For others, Google Search is simply where conversion happens, and ChatGPT is an interesting addition but not a primary channel.

Let us make this concrete. Clima-Active.nl installs air conditioning systems and heat pumps. Their ideal customer asks questions first: "Is a heat pump suitable for a house without a cavity wall?", "What does an aircon installation cost on average?", "Which brand is most reliable?" These are exactly the questions asked on ChatGPT. A potential customer who orients via ChatGPT and encounters Clima-Active as a trustworthy party is subsequently far more inclined to request a quote than someone who arrives purely via a generic Google ad.

For E-4motion.com, the webshop for new electric folding bikes, the fit is excellent. Buying an electric folding bike is a decision with a higher purchase value and longer consideration. Buyers wonder: "What is the difference between a 20-inch and 16-inch electric folding bike?", "How far can I travel on a single charge?", "Is an electric folding bike suitable for the train?" Those questions land on ChatGPT. A strong presence on this channel during the orientation phase can make the difference between the customer ending up at E-4motion or somewhere else.

Which business types benefit most from ChatGPT advertising?

The common thread is clear: the higher the purchase value, the longer the decision time and the more expertise required, the better ChatGPT fits as an advertising channel. Businesses selling impulse purchases or where price is the only decision factor currently derive more return from Google Search or Meta Ads.

How AdBrains AI automates your ChatGPT funnel strategy

At AdBrains, we have developed our own AI technology specifically for the challenges that advertising on AI-driven channels like ChatGPT Search brings. The pitfall for many advertisers is simply copying their existing Google Ads structure to a new channel. That does not work. ChatGPT requires a different keyword strategy, different ad copy, different bidding strategies and a different tracking setup.

Our AI technology starts with the Keyword Incubator: new keywords relevant to the conversational search queries on ChatGPT are first safely tested in a separate incubator campaign. They only graduate to the production campaign when they demonstrably perform on both click volume and conversion value. This prevents a new channel from immediately undermining your budget efficiency.

Our automated search term mining runs a fresh analysis every day on all search terms coming in via ChatGPT. The intent of ChatGPT queries differs substantially from Google search terms, and irrelevant or poor-converting terms are automatically added as negative keywords. This keeps campaigns sharp and prevents budget waste on orientational queries that never convert.

For ad copy, our RSA improvement system works actively: every Responsive Search Ad is analyzed for Ad Strength scores. Ads with POOR status are automatically rewritten with headlines and descriptions that better match the problem-oriented search intent of the ChatGPT user. An ad copy that works for a transactional Google searcher communicates very differently from one that resonates with someone still in the orientation phase.

Our server-side signal enrichment system via our own sGTM infrastructure ensures that conversion signals are enriched with first-party data. Advertisers using server-side tracking see on average 23% more conversions tracked, which directly impacts the quality of Smart Bidding signals. On a relatively new channel like ChatGPT, data quality is doubly important: the better the signals, the faster the model learns and the sooner your campaigns become profitable. Our multi-agent verification system monitors every optimization decision, with four independent AI agents checking each adjustment before it is executed.

ChatGPT as an ad channel: opportunities in numbers

Benchmarks for advertisers tapping into AI search engines

67%

of ChatGPT search queries have an orientation or comparison intent

3x

higher average order values for considered purchases via AI channels

41%

of ChatGPT users are between 25 and 44 years old

23%

more conversions tracked for advertisers using server-side tracking

Practical checklist: is ChatGPT advertising right for you?

Before deciding to allocate budget to ChatGPT Search ads, it is wise to honestly assess the fit between your offering and the user profile of this channel.

• High purchase value: Is your product or service a considered purchase with an average order value above €100, or a service where the customer compares multiple providers?
• Information-rich decision: Does your customer need explanations, comparisons or advice before making a decision?
• Target audience aged 25-44: Does your primary audience align with the demographic core of ChatGPT users?
• Landing page ready for orientation traffic: Is your website set up for visitors who have questions, not just visitors who are ready to buy?
• Conversion tracking in place: Can you reliably measure ChatGPT's contribution to conversions, even in a multi-touch funnel?
• Patience for a learning curve: Are you willing to test a new channel for 6 to 12 weeks before drawing definitive conclusions?

If you answer four or more of these questions positively, there is a strong chance that ChatGPT advertising is a valuable addition to your existing mix of Google Ads and Meta Ads. If you answer fewer than four positively, we recommend first optimizing the foundation of Google Search and Performance Max before venturing into new territory.

The future: ChatGPT as part of a layered advertising strategy

It is tempting to see ChatGPT as a replacement for Google Search. It is not, and it will not be in the short term. The two channels actually complement each other. Google is unbeatable at capturing purchase-ready visitors who know exactly what they want. ChatGPT excels at guiding visitors who are still exploring, and who you as a brand can influence during that crucial orientation phase.

The smartest advertisers of 2026 use a layered approach: ChatGPT Search to reach new audiences in the top- and mid-funnel, followed by remarketing via Google and Meta to bring those visitors back to conversion. AdBrains builds these layered structures for our clients, driven by AI that automatically manages both campaign expansion and audience management.

Frequently asked questions about ChatGPT advertising and your funnel

Is ChatGPT advertising already available for businesses?

In 2026, ChatGPT Search with advertising capabilities is available in a growing number of markets. The exact availability of campaign types and targeting options can vary by region, but advertisers can already make their brand visible via OpenAI's Search Ads capabilities. AdBrains closely follows these developments and integrates new options as soon as they become available for our clients.

What is the difference between advertising on ChatGPT and via Google AI Overviews?

Both are AI-driven search results, but they differ fundamentally in context. Google AI Overviews appear at the top of a traditional Google search results page, alongside or above existing ads and organic results. ChatGPT Search is a fully conversational environment without a traditional SERP structure. User intent on ChatGPT is more orientational and in-depth, while Google AI Overviews still attract many transactional searchers. For a balanced ad strategy, presence on both channels is valuable.

How do you measure the success of ChatGPT campaigns in your funnel?

That is one of the biggest challenges. Because ChatGPT users are often in the orientation phase, direct conversion on the first visit will be lower than on Google Search. It is therefore essential to measure the full customer journey via multi-touch attribution. Server-side tracking via a dedicated sGTM infrastructure is crucial here: it captures conversions that are completed on other channels after the first touchpoint occurred via ChatGPT. AdBrains implements Enhanced Conversions and server-side tracking as standard for every client.

Do I need to change my Google Ads strategy if I also advertise on ChatGPT?

Not necessarily change, but extend. Your Google Ads campaigns remain primarily focused on transactional and bottom-of-funnel moments. For ChatGPT, you add a layer of content and messaging that matches the orientation phase. Think of ads that answer questions, landing pages that offer comparisons, and a conversion flow suited to a visitor who is not yet ready to buy or fill in a form immediately. Your Smart Bidding strategy on Google also improves when you incorporate signals from ChatGPT visitors into your audience building for remarketing.