In 2026, ChatGPT, via the OpenAI platform and integrated advertising partners like Microsoft Advertising and Google Ads, will provide advertisers with enhanced optimisation tools primarily through advanced audience segmentation and automated creative variation testing, powered by large language models (LLMs).
As of December 2025, ChatGPT’s capabilities within advertising platforms currently focus on ad copy generation. In 2026, this expands to dynamic creative optimisation (DCO). The system analyses performance data – currently including click-through rates, conversion rates, and cost-per-acquisition – to automatically generate and test hundreds of ad variations, including headlines, descriptions, and calls to action. Crucially, it moves beyond simple A/B testing to multivariate testing, identifying combinations of elements that perform best for specific audience segments. For Australian businesses, this means the platform can tailor messaging based on location, demographics, and even inferred interests, complying with Australian Consumer Law regarding truthful advertising. Integration with platforms like Google Ads now includes automated bidding strategies informed by LLM-predicted performance, and Microsoft Advertising is expected to follow suit. OpenAI has announced (December 2025) that privacy-preserving techniques will be central to these features, addressing concerns around data usage and compliance with Australian Privacy Principles.
Essentially, ChatGPT functions as an automated optimisation engine, continuously learning and refining ad campaigns based on real-time performance data and predictive modelling.
