Rémi Kerhoas, performance director at European search agency Eskimoz, argues in Search Engine Land that ChatGPT Ads may be worth your budget even if ChatGPT isn’t worth betting on long term. Those positions aren’t contradictory, he says — treating them as one is the mistake.
Statcounter’s 2008–2026 browser data shows Internet Explorer collapsing, Firefox settling into a loyal niche and Chrome climbing steadily. Sensor Tower’s monthly active user data for AI assistants shows a similar pattern: ChatGPT surged, then flattened from September 2025; Gemini rose on a steady diagonal; Claude has traction but remains small. Kerhoas casts ChatGPT as Internet Explorer, Claude as Firefox and Gemini as Chrome — not because it’s the better product, but because of distribution.
Chrome grew on Google’s distribution network and Android. Gemini sits inside Google Search, Android, Workspace and YouTube. ChatGPT must earn every user through downloads and habits, and by the author’s figures only 5% of its audience doesn’t overlap with Google’s. His benchmark: TikTok reaches roughly 2 billion monthly users, twice ChatGPT, so the share of budget you give TikTok is an honest guide to ChatGPT Ads’ strategic weight today.
Sam Altman called advertising a “last resort” business model at Harvard in October 2024, then launched ads 14 months later. Recent leadership changes brought in enterprise B2B executives rather than ad-sales veterans. According to Bloomberg, OpenAI expects $280 billion in 2030 revenue, with $100 billion from ChatGPT Ads and the rest from enterprise products. In Kerhoas’s reading, ads are the bridge; enterprise and API revenue are the destination.
With ChatGPT Ads expanding to 31 European countries and a pilot already running in Korea, the channel is growing. Kerhoas’s conclusion: test now while it’s cheap, build a knowledge edge, and don’t confuse a tactical bet with long-term platform strategy. Keep most resources on Google and Meta, and fund ChatGPT Ads as a test with a clear hypothesis and success metrics. The platform forecasts are the author’s view, so weigh them accordingly.
The author says yes: inventory is cheap, competition is thin and ChatGPT shows only one ad per prompt, making early tests a good way to build a knowledge edge.
Kerhoas suggests using your TikTok budget share as a realistic benchmark, keeping Google and Meta as the core of the plan.
Gemini benefits from Google’s distribution across Search, Android, Workspace and YouTube, while ChatGPT must win users one by one and OpenAI’s focus is shifting toward enterprise.
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