Here’s a scenario playing out right now. Your customer has a tradeshow coming up. Before they call you, they open ChatGPT, describe the event, and ask what they should give away and who they should buy it from.
I ran that exact test. I asked for logo merch ideas for a maritime and ocean cleanup tradeshow. In about eight seconds, ChatGPT had a full plan: it said material matters for this audience. It recommended Gemline’s Out of the Ocean® collection and suggested researching Fields Manufacturing regarding their recycled-ocean-plastic line. Creepiest part? It suggested a small promo distributor it found online as the place to buy the tote. It even built a three-tier giveaway strategy (everyone, qualified prospects, VIPs) and wrote booth copy.
Honestly? It was a solid answer. That’s the problem.
Who got the sale when ChatGPT recommended promo products?
Look closer at what happened. ChatGPT gave the supplier the credibility. Gemline and Fields got named, described, and recommended. But the clickable product card at the top of the answer didn’t go to a supplier or a local distributor. It went to an online promo site, listing the bag at $6.98. I confirmed this distributor isn’t near me, and it isn’t a major player in our space. They didn’t run an ad. It feels random. Maybe they just updated their website, so it surfaced first?
So the supplier got the story, the online promo site got the click, and the distributor who has served that customer for years? Not in the conversation at all.
And this was the friendly version. I ran the test on a paid ChatGPT plan, and ChatGPT tailored its answer to me as an industry insider. It suggested sourcing “through those supplier relationships rather than buying retail from one of the online promo sites.” Your customer won’t get that advice. They’re asking as a buyer, and they’ll get pointed toward whoever is easiest to buy from.
Now add paid ads to the mix
My result had no paid placement. That product card was organic. But that’s because paid plans don’t show ads. OpenAI launched advertising in ChatGPT in February 2026 for Free and Go tier users. Many of your customers are on the free tier, which means they may see a clearly labeled Sponsored result below the answer from whoever paid to be there.
The fix isn’t better SEO. It’s getting there first.
AI is very good at answering the question your customer asks. It is not good at knowing what your customer should be asking. That gap is your job, and it’s where a real partner earns their margin.
- Get ahead of the event before the research starts.
If your customer is typing their event into ChatGPT, it means nobody asked them about it first. Know their event calendar. Know which shows they attend every year. Reach out before they start searching, and the search never happens.
- Sell to the goal, not the item.
ChatGPT asked about quantity, budget, and in-hands date. Those are order questions. The better question is what the event is supposed to accomplish. Are they trying to drive their own sales? Build awareness for a cause? Book meetings with a specific audience? A giveaway built around the goal looks very different from a giveaway built around a price point. That conversation is the difference between a vendor and a partner.
- Name the risks of switching, before it happens.
Your customer may not realize what they’re giving up by ordering from someone new. Say it out loud, kindly and early:
- Brand colors. You know their exact PMS colors and how they reproduce on different materials. A new vendor is starting from a logo file and a best guess.
- Registration and fine detail. We all have clients whose logos have fine lines that get lost in certain imprint methods.
- The relationship. You know the nuances of their customers, their approval process, and what went wrong last time. An algorithm doesn’t, and neither does a checkout page.
This isn’t fear-selling. It’s the kind of honest heads-up a partner gives.
What to do this quarter
Start proactive event-planning conversations now. Pick your top accounts and ask what’s on their event calendar. Don’t wait for the RFQ.
Make it a 2027 conversation. Use the end of the year to map their full event calendar for next year: which shows, what goals, what budget. You’ll be in the plan before anyone opens a chatbot.
Run the ChatGPT test yourself. Open a free ChatGPT account, turn memory off, and type the question your customer would ask: their event, their audience, “what should I give away and who should I buy it from?” See who shows up. See whether you do. Then decide how to compete against it with creativity and consultative selling.
Your customers will keep using AI. That’s fine. The goal is to be the person they talk to before they need to.
Frequently asked questions
Do ChatGPT ads show up on paid plans?
No. OpenAI began showing ads in February 2026 to Free and Go tier users. Plus, Pro, Business, and Enterprise plans are ad-free, so if you test on a paid plan, you won’t see what many of your customers see.
Why does ChatGPT link to online promo sites instead of local distributors?
ChatGPT’s product cards draw on product information that sellers publish online, and organic results don’t require an ad. A distributor that relies on relationships rather than online product listings may simply not show up.
How can promotional products distributors compete with AI recommendations?
Get to the customer before the research starts. Know their event calendar, ask what the event needs to accomplish, and flag the risks of switching vendors, like brand color accuracy and imprint detail.
How can I see what my customers see in ChatGPT?
Use a free ChatGPT account with memory turned off and ask the question your customer would ask, including their event and audience. Note who gets recommended and whether you appear.
Nicole McNamee is a Fractional Executive specializing in sales strategy and operations for the promotional products and print distribution industry, with more than 25 years of experience. Learn more at nicolemcnamee.com.