Google Gemini surpassed 750 million monthly users in February 2026. According to TechCrunch, the product is rapidly approaching the billion mark. This is a milestone that few digital tools have ever reached in such a short time. Therefore, the signal for marketing managers is clear: Gemini is no longer an experiment, but a mass infrastructure.
However, numerical growth alone is not enough to guide strategic choices. In fact, what matters to a marketing manager is understanding where Gemini is positioned compared to ChatGPT, which adoption drivers are fueling growth, and what concrete implications exist for campaigns, content, and automation. Furthermore, the competition between the two ecosystems — Google and OpenAI — is reshaping investment priorities in AI tools for Italian companies.
We of SHM Studio Let's analyze the available data and offer an operational takeaway. Specifically, we'll focus on the implications for SMEs and mid-market B2B companies that are evaluating or already using AI solutions in their marketing workflows. Finally, we'll identify key signals to monitor in the coming quarters.
The context: a race to a billion that redefines the balance of power
As of February 2026, Google Gemini had over 750 million monthly active users. This was reported by TechCrunch in an analysis published on July 23, 2026. The growth trajectory suggests that a billion is now a matter of months away. For Google, this would be the fifth product to reach this milestone, after Search, Maps, YouTube, and Gmail.
However, the numerical data must be read in a competitive context. OpenAI's ChatGPT reached 100 million users in just two months after its launch. Gemini took longer, but it benefited from native integration into the Google ecosystem. Therefore, Gemini's growth is structural, not viral.
Furthermore, the geographical and demographic distribution of users matters as much as the absolute number. A billion users interacting with Gemini through Search, Workspace, and Android means the tool enters daily workflows — not just experimental use.
The numbers that really matter for marketers
750 million monthly users is an impressive number. However, for a marketing manager, the relevant metric isn't the total user base. Instead, it's usage patterns, prevalent use cases, and penetration in professional contexts.
According to research from Gartner, by 2027, more than 70% of marketing professionals will be using generative AI tools on a regular basis. Gemini, integrated into Google Workspace, lowers the barrier to adoption for those who already use Gmail, Docs, and Sheets. As a result, the learning curve is significantly reduced.
Furthermore, integration with Google Ads and Google's targeting systems represents a specific competitive advantage. In fact, no other AI player has direct access to Google's Search data and advertising inventory. This creates a closed but powerful ecosystem for those who manage Google Ads campaigns.
On the other hand, ChatGPT maintains an edge in flexibility and the quality of text generation for editorial and creative purposes. Therefore, the two tools are not interchangeable: they serve different purposes and cater to distinct user profiles.
Google Ecosystem vs. OpenAI: Where the Game is Played for Italian Companies
For Italian SMEs and mid-market companies, the choice between Gemini and ChatGPT is not necessarily an exclusive one. However, training, integration, and budget resources dictate priorities. Therefore, understanding where to invest time and money is a concrete strategic decision.
Gemini offers clear advantages for those operating on Google Workspace and running active campaigns on Google Ads. Specifically, automatic creative asset generation, Analytics report summarization, and assistance with ad copy writing are already integrated. Therefore, the ROI on adoption can be measured in a short time.
ChatGPT, on the other hand, excels at generating long-form content, complex reasoning, and building customized workflows via APIs. In addition to this, the ecosystem of plugins and custom GPTs offers flexibility for vertical use cases. For example, a B2B company that produces technical white papers or industry newsletters might find ChatGPT more suitable.
In summary, the right question isn't
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