OpenAI is rolling out advertising on ChatGPT in Australia today, AdNews can reveal.
The move, confirmed by OpenAI and several agencies contacted by AdNews, will ignite the next phase of a competitive digital ad market.
An OpenAI spokesperson confirmed the pilot will start locally Friday, April 17, following an initial US-based trial.
It comes as the Australian internet advertising market grew 11.5% year-on-year to reach $18.4 billion for the full calendar year 2025, according to the IAB Australia Internet Advertising Revenue Report.
In a statement, OpenAI pointed to the growing commercial significance of the Australian market, where ChatGPT usage has more than doubled over the past 12 months, describing the country as “hugely important”.
Advertising will be limited to logged-in adult users on Free and Go tiers, with no ads appearing for Plus, Pro, Business or Enterprise subscribers. Users who prefer an ad-free experience will still be able to upgrade.
“Our ads pilot is focused on supporting broader access to ChatGPT while preserving consumer trust, usefulness, and user control,” the company said.
“Guided by our ads principles, the early results are encouraging.
“We’re seeing no impact on consumer trust metrics, low dismissal rates of ads, and ongoing improvements in the relevance of ads as we learn from feedback.
“These positive signals support moving into the next phase of our pilot.”
OpenAI said its core advertising principles remain unchanged as the rollout expands, emphasising that ChatGPT’s responses will remain independent and unbiased, conversations remain private, and users retain meaningful control over their experience.
The move comes as AI platforms increasingly explore sustainable revenue models, with advertising emerging alongside subscriptions as a key growth lever.
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