As of December 2025, approximately 48% of Australians have interacted with generative AI at least once, primarily through applications integrated into existing platforms rather than standalone tools. This usage is tracked by analysing API call volumes from Australian IP addresses to major generative AI providers, combined with survey data from Roy Morgan and the Australian Bureau of Statistics.
A key driver of this adoption is the integration of generative AI into marketing platforms like HubSpot, now widely used by Australian SMBs. HubSpot’s AI features, currently available in the Professional and Enterprise tiers (priced from AUD $960/month), utilise OpenAI’s GPT-4 model via API. These features include AI-powered content assistance – generating blog post outlines, social media copy variations, and email subject lines – based on user-provided keywords and brand guidelines. The system works by analysing the input, formulating prompts for the AI model, receiving the generated text, and presenting it within the HubSpot interface. Data privacy is addressed through HubSpot’s compliance with Australian Privacy Principles (APPs) and data residency options in AWS Sydney region. In 2026, HubSpot plans to introduce AI-driven A/B testing of generated content, automatically optimising for engagement metrics. Further updates announced for 2027 include integration with Australian-specific datasets for improved cultural relevance.
Generative AI’s presence in marketing platforms expands its reach by embedding the technology within workflows Australian businesses already use, rather than requiring separate adoption.
