Award-winning brandformance agency WiredCo has joined OpenAI’s pilot for ChatGPT Ads in Australia, with clients Boost Mobile and THE ICONIC among the first brands in Australia to join the program.
The move signals a shift in how brands show up at the moment that actually matters: when consumers are actively asking, comparing and deciding.
Founder & CEO at WiredCo, Ange Hampton said:
“This is one of the most exciting pilots we’ve been part of. It’s a completely new channel and a completely different way of thinking about advertising — and we’re all in.
But we’re not here pretending this is a silver bullet overnight. The real value is helping our clients get a seat at the table to learn how this new format evolves in Australia
ChatGPT is rapidly becoming a discovery and recommendation engine for consumers. And, with millions of Australians now using the platform each month, behaviour is moving fast from “search and click” to “ask and trust.”
And unlike traditional search, where intent is often pre-determined, ChatGPT sits earlier in the journey — at the point where consumers are still forming opinions. That’s where WiredCo sees the opportunity.
“This new ad channel taps consumers right in the messy middle, where decisions are actually made, whilst not ignoring the potential the platform has from an awareness and conversion point of view,” added Ange.
The agency is developing conversational ad content aligned within OpenAI’s formats, designed to sit natively within ChatGPT’s interface — useful, relevant and context-aware, with the goal being contribution over interruption.
The pilot also marks a shift in how paid media is structured.
AI Expert and Paid Media Manager at WiredCo, Sidharth Jayakrishnan said:
“The way we structure ChatGPT campaigns is fundamentally different to any other channel. It’s less about funnel stages or keyword buckets, and much more about intent and prompt categorisation.
We’re mapping campaigns to the kinds of questions people actually ask — a far more human way of planning media.”
Early feedback from WiredCo suggests the platform is already highly usable for its infancy, with features like bulk upload enabling faster campaign builds at scale.
“Beyond execution, we’re working alongside our clients to define a new, locally-aware strategy for AI-native advertising. This pilot isn’t just about media buying, it’s about helping our clients be the first to learn how to succeed in a novel category.” Added Ange.
As AI systems increasingly prioritise credible, third-party information and contextual relevance, brands that understand how to operate in these environments early will have a disproportionate advantage.
WiredCo. — an AdNews Employer of the Year, B&T Independent Agency of the Year, and Campaign Asia Agency of the Year — is one of Australia’s most awarded independent brandformance businesses.
The agency works with some of Australia’s most loved brands including Boost Mobile, THE ICONIC, Mutti, Peters Ice Cream, Pizza Hut, Red Bull, and Indeed, all wrapped up in a people-first culture.
Check out WiredCo.: Website, LinkedIn, Instagram, TikTok.
