As of December 2025, businesses can utilise ChatGPT – specifically the OpenAI models accessible via the ChatGPT Plus subscription or the API – as a component within their marketing and content workflows, but it functions as an advanced text generation tool, not a complete marketing solution.
ChatGPT operates by predicting the next sequence of words based on the vast dataset it was trained on. In December 2025, the GPT-4o model now includes enhanced multimodal capabilities, accepting image and audio inputs alongside text, which can inform content creation. Australian businesses access these models through OpenAI’s global infrastructure, with pricing in AUD based on token usage via the API. The platform’s ‘Custom Instructions’ feature allows users to define brand voice and style guidelines, influencing output consistency. OpenAI’s Enterprise tier, available in Australia, offers enhanced data privacy and security features, addressing some compliance concerns for businesses handling sensitive customer data. Announced for 2027, OpenAI plans to integrate more robust attribution features to help identify AI-generated content, potentially impacting SEO strategies. Currently, ChatGPT does not directly integrate with Australian-specific marketing platforms like Campaign Monitor or HubSpot, requiring businesses to use intermediary tools or custom API integrations.
Ultimately, ChatGPT functions as a sophisticated language model that generates text based on provided prompts and data, requiring human oversight and integration into broader marketing systems.
