By Ben Lund, CEO, Rise Marketing Group
Over the past year, one thing has become clear: online search behavior is changing fast. Over the past 20 years Google had a strong hold on online search. With the introduction of AI tools, users are shifting their search to AI platforms like ChatGPT and Perplexity. As a result, AI-driven referral traffic is no longer a hype, it’s starting to reshape how users discover information and brands.
While Google still dominates with around 89% of search queries, that dominance is beginning to erode as consumer behavior shifts toward conversational AI tools like ChatGPT, Perplexity, and Copilot. Search Engine Land reported the initial market share decline in January, 2025.
At Rise Marketing Group, we’ve seen firsthand that among AI-referral sources, ChatGPT is driving the most referral traffic for our clients, outpacing every other AI platform. What’s even more interesting is that referral traffic from AI tools was virtually non-existent just a year ago. Further, we’re seeing predictable month-over-month gains across nearly every AI source we track — a clear sign that user adoption and reliance on these tools are accelerating fast.
And perhaps the most exciting part? ChatGPT appears to be moving toward monetizing its platform in a way that could mirror how Google Search has operated for the past two decades. If that happens, it would mark a fundamental shift in how marketers reach audiences and how brands show up in conversational search environments.
ChatGPT’s Monetization Shift: A Sign of What’s Coming
Currently, ChatGPT monetizes primarily through its monthly subscription model (ChatGPT Plus).
For years, CEO Sam Altman expressed a dislike of advertising, calling it something he wanted to avoid (Benzinga).
As cited in this article, he is quoted:
“If the question is do I think we can have a great business that pays for our compute needs without ads, that, I think the answer is yes.”
However, his tone is changing. Recently, Altman commented that “I’m not totally against it… I can point to areas where I like ads. I think ads on Instagram are kinda cool.” (Yahoo Tech)
This signals a turning point, where he is recognizing that ads are likely the best option for him to monetize ChatGPT. This is seen as OpenAI has begun hiring for roles focused on building an ad-tech platform—positions referencing campaign management, live reporting, and performance tracking (Search Engine Land).
All signs point in one direction: it’s only a matter of time before advertisers can advertise directly within ChatGPT.
And when that happens, it will reshape marketing budgets to jump in where users are searching on ChatGPT.
What Marketers Should Be Doing Today
First, for anyone who wants to stay informed about developments in advertising on ChatGPT, reach out to Rise Marketing Group. We’re actively tracking these changes, and we’ll keep you posted the moment advertising opportunities open on ChatGPT or other AI platforms.
Secondly, marketers should start mapping their AI referral traffic—to understand how much traffic is currently coming from AI tools (not just ChatGPT) and what that traffic means for their business.
We’ve already started mapping this data across our client accounts, and it’s clear this isn’t a blip — it’s a real behavioral shift. We’re seeing this category of traffic grow predictably month over month, and more importantly, we’re noticing that engagement from AI referrals is often higher than from Google Search. That’s a signal worth watching.
Lastly, it’s time to start thinking about SEO for AI—how to be more visible and referenced by AI tools just as you would for traditional search. At Rise, this is already part of our SEO practice, and it’s a critical evolution in visibility strategy.
Final Thoughts
In conclusion, this is an incredibly exciting time. One of the reasons I love digital marketing is that it’s always changing—and this next shift toward AI-driven discovery is one of the biggest evolutions we’ve seen yet.
I’ve been in this space long enough to know that when user behavior changes, ad dollars follow. This time will be no different — just faster.
Advertising on ChatGPT isn’t live yet—but it’s coming. The smartest marketers will use this time to understand their AI-driven traffic, adapt their strategies, and prepare for an entirely new kind of ad environment.
If you’d like us to keep you updated on these developments, contact Rise Marketing Group, and we’ll make sure you’re the first to know when ChatGPT and other AI platforms open for advertising. Let’s see what the next few months bring.
