Observed Signal · Jul 13, 2026 · Survey / Research · Source: Retail Dive · Impact: 3/5 · Sentiment: Neutral
Third-party generative AI beats brand chatbots
A Gartner survey of more than 3,500 B2B and B2C customers found people are three times more likely to use third-party generative AI tools for customer service than brand-owned chatbots. Usage of third-party generative AI doubled year-over-year, while customer use of company-provided chatbots has not shown a statistical increase since 2022, Gartner analyst Eric Keller said. Consumers often prefer familiar third-party tools (examples cited include ChatGPT, Claude and Copilot) and use them to complete tasks and take actions — capabilities many brand chatbots do not deliver today. The article notes brands should focus on transactional capabilities and rethink presentation, moving from a small pop-up chatbot to an AI-powered conversational interface or “intelligent front door” for the digital experience.
A large Gartner survey showing customers prefer third-party generative AI over brand chatbots signals meaningful shifts in customer behavior and has implications for CX, MarTech and conversational interface strategies, though it is not a major platform policy or technical release.
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Key Takeaways & Evidence Grounding
- Gartner surveyed more than 3,500 B2B and B2C customers and found customers are three times more likely to use third-party generative AI tools than brand-owned chatbots for customer service.
- The number of consumers using third-party generative AI tools doubled in the past year, according to Eric Keller of Gartner.
- There has been no statistical increase in customer use of company-provided chatbots since 2022, per Gartner.
- 58% of customers have used generative AI to complete a task, and nearly three-quarters of B2B customers have used it to accomplish a task, according to Gartner.
Connected Companies & Entities
6 Entities mapped“While consumers’ use of third-party generative AI tools has doubled in the past year alone, company-provided chatbot usage hasn’t statistica...”
“Anthropic’s Claude app is seen on a phone on Feb. 16, 2026, in New York....”
“That preference reflects not only the comfort the customers have with third-party tools like ChatGPT and Claude, but also the quality of the...”
“Two-thirds of consumers use generative AI — third-party tools like Claude, work assistants like Copilot and AI chatbots on a brand’s website...”
“Countless brands have rolled out AI chatbots, from Airbnb to Verizon....”
“Countless brands have rolled out AI chatbots, from Airbnb to Verizon....”
Ontology Mapping & Concepts
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