Software Brands Lead ChatGPT Ads; Retailers Struggle

Active advertisers on ChatGPT increased by 46% week-over-week, with 3,770 advertisers by June 8. Software brands are dominating this space. Eight of the top 10 advertisers are B2B software, productivity, or developer-focused companies. For instance, Monday.com alone accounts for over 5% of global impressions. The top five advertisers capture nearly 17% of global impressions combined. What's interesting is that no major retailer made it into the top 10. This is because ChatGPT's largest user group is professionals and developers aged 25 to 34, a demographic B2B software brands already target. Retailers also faced challenges with ChatGPT's Instant Checkout feature, which launched in September 2025 and was removed six months later. Walmart, for example, saw purchases inside ChatGPT convert at one-third the rate of click-through transactions to their own website. The bottom line is that the current advertising landscape on ChatGPT strongly favors B2B software, reflecting the platform's user base and past retail challenges.