WiredCo.
Independent agency WiredCo has joined OpenAI’s pilot for ChatGPT Ads in Australia, with clients Boost Mobile and THE ICONIC.
“This is one of the most exciting pilots we’ve been part of. It’s a completely new channel and a completely different way of thinking about advertising — and we’re all in,” said WiredCo founder and CEO, Angela Hampton.
“But we’re not here pretending this is a silver bullet overnight. The real value is helping our clients get a seat at the table to learn how this new format evolves in Australia.
“ChatGPT is rapidly becoming a discovery and recommendation engine for consumers. And, with millions of Australians now using the platform each month, behaviour is moving fast from “search and click” to “ask and trust.
“This new ad channel taps consumers right in the messy middle, where decisions are actually made, whilst not ignoring the potential the platform has from an awareness and conversion point of view.”
The agency is developing conversational ad content aligned within OpenAI’s formats, designed to sit within ChatGPT’s interface.
“The way we structure ChatGPT campaigns is fundamentally different to any other channel. It’s less about funnel stages or keyword buckets, and much more about intent and prompt categorisation,” said WiredCo AI expert and paid media manager, Sidharth Jayakrishnan.
“We’re mapping campaigns to the kinds of questions people actually ask — a far more human way of planning media.”
WiredCo said the platform is already highly usable for its infancy, with features like bulk upload enabling faster campaign builds at scale.
“Beyond execution, we're working alongside our clients to define a new, locally-aware strategy for AI-native advertising. This pilot isn't just about media buying, it's about helping our clients be the first to learn how to succeed in a novel category.” said Angela.
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