As of December 2025, ChatGPT advertising, delivered through platforms like Microsoft Advertising and potentially directly via OpenAI in 2026, will likely utilise personalisation techniques in Australia, driven by data signals and machine learning algorithms to tailor ad content to individual users.
Currently, these platforms leverage first-party data (information users directly provide) and third-party data (collected from websites and apps via cookies and similar technologies, subject to Australian privacy regulations). In 2026, we anticipate increased sophistication in contextual advertising – matching ads to the content of the ChatGPT conversation itself. Microsoft Advertising now includes features like Audience Network, which extends reach beyond Bing search results, and allows for demographic and interest-based targeting available to Australian advertisers. OpenAI’s announced updates for 2027 include more granular control over ad relevance, but as of December 2025, the extent of direct OpenAI advertising in Australia remains limited. Australian businesses must adhere to the Privacy Act 1988 and the Australian Consumer Law when collecting and using data for personalised advertising, including obtaining valid consent where required.
Ultimately, ChatGPT ad personalisation functions by analysing user data and conversation context to deliver advertising content deemed more relevant to each individual.
