ChatGPT Advertising: The Next Big Channel for Marketers in Australia?

If you’re an Australian marketer, you’ve probably noticed something big brewing in the world of AI. OpenAI recently dropped a hint that could reshape how digital ads work forever: they’re exploring advertising inside ChatGPT.

Right now, ChatGPT is ad-free. But according to OpenAI’s CFO, that could soon change. They’re considering ways to monetise their massive free user base — more than 800 million people every week — through ads for non-paying users.

If you’re thinking, “Another ad platform?” hang on. This one could be different. ChatGPT users aren’t passively scrolling like they are on Instagram or TikTok. They’re asking questions, solving problems, and researching products in real time.

That means intent is built in.

And when you combine intent with AI-driven answers, you get a potential goldmine for advertisers.

Let’s unpack what we know, what’s coming, and how marketers can prepare.

Key Takeaways

• OpenAI is testing ad options for ChatGPT to monetise free users — potentially creating one of the most powerful new ad ecosystems since Facebook Ads.
• ChatGPT advertising will likely blend directly into conversations, offering natural and relevant ad placements.
• Early formats could include sponsored responses, product recommendations, and context-based promotions.
• Brands can prepare now by improving AI visibility through authoritative content, structured data, and conversational SEO.
• Even without paid ads, it’s possible to appear organically in ChatGPT answers through smart content strategies.

What We Know About ChatGPT Ads (So Far)

OpenAI hasn’t released official details yet, but the signs are clear. Sam Altman once called ads a “last resort,” but that was before the company started burning through hundreds of millions in infrastructure costs each year.

Running ChatGPT at scale isn’t cheap — and advertising could be their next big revenue stream.

The logic is simple: users are already asking commercial questions like:

• “What’s the best CRM for small businesses in Australia?”
• “Which solar company has the best reviews in Brisbane?”
• “What’s the cheapest way to ship products across the country?”

These are high-intent, problem-solving queries — exactly what advertisers pay for on Google.

Compare that to social media, where users are browsing passively. ChatGPT users are looking for answers right now. That makes it one of the most qualified audiences we’ve ever seen.

Recent reports suggest OpenAI is already testing monetisation models, including partnerships with publishers and context-driven sponsored content. The infrastructure for personalisation and targeting is already in place.

In other words, it’s not a question of if ChatGPT ads are coming — it’s when.

For more context, visit Microsoft Advertising Blog or Search Engine Journal.

What ChatGPT Ads Might Look Like

No one outside OpenAI knows the exact ad formats yet, but based on other AI search experiences (like Google SGE or Bing Copilot), here’s what we can expect:

1. Sponsored Responses

Think Google Ads, but conversational. When someone asks ChatGPT, “What’s the best project management software for remote teams?”, the first response might be sponsored — clearly labeled, but naturally integrated.

Instead of clicking blue links, users will see branded answers that blend with ChatGPT’s normal output.

2. Native Brand Mentions

Expect to see ChatGPT weaving brand mentions into its answers. For example, if a user asks about “marketing automation tools,” ChatGPT might include HubSpot or ActiveCampaign — some organically, others as sponsored mentions.

This feels less intrusive than banner ads because it happens in context.

3. Contextual Product Recommendations

If a user asks about “running shoes for flat feet,” ChatGPT might recommend specific brands or models. Ask about “accounting software for tradies,” and it could feature tools like Xero or QuickBooks.

AI-driven ad placements could turn every query into a personalised recommendation moment.

4. Smart Targeting Models

ChatGPT already understands context from user prompts and conversation history. Future ads could target based on:

• Query intent (what users are asking for)
• Conversation context (previous messages)
• Topic patterns (frequent interests)
• Business type (B2B vs consumer)

Expect familiar bidding models like CPC (cost per click) or CPE (cost per engagement) — but with a conversational twist.

5. Performance-Based Ad Models

In the long run, ChatGPT could even offer pay-per-lead or conversion-based pricing, rewarding ads that drive measurable results. Given AI’s ability to track context, this model could be revolutionary for ROI tracking.

Why This Could Be a Game-Changer for Marketers

This isn’t just another ad platform. It’s a new kind of intent-driven advertising.

Search ads capture what people type. ChatGPT ads capture why they’re searching.

1. Intent, but Smarter

Traditional search captures keywords like “best dentist Gold Coast.” AI search captures meaning: “I need a dentist who can fix a cracked tooth this week.”

That difference is huge for targeting and relevance.

Marketers will be able to reach audiences with deeper context and stronger purchase intent than ever before.

2. Budget Reallocation

Once ChatGPT ads launch, we’ll likely see marketers shift budgets from Google and Meta. AI chat platforms could become the next major channel alongside search, social, and video.

According to Statista, global digital ad spending is expected to hit $740 billion in 2025, with AI-driven platforms projected to claim an increasing share. ChatGPT could easily take a chunk of that.

3. Competitive Response from Big Players

Google already integrates ads into its AI Overviews. Microsoft is expanding ad options in Copilot. Meta is building AI assistants for Messenger and Instagram.

