Digital conversations with ChatGPT: Insights for marketing strategy from 1.1 million interactions

The analysis of over 1.1 million conversations with ChatGPT between May 2024 and June 2025 provides unique insights into what users are actively seeking, creating, and learning online. For marketers, these insights do not suggest replacing humans with AI, but rather understanding the topics, formats, and intentions that dominate digital interactions so that brands can align their strategies to meet these user needs effectively.

Meeting the demand for actionable solutions

The practical guidance category accounts for 28.3% of conversations, highlighting a strong user focus on solving problems, learning new skills, and gaining actionable advice. Subtopics such as tutoring (10.2%) and “how-to” advice (8.5%) demonstrate that users approach ChatGPT when they need clarity and practical steps.

Marketing implications:

Content alignment	Brands can develop content that answers the same questions users ask AI, such as guides, FAQs, or step-by-step tutorials, ensuring that the brand appears in searches for practical solutions.
SEO and discoverability	Since users search for concrete answers, optimising content around common “how-to” queries, problem-solving topics, and tutorials increases the likelihood that a brand surfaces in both search engines and conversational AI-driven queries.
Wellness and lifestyle opportunities	Health, fitness, beauty, and self-care topics (5.7%) suggest a growing appetite for guidance in daily life. Brands in these sectors can position themselves as reliable sources of practical advice aligned with these user interests.

Capitalising on user need for communication support

The writing category represents 28.1% of interactions, showing that users frequently engage with ChatGPT to edit, create, translate, or summarise text. This indicates a consistent demand for communication support and content creation tools.

Marketing implications:

Positioning as a communication resource	Brands can provide templates, guides, or tips that help users write emails, proposals, or social media posts. Aligning with these needs ensures that the brand is associated with practical writing support.
Structured content for clarity	Subtopics such as argumentation and summary generation (3.6%) suggest users value concise, well-structured information. Marketers can leverage this by creating clear, digestible content that answers questions efficiently.
Translation and global content	Translation queries (4.5%) highlight the demand for content that is accessible across languages, reinforcing the importance of localisation and multilingual content strategies.

Information-seeking behaviour

The seeking information category, with 21.3% participation, illustrates that users turn to ChatGPT primarily to find precise answers, research products, or solve problems.

Marketing implications:

Search and intent-focused content	Brands should identify high-intent questions users ask AI and ensure their website, blogs, or guides answer them comprehensively. This increases visibility both on search engines and in AI-assisted query contexts.
E-commerce positioning	Product-related queries (2.1%) show that users research purchases extensively. Brands can create comparison guides, review pages, and practical buying advice to ensure they appear as trusted sources.
Snackable and actionable content	Queries such as recipes or quick solutions (0.9%) indicate users value concise, directly usable content, which can be leveraged across blogs, social media, and email marketing campaigns.

Emerging micro-trends: creative and technical needs

Even subtopics with smaller percentages reveal opportunities to align marketing with user behaviour:

Creative ideation	Users seek inspiration and idea generation. Brands can produce content that sparks creativity or demonstrates innovative uses of their products.
Technical help	Queries indicate users require practical, step-by-step solutions for common problems. Providing content that pre-empts these needs positions the brand as helpful and authoritative.
Multimedia support	While less dominant, the inclusion of visual and audiovisual topics suggests a continued appetite for diverse content formats, which marketers can integrate into campaigns.

Strategic recommendations for marketing

Based on the patterns observed in ChatGPT interactions, marketers can adopt several strategies:

1. Map brand content to user needs

Analyse the topics users explore with ChatGPT and create content that directly addresses those questions. This ensures the brand aligns with existing information-seeking behaviour.

2. Optimise for search intent

Many mirror Google search queries. By focusing on high-intent keywords and problem-solving topics, brands increase visibility where users are actively looking for solutions.

3. Provide structured, actionable content

Users favour clarity and step-by-step guidance. Blog posts, FAQs, and product pages should be easy to digest and actionable, mirroring the structure users expect from AI.

4. Localise and personalise content

With translation queries and global information seeking, brands should consider localisation strategies to reach international and segmented audiences.

5. Leverage micro-content

Users frequently seek quick answers. Creating short guides, videos, infographics, and checklists ensures the brand is present in micro-moments of decision-making.

The analysis demonstrates that users interact with AI to solve problems, create content, and retrieve precise information. For marketers, the lesson is clear: instead of replacing human creativity or expertise with AI, brands should learn from these interaction patterns to ensure their content appears where users are seeking solutions, is structured to meet their expectations, and aligns with the topics and formats that matter most.

By aligning marketing strategies with the needs highlighted in AI interactions—practical guidance, writing support, and information-seeking—brands can enhance visibility, trust, and engagement, capturing attention at the very moments users are looking for answers.