# ChatGPT Referrals to E-Commerce Websites: How Do LLMs Compare Against Traditional Channels? How does AI-powered referral performance stack up? - **Source:** [Marketing Science](https://pubsonline.informs.org/journal/mksc) - **Published:** 2026-04-21 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/2cca1b49-9ae4-4a90-a807-51b46c9d245c ## AI and Marketing Artificial intelligence technologies are increasingly playing a crucial role in marketing strategies. Language models like ChatGPT are being used to optimize customer interactions and referrals. ## E-Commerce Referrals Referrals to e-commerce websites are a critical factor in boosting sales. Alongside traditional channels, AI-powered referrals can also be effective in this area. ## The Role of ChatGPT ChatGPT can provide personalized recommendations to customers, directing them to e-commerce sites. This approach may be more effective than traditional methods. ## Traditional Channels Traditional referral channels include methods like advertising and email marketing. The effectiveness of these channels can be compared to AI-powered methods. ## Performance Comparison ChatGPT's referral performance may yield a higher conversion rate compared to traditional channels. This highlights the potential of AI in marketing. ## Future Implications The increasing use of AI-powered referrals could lead to significant changes in the e-commerce sector. These technologies may shape the future of marketing strategies. ## Sources covering this story - https://pubsonline.informs.org/doi/abs/10.1287/mksc.2025.0489?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._