Earlier this year, OpenAI announced ads in ChatGPT. Kepler joined Pacvue as an inaugural agency partner to help brands explore the channel, bringing early campaign learnings into a fast-moving commerce media landscape.

Pacvue’s Q3 2026 Commerce Media Benchmark Report offers a first look at how shoppers are using AI and what brands are learning from ChatGPT Ads.

The report found that 53% of surveyed U.S. consumers use AI tools to research products, and 28% do so every day. Common uses include asking about product features and finding or comparing products. More than half of respondents said they’re open to letting AI make a purchase on their behalf.

Early ChatGPT Ads results offer another signal. In Rhone’s testing, 92% of visitors from ChatGPT Ads were new to the brand, and average order values ranked among its highest-performing channels. Marissa Tario, Head of Paid Media at Rhone, describes the opportunity:

“AI search represents a meaningful shift in how consumers discover and evaluate brands. What’s been especially encouraging in our early testing is the quality of the traffic we’re seeing. With 92% of visitors from ChatGPT Ads new to Rhone and average order values among our highest-performing channels, we’re reaching high-value customers…”

For brands considering the channel, Kepler’s Grace Mante, AVP and Head of Search+ Center of Excellence, recommends a measured approach:

“Advertisers should consider ChatGPT an expanding platform with the potential to drive mid-funnel performance this holiday season… Brands can also leverage testing and innovation budgets to reach consumers as they compare products and make buying decisions during shopping tentpoles.”

The report’s early best practices are practical: group contextual hints by theme, write copy that answers shoppers’ questions, and start with small, deliberate test budgets. Together, these give marketers a focused way to learn how AI-assisted discovery can support product consideration.

Read the full Q3 2026 Commerce Media Benchmark Report on EMARKETER for more on ChatGPT Ads and benchmarks across Amazon, Walmart, Instacart, and Target.

DOWNLOAD HERE: https://cloud.emarketer.com/20261014-Pacvue-ContentSyndication_RegPageDynamicProgPro?utm_source=pacvue