Customers are three times more likely to turn to third-party generative AI services — ChatGPT, Claude, Copilot — to resolve brand-related issues than to use branded chatbots on company websites. This comes from a Gartner survey of over 3,500 B2B and B2C users. Usage of such tools has doubled over the past year, while the frequency of corporate chatbot inquiries has remained flat since 2022.
Why users choose ChatGPT over brand chatbots
Two-thirds of consumers already use generative AI — third-party platforms, work assistants like Copilot, or chatbots on company websites. The majority gravitate toward independent services. Eric Keller, senior director analyst at Gartner, attributes this to habit and quality: people use ChatGPT or Claude across all areas of their lives, trust their responses, and automatically turn to them when a service issue arises.
Customers rarely use corporate chatbots and don't develop trust in them. Simply embedding AI into an existing chatbot won't increase adoption if users were already ignoring it. A deliberate promotion strategy for the tool is required, otherwise the investment in the technology won't pay off.
«The doubling of third-party AI usage alongside zero growth in corporate chatbot inquiries should prompt leaders to reconsider the future of customer service»
Two critical mistakes brands make with AI chatbots
Gartner identifies two strategic failures: limited functionality and outdated presentation. Most branded chatbots only answer questions but don't enable action — they can't process orders, update information, or add services. Instead, the bot sends users to a link on another page. Meanwhile, 58% of customers have already used generative AI to complete tasks, and among B2B audiences, this figure reaches nearly 75%.
Brands have an advantage over ChatGPT here: a corporate chatbot is technically capable of executing transactions within the company's ecosystem. But this capability needs to be implemented rather than limited to an information function.
The second issue is presentation. A chat window in the bottom right corner looks dated. Forward-thinking companies transform their entire digital interface into a single intelligent entry point: instead of a homepage with links, users see a search bar asking "What would you like to do today?" This approach turns navigation into dialogue and embeds AI into the natural flow of brand interaction.
How brands can compete with third-party AI services
If customers are already using the company's chatbot, improving its AI capabilities is justified — the tool will resolve more inquiries and boost satisfaction. But if adoption is low, AI integration alone won't solve the problem. You need a media plan to promote the chatbot itself: explain its advantages to your audience, showcase use cases, build the habit of turning to your branded service instead of a universal one.
The same logic applies to influencer marketing: simply launching a collaboration with a blogger isn't enough — you need a solid strategy for reach, proper platform selection, and KPI forecasting to make the campaign profitable. The ETC team approaches media buying and influencer relations using the same principles: understanding audience behavior, precise metrics, and embedding communication into the natural context of content consumption.
In brief
- Customers are three times more likely to use ChatGPT and Claude for customer support inquiries than brand chatbots — according to Gartner's survey of 3,500 users.
- Third-party AI service adoption doubled year-over-year, while corporate chatbot inquiry frequency has remained unchanged since 2022.
- Two-thirds of consumers use generative AI in their personal or professional lives, building familiarity and trust with independent platforms.
- Branded chatbots lose due to limited functionality (inability to complete transactions) and outdated presentation (pop-up windows).
- 58% of customers have used AI to complete tasks, rising to nearly 75% among B2B audiences. Brands should embed transactions into chatbots and transform their interface into a conversational entry point.
- Simply adding AI to a chatbot won't increase adoption — you need a promotion strategy and tactics to build user habit.
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.