By 2026, ChatGPT is expected to offer advertising options that feel more like recommendations than traditional ads, particularly for users in markets like Australia.

The most likely format is sponsored responses. These would appear only when a user shows clear commercial intent, such as asking for software, services, or product comparisons. Any paid placement would need to be clearly labelled, with relevance prioritised over volume, reflecting Australian expectations around transparency and consumer trust.

Another option is promoted GPTs. Businesses may pay to feature their custom GPTs more prominently within the GPT marketplace, similar to app store promotion. This allows brands to offer genuine utility, such as industry-specific tools, calculators, or advisory assistants, rather than interruptive advertising.

ChatGPT may also introduce commerce aligned placements, where businesses are surfaced during buying or research journeys, especially for local services, education, or professional solutions. These would likely integrate with reviews, credentials, or compliance signals, which are particularly important in Australia.

Unlike search ads, ChatGPT advertising is expected to be lower volume, highly contextual, and closely governed. The emphasis will be on usefulness, trust, and disclosure, positioning advertising as part of the user experience rather than something users need to ignore or scroll past.