If you work in digital marketing, you’ve probably had the same thought recently:“People are starting to use ChatGPT for research more than they use Google.” And honestly? They are.Consumers are now asking ChatGPT for product recommendations, gift ideas, comparisons, buying advice, and even where to shop. Instead of opening ten tabs and doing their own research, they’re asking AI to do the heavy lifting for them. That shift is happening fast, and now OpenAI has officially opened advertising inside ChatGPT for New Zealand businesses.At Blackpepper, we see this as one of the biggest changes to digital advertising since the early days of Google Ads. Not because it’s “another ad platform”, but because it fundamentally changes how people discover brands online.So, What Are ChatGPT Ads?In April 2026, OpenAI expanded its ChatGPT advertising pilot into New Zealand, Australia, and Canada.Ads now appear inside ChatGPT conversations for users on Free and Go plans. These placements are designed to feel contextual and relevant to the conversation the user is already having.For example, someone might ask: “What’s the best protein powder for women?” “Where can I buy affordable outdoor furniture in NZ?” “What are the best running shoes for flat feet?” Instead of scrolling through a traditional search results page, users are getting conversational recommendations and curated answers. That’s where brands now have the opportunity to show up. And the intent behind these searches is incredibly strong.Why This Matters for Ecommerce BrandsThis is the part that gets interesting. For years, brands have focused heavily on capturing demand through Google Ads and social media. But ChatGPT sits slightly earlier in the customer journey.People aren’t just searching for a product anymore. They’re asking questions, exploring options, comparing brands, and looking for guidance. That means businesses have an opportunity to influence decisions before th...