As of 2026, you cannot run traditional sponsored content on ChatGPT in Australia in the same way you might on Google, Facebook, or other ad platforms. ChatGPT does not provide a self-serve advertising system where businesses can directly pay to insert content into user conversations.
That said, there are emerging ways for brands to gain visibility. One is promoted GPTs, where businesses create custom AI assistants and, through partnerships or featured placements, increase their discoverability within the GPT ecosystem. Another potential route is enterprise integrations, where organisations collaborate with OpenAI to have their content or services more prominently referenced in relevant contexts.
For most Australian businesses, “sponsored content” on ChatGPT is currently indirect. The AI draws on authoritative and publicly available content, so maintaining strong SEO, high-quality content, and trusted online references increases the likelihood that ChatGPT will surface your brand when users ask related questions.
OpenAI has emphasised that any paid placements will need to be clearly disclosed, relevant, and non-intrusive. So while direct sponsored posts in conversations are not generally available, businesses can still achieve visibility through authority, content quality, and select partnership programs.
In short, you cannot run traditional sponsored content, but you can invest in strategies that increase the chance your brand is recommended or featured in AI responses.
