Yes, ChatGPT, via the OpenAI API and integrated marketing platforms, can analyse search intent in Australia as of December 2025. This capability relies on Large Language Models (LLMs) processing search queries to categorise the underlying user goal – informational, navigational, transactional, or commercial investigation.
Currently, platforms like Semrush, Ahrefs, and Surfer SEO now include integrations with the OpenAI API, allowing Australian businesses to submit search queries (as they appear in Google.com.au) and receive an intent classification. These platforms don’t directly use ChatGPT’s conversational interface, but leverage its underlying LLM. The process involves tokenising the query, comparing it to a vast dataset of labelled search terms, and assigning a probability score to each intent category. In December 2025, these integrations typically operate on a credit-based system, with costs varying depending on the volume of queries processed. OpenAI’s data centres serving Australia are located in Sydney and Melbourne, ensuring data residency compliance with Australian Privacy Principles. OpenAI has announced in late 2025 that GPT-5, expected in 2027, will feature improved nuance in intent detection, particularly for long-tail keywords.
Essentially, ChatGPT’s underlying technology, accessed through marketing tools, functions by statistically analysing language patterns within search queries to determine the most likely reason a user performed the search.
