MEIKAI
Challenge
Exploring a new advertising channel without a benchmark
Founded in 1982, Interparfums, Inc. develops, manufactures and distributes prestige fragrances for a portfolio of international brands, sold in more than 120 countries.
As part of Criteo's inaugural ChatGPT Alpha launch, Interparfums partnered with Criteo to test advertising inside ChatGPT. There were no predefined KPIs: the aim was to gather early evidence of what the channel could do for brand visibility and to inform future activation.
Solution
Measuring brand visibility with and without ad triggers
Criteo ran the ChatGPT campaign for Interparfums across May and June 2026. To read its effect, Interparfums turned to Meikai, its data partner, which monitors how ChatGPT answers the prompts consumers ask about fragrances.
Meikai compared the visibility of Interparfums' brands in answers where an ad was triggered with answers where none was, which isolates the visibility associated with the advertising. It also measured the share of ad space the campaign captured and how well the targeting aligned with category prompts.
Results
A level of brand visibility Interparfums had never reached
Across May and June, Interparfums captured a 16.6% share of ad space with strong ad presence. When ads were triggered, total combined brand visibility rose by 45.5%.
Targeting alignment on category prompts was 2.8 times higher, a sign that the campaign reached the conversations relevant to the brands.
The analysis also surfaced more than 10 distinct brand themes in ChatGPT's answers, from luxury positioning and heritage storytelling to gifting appeal and iconic status. Interparfums reported that its brands had never reached this level of total brand visibility before: a first-of-its-kind result through Criteo's ChatGPT partnership.
How Meikai measured it
Campaign results from 1 May to 15 June 2026, based on 20,692 ChatGPT answers monitored by Meikai, Interparfums' data partner. Brand visibility is the share of answers that name Interparfums' brands, combined across the portfolio; the lift compares answers in which a Criteo ad was triggered with answers without ad triggers. Share of ad space and targeting alignment on category prompts were read over the same period. Figures as published by Criteo in its success story, October 2026.