1 min read
What changed
OpenAI confirmed it is testing ads inside ChatGPT for US users on free and entry-level tiers
OpenAI projects $2.5 billion in ad revenue for 2026, scaling to $100 billion annually by 2030
Brands including Canva, Spotify, Zillow, Target and DoorDash are building in-chat experiences where users interact with brand services without leaving the conversation
What it means
ChatGPT is evolving from a productivity tool into a commerce platform. The super app strategy means users will discover, compare and transact with brands inside the chat interface, not on your website. For Australian marketers, this is not an immediate action item (ads are US-only for now), but it is a strategic signal worth planning for. Criteo has already joined the advertising pilot, meaning programmatic buying inside ChatGPT is coming. The businesses that build AI-friendly content and structured product data now will be positioned when ChatGPT ads reach the Australian market.
What to do
Ensure your product and service information is structured and machine-readable (schema markup, clean product feeds, FAQ content)
Test how ChatGPT currently describes your brand and category. Fix inaccuracies by improving your public content
Watch for ChatGPT advertising pilot expansion announcements beyond the US market
Brief your team on AEO (answer engine optimisation) as a complement to traditional SEO
Source: MarketingProfs, Criteo and ALM Corp
