OpenAI’s decision to introduce advertising on ChatGPT in the United States marks a significant shift in how large AI platforms may monetise at scale. While the move is seen as inevitable given the company’s infrastructure costs and reliance on free users, Australian industry leaders urge caution when assessing its local impact.

Experts note that advertising will help diversify OpenAI’s revenue, but it is unlikely to deliver material returns in the near term. ChatGPT still holds a small share of search activity compared to Google, particularly in Australia, where Google dominates the market. As a result, ChatGPT advertising is viewed as a long-term strategic play rather than a replacement for existing search channels.

Several commentators compare the rollout to Netflix’s ad supported tier, which took years to mature after an initial wave of advertiser interest and operational challenges. Early adopters may see short-term upside, but success will depend on tolerance for uncertainty, limited measurement and evolving formats. Category fit also matters, with finance, technology, education, automotive and B2B services seen as better suited than impulse driven FMCG.

For Australian advertisers, the delayed rollout offers an advantage. With the US acting as a testing ground, local teams can observe performance, measurement standards and user response before committing budget. Privacy remains a key consideration, particularly with upcoming reforms expected to raise expectations around transparency and data use.

Industry voices also stress that ChatGPT functions differently from traditional search. Ads respond to contextual intent within conversations rather than keywords, requiring brands to rethink how they show up as trusted solutions. While the opportunity is real, most agree ChatGPT advertising remains a test and learn channel for now, not a core media investment.