AI-powered chat tools are sending more qualified callers to businesses. New data shows ChatGPT users are more likely to become leads. Phone calls remain a key step for high-intent buyers.
Media and publishing professionals tracking digital marketing performance have new data showing that AI-powered chat platforms like ChatGPT are sending more qualified phone leads to brands and retailers. According to figures released by Invoca, calls referred by ChatGPT resulted in 49% of answered calls being classified as leads-about 10 percentage points higher than the average across all channels.
Invoca's analysis, based on anonymized insights from over 70 million phone calls and 600 million minutes of conversation, found that consumers who use AI assistants to research products or services and then call a business are typically further along in their buying journey. While the total number of calls from generative AI sources remains low, the quality of these leads stands out. ChatGPT outperformed other digital channels, with Google Business Profiles following at 43% of answered calls qualifying as leads.
Despite the promise of AI-driven channels, most phone leads and conversions still originate from established sources like paid search and Google Business Profiles. Paid search generated the highest call volume, leads, and conversions among paid channels, while Google Business Profiles led on the organic side for multi-location businesses. Invoca's data shows that across all industries, 38% of calls answered by a person are leads, and 42% of those leads convert during the call.
AI-powered voice and SMS agents now engage callers around the clock, qualifying intent, answering questions, and scheduling callbacks or appointments when human agents are unavailable. This technology helps brands capture and convert inbound leads more efficiently. However, consumer mistrust in online search results is also prompting more people to call businesses directly before making a purchase decision.
Channel efficiency and scale both matter, according to Invoca. Even small improvements in phone lead and conversion rates from search ads can significantly impact business outcomes. In the automotive sector, for example, 54% of answered calls were leads, and 45% of those converted. The findings echo concerns about the complexity of digital ad channels, as discussed in related coverage of agentic advertising and programmatic intermediaries, such as in this recent analysis of automation in digital ad sales.