ChatGPT’s move into advertising will accelerate competition — and innovation — across every major platform.

4. Content Marketing Will Change Too

If ChatGPT starts featuring fewer organic citations and more sponsored ones, businesses will need new strategies to stay visible. Organic content will still matter, but authority and structure will determine whether AI references you.

The takeaway? Paid and organic AI visibility are merging.

For content strategies in the AI era, check out HubSpot or Search Engine Journal.

Is ChatGPT Advertising Right for Your Business?

The opportunity is massive, but not every brand should jump in blindly. Consider your audience, product, and goals.

Who Will Benefit Most:

• SaaS Companies: Especially those solving niche problems like CRM, analytics, or workflow management.
• E-commerce Brands: High-consideration purchases like electronics, home improvement, and fitness.
• Education Providers: Online courses, training, and certifications.
• Professional Services: Finance, law, healthcare, and marketing agencies.

Who Might Not:

• Impulse-buy or low-cost product brands.
• Niche industries with limited search demand.
• Businesses targeting audiences less likely to use AI tools (for now).

Budget Reality Check

Early adopters usually pay more. Expect high CPCs and limited inventory initially. But if you’re strategic, the learnings and early traction could give you a competitive edge once the platform matures.

Think back to Facebook Ads in 2008 or Google Ads in 2002 — early movers won big.

How to Prepare for ChatGPT Advertising

You don’t have to wait for ad formats to launch. Smart marketers are already preparing by building authority and conversational visibility.

Here’s your prep checklist.

1. Map Out Customer Questions

Use tools like AnswerThePublic, Semrush, or Google’s “People Also Ask” to find questions your audience asks. These are the same queries likely to appear in ChatGPT conversations.

Focus on pain points, not just keywords.

2. Write Conversational Copy

Start testing ad and content copy that sounds natural in conversation. Instead of “Buy Now,” write, “If you’re comparing solar installers, here’s what makes us different.”

The goal is to blend value and personality into your answers — not sell, but help.

3. Build Brand Authority

ChatGPT tends to reference trusted sources. Strengthen your credibility by:

• Earning backlinks from news sites and industry blogs.
• Publishing detailed case studies and how-to guides.
• Getting listed in reputable directories and review sites.

4. Optimise for Conversational SEO

AI doesn’t pull from just keywords — it pulls from meaning. Write like you talk, and structure pages with FAQs and schema markup so AI systems can easily parse your content.

Learn from resources like Search Engine Journal and HubSpot for the latest conversational SEO strategies.

5. Experiment with Chatbots and AI Tools

Use chatbot marketing on your website or Facebook Messenger to get comfortable writing for conversational experiences. It’s great practice for ChatGPT-style ads.

6. Prepare for Attribution Challenges

Users may not click directly on a ChatGPT ad. They might see your brand, then Google you later. Build tracking systems that measure multi-touch attribution and long-term brand lift, not just clicks.

7. Expand Your Knowledge Base

Publish detailed FAQs, blog posts, and guides. The more authoritative your content, the more likely ChatGPT will cite you organically — even before ads roll out.

How to Get Featured in ChatGPT Without Ads

Even before paid placements arrive, you can already influence how often ChatGPT references your brand.

Here’s how:

• Strengthen E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Publish original insights, client results, and expert opinions.
• Create “Answer-Like” Content: Write posts that answer real user questions directly, like “How much does SEO cost in Australia?”
• Earn Mentions and Links: Build your reputation through PR, guest blogging, and partnerships.
• Use Structured Data: Implement FAQ and Product schema to help AI understand your content.
• Monitor Mentions: Use Google Alerts or tools like Brand24 to track how your business is referenced online.

Remember: AI pulls from credible, accessible sources. Be the expert it can trust.

FAQs

Does ChatGPT have ads yet?
No, not yet. OpenAI has confirmed they are exploring advertising options, but no launch date has been announced.

Will ChatGPT recommendations be sponsored?
Eventually, yes. While no paid placements exist right now, OpenAI’s plans suggest sponsored responses could become part of the experience.

How can my brand get mentioned in ChatGPT?
Focus on SEO and authority. Build high-quality, structured content that answers real questions. ChatGPT is more likely to reference brands that publish trustworthy information.

Will ChatGPT ads work like Google Ads?
Expect similarities — auction-style bidding, CPC pricing, and Quality Scores — but with a conversational delivery.

Should I shift budget from Google Ads?
Not yet. Wait until ChatGPT ads launch and have measurable performance data. When they do, test small before reallocating larger budgets.

The Bottom Line

ChatGPT advertising isn’t live yet, but it’s coming fast — and it could redefine digital marketing as we know it.

For marketers, this represents the first real opportunity to advertise inside an AI conversation — where users are most engaged and intent is highest.

If you’re serious about staying ahead of the curve, start building your AI authority now. Create structured, conversational content. Strengthen your SEO. And prepare to meet your customers in the next evolution of digital discovery.

Because when ChatGPT ads finally arrive, the brands that planned ahead will be the ones everyone sees first.