As of December 2025, ChatGPT – specifically the OpenAI models accessed via the ChatGPT interface and the API – is experiencing significant adoption amongst Australian businesses, particularly small-to-medium enterprises (SMEs). It functions as a large language model (LLM), meaning it predicts the next sequence of words based on the vast dataset it was trained on, allowing it to generate human-like text in response to prompts.

Currently, Australian businesses are integrating ChatGPT primarily through marketing automation platforms. For example, platforms like HubSpot, Marketo, and ActiveCampaign now include native ChatGPT integrations. These integrations allow users to generate marketing copy variations (email subject lines, ad text, social media posts) directly within the platform, based on inputted brand guidelines and target audience information. The platform sends a prompt to the OpenAI API, receives the generated text, and presents it to the user for review and editing. OpenAI’s Australian data centres, operational since mid-2025, contribute to reduced latency for local users. Pricing for API access is tiered based on token usage, with Australian dollar pricing available directly through OpenAI and via platform providers. Compliance with Australian Privacy Principles is managed by both OpenAI and the integrating platform, requiring businesses to review data handling policies. In 2026, we anticipate further integration with Australian-specific CRM systems.

Essentially, ChatGPT acts as a text generation engine, accessed and managed through existing marketing tools to automate and scale content creation processes.