The advertising landscape for law firms is about to shift dramatically. OpenAI has officially announced it will begin testing advertisements within ChatGPT, marking a pivotal moment that could reshape how legal practices reach potential clients. With over 700 million weekly users globally, ChatGPT represents a massive new channel that forward-thinking law firms cannot afford to ignore.
But here’s the critical question: Is your firm positioned to capitalise on this opportunity, or will you be playing catch-up while competitors capture the early-mover advantage?
What We Know About ChatGPT Ads
On 16 January 2026, OpenAI announced it will begin testing ads within ChatGPT in the coming weeks, a highly anticipated decision that could kick-start a lucrative new revenue stream for the artificial intelligence startup.
The initial rollout will be targeted and measured. OpenAI plans to start testing ads in the U.S. for the free and Go tiers, with Plus, Pro, Business, and Enterprise subscriptions remaining ad-free. ChatGPT Go, OpenAI’s low-cost subscription tier, is priced at $8 USD per month and has already launched in over 170 countries.
So what will these ads actually look like? According to the announcement, advertisements will appear at the bottom of answers in ChatGPT when there’s a relevant sponsored product or service based on your current conversation. This contextual placement represents a fundamentally different approach to advertising compared to traditional search or social media channels.
OpenAI has been careful to address trust concerns head-on. OpenAI stated that ads do not influence the answers ChatGPT gives you, with answers optimised based on what’s most helpful to the user. Ads will always be separate and clearly labeled.
Why This Matters for Australian Law Firms
Consider how potential clients currently find legal help. They might search Google, ask friends for referrals, or increasingly, turn to AI assistants like ChatGPT to understand their legal situation before seeking professional advice.
When someone asks ChatGPT questions like “What should I do after a car accident?” or “How does divorce work in Australia?”, they’re often in the early stages of their legal journey. They’re gathering information, assessing their options, and—crucially—forming impressions about which firms might be able to help them.
This represents a fundamentally different kind of advertising opportunity. Unlike traditional keyword-based advertising where you bid on search terms, ChatGPT ads will be contextual and intent-based. The AI has already engaged with the user, understood their situation through conversation, and can serve ads to people who are genuinely seeking legal assistance.
For law firms, this means reaching potential clients at a moment when they’re actively researching legal issues—not just searching keywords, but actually explaining their circumstances and asking substantive questions.
The Privacy and Trust Framework
OpenAI has outlined five principles governing how it will approach advertising, and these are worth understanding for any firm considering this channel.
OpenAI’s conversation privacy principle states that they keep conversations with ChatGPT private from advertisers and never sell user data to advertisers. Users can also turn off personalisation and clear any data used for ads at any time.
Importantly for legal services, advertisements will not appear near sensitive or regulated topics like health, mental health or politics. The company also said it will not sell user data or conversations to advertisers.
OpenAI doesn’t plan to advertise in conversations about regulated topics including health, mental health or politics, and ads won’t be shown to users under 18-years-old. This creates both limitations and opportunities for legal advertisers—while certain sensitive topics may be restricted, the overall environment is designed to maintain user trust.
The Early Adopter Advantage
History teaches us that early adopters of new advertising platforms often achieve significantly better results than latecomers. When Google Ads first launched, advertisers who understood the platform early could acquire clients at a fraction of what it costs today.
The same pattern has played out with Facebook advertising, LinkedIn, and virtually every major digital platform. Early adopters benefit from lower competition, better pricing, and the learning curve advantage that comes from understanding a platform before it becomes saturated.
ChatGPT ads present a similar opportunity. With 700 million weekly users and a highly engaged audience asking substantive questions, the platform offers access to potential clients who are actively seeking information. As the advertising system matures and more competitors enter, costs will inevitably rise.
What Australian Law Firms Should Do Now
While ChatGPT ads aren’t available in Australia yet, the testing phase in the US provides a window to prepare. Here’s how to position your firm for success.
Build Your Foundation with GEO and AEO
Before you can effectively advertise on AI platforms, you need to understand how to show up organically in AI-generated responses. This is where Generative Engine Optimisation (GEO) becomes critical.
GEO focuses on optimising your content and online presence so that AI systems like ChatGPT recommend your firm when users ask relevant questions. Think of it as the AI equivalent of traditional SEO—but instead of ranking in search results, you’re becoming the answer that AI assistants provide.
The connection between organic AI visibility and paid advertising is significant. If ChatGPT already recognises your firm as an authority in your practice areas, your advertising will likely perform better because there’s existing credibility. Understanding SEO vs GEO for law firms helps you allocate resources effectively between traditional search optimisation and the emerging AI landscape.
Strengthen Your Digital Presence
AI systems don’t pull recommendations from thin air. They analyse content across the web—your website, reviews, citations in articles, social media presence, and more. The firms that show up in AI recommendations are those with strong, consistent digital footprints.
This means your law firm marketing strategy for 2026 needs to encompass not just how you appear in traditional search, but how AI systems perceive and recommend your services. Your website content, Google Business Profile, client reviews, and professional directory listings all contribute to how AI platforms understand your expertise.
Develop Clear, Helpful Content
ChatGPT ads will be contextual—served based on the conversation the user is having. This means your firm’s content strategy needs to anticipate the questions potential clients ask and provide genuinely helpful answers.
If someone is discussing property settlement in a divorce, the most effective ads will come from firms that can seamlessly connect that conversation to their expertise. Your content strategy should focus on creating substantive, educational resources that demonstrate deep expertise in your practice areas.
Understand the Investment Required
Like any advertising channel, ChatGPT ads will require budget and expertise to execute effectively. Firms that have already invested in understanding PPC advertising fundamentals will have an advantage, as many principles of paid advertising—testing, optimisation, targeting, conversion tracking—will apply.
However, the conversational nature of ChatGPT ads means new skills will also be required. Understanding how users interact with AI assistants, what questions they ask, and how to position your firm as the logical next step in their journey will be critical.
The Bigger Picture: AI and Legal Marketing
ChatGPT ads represent just one piece of a broader transformation in how potential clients discover and choose law firms. Google AI Overviews are already changing search behaviour, and multiple AI platforms are exploring advertising models.
The firms that thrive will be those that view AI not as a threat but as a new channel to reach clients who genuinely need legal help. This requires a brand strategy that translates across traditional and AI-powered channels, and a marketing approach that builds genuine authority rather than simply chasing short-term visibility.
Key Takeaways
ChatGPT advertising is coming, and it will fundamentally change how law firms can reach potential clients. The platform’s conversational nature means ads will reach people at moments of genuine need, not just when they’re typing keywords.
Australian firms have a window to prepare. Focus now on building your organic AI presence through GEO strategies, strengthening your digital footprint, and creating genuinely helpful content that demonstrates expertise. When ChatGPT ads become available in Australia, you’ll be positioned to capture the early-mover advantage rather than scrambling to catch up.
The question isn’t whether AI advertising will matter for law firms—it’s whether your firm will be ready when it arrives.
Ready to Future-Proof Your Law Firm’s Marketing?
The AI advertising revolution isn’t coming—it’s already here. While your competitors are still figuring out what GEO means, you could be building the foundation that positions your firm as the go-to recommendation when potential clients turn to AI for legal guidance.
At Practice Proof, we help Australian law firms navigate the rapidly evolving digital landscape. From developing your AI visibility strategy to optimising your entire marketing ecosystem for the channels that will matter most in 2026 and beyond, we’re here to ensure your firm doesn’t just keep up—but leads.
Book a free strategy session to discover where your firm stands in the AI-readiness landscape and what steps you can take today to capture tomorrow’s clients.
