ChatGPT's user base has grown to 904 million, with a 60.5% share of the AI search market, according to First Page Sage's September 2026 estimates. This stability in user loyalty is significantly impacting digital advertising and consumer behavior.
TL;DR
- ChatGPT's user base has reached 904 million, with a 60.5% share of the AI search market.
- User loyalty is reshaping digital advertising and consumer purchasing journeys.
- ChatGPT referral traffic has increased by 101% from January to August 2026.
What happened
First Page Sage compiled data from 16 unique sources to estimate ChatGPT's use and retention rates as of September 2026. The agency used a weighted average based on each source's longevity, credibility, and reputed accuracy. The data estimates 904 million users for ChatGPT and Microsoft Copilot, up from 805 million in August 2025.
As of August 2026, ChatGPT owns 60.5% of the AI search market share and has seen 6.4 billion visits. The travel and hospitality industry has experienced a $1.48 trillion impact from ChatGPT-assisted purchases in the past year.
OpenAI updated its policies in March to allow merchants to use their own checkout experiences while developing deeper native commerce experiences. ChatGPT users can set up stock or tracking alerts and even authorize agentic buying, where ChatGPT handles transactions on their behalf.
Why it matters
The stabilization of user loyalty towards specific AI platforms is reshaping the digital advertising ecosystem. Advertisers are adapting to the traditional marketing funnel as users prefer to stick with their chosen chatbots.
ChatGPT's dominance in AI referral traffic is evident, with a 101% increase from January to August 2026. This growth is significantly outpacing competitors like Gemini, Claude, and Perplexity.
Advertiser activity in ChatGPT ads has seen a sharp increase, with weekly advertiser volume growing by 65% from July 9 to August 31, 2026. This trend indicates a growing interest in leveraging ChatGPT for advertising purposes.
Key facts
- ChatGPT's user base: 904 million (combined with Microsoft Copilot), up from 805 million in August 2025.
- AI search market share: 60.5% as of August 2026.
- Total visits: 6.4 billion.
- Impact on travel and hospitality: $1.48 trillion in the past year.
- Referral traffic growth: 101% from January to August 2026.
- Share of AI-generated referrals: 95.1% (2026 high).
- Weekly advertiser volume growth: 65% from July 9 to August 31, 2026.
- Peak weekly advertiser volume: 13,009 during the week of Aug. 10, 2026.
Context
The recent stabilization in user loyalty towards specific AI platforms marks a significant shift in the digital advertising landscape. As users become more accustomed to their preferred chatbots, advertisers are adapting their strategies to reach these loyal users.
ChatGPT's dominance in the AI search market and its impact on consumer purchasing journeys highlight the growing influence of AI assistants in daily life. This trend is reshaping how brands approach digital advertising and consumer engagement.
The data from First Page Sage and BrightEdge underscores the importance of understanding user behavior and preferences in the evolving AI landscape. As AI assistants become more integrated into daily routines, their role in digital advertising and marketing will continue to grow.