The world’s most-used AI platform is about to open its doors to advertisers — and New Zealand is on the shortlist for early geographic expansion. If you run a business here, this is the moment to start paying attention.
Let’s be honest. When most of us first heard “ChatGPT ads,” the reaction was probably somewhere between mild curiosity and quiet scepticism. Another new ad platform? Another place to spread the budget thin?
But here’s what makes this different: in just six weeks after quietly launching its ad pilot, OpenAI generated over $100 million in annualised ad revenue — and that was from less than 20% of eligible users seeing ads. The full picture hasn’t even come into view yet.
At Digital Clicks Ltd, we keep a close eye on where digital advertising is heading, not just where it is right now. And what’s happening with ChatGPT ads right now deserves your full attention — especially if you’re a New Zealand business thinking about where your next ad dollar should go.
So, Where Did This Come From?
OpenAI launched a managed advertising pilot in early 2026, working with a select group of over 600 brands. The results, even at this limited scale, have been striking. With roughly 85% of Free and Go tier users eligible to see ads — but fewer than 20% actually being shown them — the platform is deliberately holding back while it fine-tunes the experience.
That restraint is deliberate. OpenAI has publicly said that fewer than 7% of ads are rated by users as “low relevance” — a figure they’re actively working to push down further. They’re not trying to wallpaper the platform with ads. They’re trying to make the ads feel like part of the conversation.
What’s Actually Happening in April?
This is where it gets exciting — or urgent, depending on how you look at it. OpenAI is opening self-serve advertiser access in April 2026. Until now, only a carefully curated group of major brands with managed accounts could run ads on ChatGPT. From April, any advertiser will be able to set up and run campaigns directly.
Think about what that felt like with Google Ads in the early 2000s, or Facebook Ads around 2012. The businesses that showed up early — before costs climbed and competition thickened — built meaningful advantages. The playbook for early movers on new ad platforms is well-established. Get in, learn the platform, test creatives, figure out what resonates before everyone else does.
“Getting in early, before competition drives up costs, is the same playbook that rewarded early movers in search and social advertising.”
And to signal it’s serious about building this into a proper ad business, OpenAI has hired Dave Dugan — a former Meta ad executive — to lead ad sales. This isn’t a side experiment. It’s a strategic revenue pillar ahead of what’s expected to be a significant IPO
New Zealand Is in the Frame
Here’s the part that should really grab your attention if you’re running a Kiwi business: OpenAI is actively exploring geographic expansion into Canada, Australia, and New Zealand. We’re not an afterthought — we’re on the list.
The timing matters. NZ businesses that start understanding how ChatGPT advertising works before it officially lands here will be far better positioned than those who wait until it’s already competitive. By then, cost-per-click will have risen, audience targeting will be more contested, and the learning curve will be steeper.
What Makes ChatGPT Ads Different?
This is probably the most important question for any business owner or marketing manager to sit with. ChatGPT isn’t a search engine in the traditional sense. People don’t go there to browse — they go there with intent, with questions, with problems they’re actively trying to solve.
That context changes everything about how advertising should work there. An ad shown mid-conversation, when a user is asking about, say, accounting software for their small business, or the best café in Auckland CBD, or how to plan a kitchen renovation — that ad isn’t interrupting anything. Done well, it’s part of the answer.
That’s the promise OpenAI is trying to deliver on. And with a “low relevance” rating of under 7%, they’re showing early signs that the format can work without annoying users into ignoring it.
What Should NZ Businesses Be Doing Right Now?
You don’t need to put budget aside today — self-serve access isn’t open yet, and NZ-specific availability is still being scoped out. But there’s a lot you can do right now to make sure you’re ready when the moment arrives.
- Understand how your customers are already using ChatGPT. Are they asking questions your business could be answering?
- Start thinking about conversational ad formats — copy that works mid-dialogue, not just as a banner headline.
- Watch what the early self-serve advertisers do when April arrives. Observe the formats, the placements, the tone.
- Make sure your Google and Meta foundations are solid — ChatGPT ads will complement these channels, not replace them, at least initially.
- Talk to a digital marketing partner (like us) about how AI advertising fits into your broader strategy.
A Word on Budget and Expectations
One thing we always tell our clients: new platforms reward patience as much as they reward speed. The goal right now is to be informed and ready — not to panic-spend on something that’s still taking shape. The $100 million in ad revenue OpenAI has generated is impressive, but it also tells us demand will be high once the doors open. That’s not a reason to rush; it’s a reason to be prepared.
OpenAI’s broader revenue ambitions — reportedly targeting more than $17 billion from ChatGPT consumers in 2026 — suggest this platform is going to grow fast and grow large. Advertising will be a key part of that story, especially for the free user base. New Zealand businesses have a narrow window to get ahead of that curve.
Our Take
At Digital Clicks Ltd, we’ve watched a lot of “next big things” in digital advertising come and go. Some lived up to the hype. Some didn’t. But ChatGPT advertising has a few things going for it that set it apart: genuine user intent, a massive and growing audience, thoughtful ad relevance controls, and a company that has every financial incentive to make advertising work well for both users and brands.
New Zealand is a small market, but that’s historically worked in our favour when it comes to early platform adoption. We’re pragmatic, we move quickly when we see opportunity, and we’re not afraid to test new things. This feels like one of those moments.
If you want to talk through what ChatGPT advertising could mean for your business specifically — your industry, your budget, your goals — we’d love that conversation. No pitch, just a proper chat.
Ready to Get Ahead of the Curve?
Chat with the Digital Clicks team about AI advertising and what it means for your NZ business.
