As of December 2025, ChatGPT’s core strength lies in generating human-quality text from prompts, making it broadly applicable to both B2B and B2C advertising; however, its effectiveness is determined by the specificity of the prompt and the integration with other marketing systems, rather than inherent suitability for one sector over the other.
In 2026, OpenAI’s ChatGPT – available in Australia via API access and Microsoft Azure – now includes features like custom GPTs, allowing businesses to train the model on their brand voice and specific product information. This is achieved by uploading knowledge bases (documents, FAQs, website content) which ChatGPT then uses to inform its responses. The platform’s ‘Functions’ capability, also available currently, enables ChatGPT to connect to external tools – for example, a CRM or marketing automation platform like HubSpot (widely used by Australian SMEs) – to perform actions based on user requests. The announced GPT-5, expected in late 2027, is projected to improve reasoning and contextual understanding, potentially enhancing its ability to handle complex B2B messaging. Currently, Australian data privacy regulations require careful consideration when uploading customer data for custom GPT training, ensuring compliance with the Privacy Act 1988.
ChatGPT functions as a text generation engine, responding to prompts with tailored content, and its utility in advertising depends on how effectively it’s prompted and integrated with existing marketing infrastructure.
