OpenAI raids Google and Meta as Australian commercial ambitions accelerate

OpenAI has recruited senior commercial leaders from both Google and Meta as it quietly builds out its advertising business in Australia, signalling the next phase of ChatGPT's commercial expansion.

Former Google executive Mitch Pilar announced on LinkedIn that he had joined OpenAI as a founding member of its GTM Ads Solutions team after more than 12 years with Google.

Separately, longtime Meta executive Andy Sinn also revealed he had joined OpenAI's Go-to-Market Ads Solutions team after more than a decade with Meta, where he most recently served as agency partner and global account lead for APAC.

Both executives said they would work with brands and agencies across Australia and New Zealand as OpenAI continues developing its commercial advertising offering.

In his LinkedIn post, Pilar described the opportunity as helping build "an entirely new platform" at a time when consumers are changing how they "discover, create, plan and make decisions."

"I can't wait to start shaping how AUNZ businesses show up in these moments in a way that is useful, trusted and additive," he wrote.

Sinn echoed that sentiment, saying he was excited to join OpenAI at the beginning of what he described as a rapidly evolving opportunity.

"What’s exciting is that we’re still at the very beginning—and we’re moving fast," he wrote, inviting brands and agencies to discuss advertising opportunities within ChatGPT.

The appointments build on OpenAI's growing commercial investment in Australia.

In May, the company expanded its ChatGPT advertising platform in Australia earlier this year, introducing self-serve campaign management, cost-per-click bidding and enhanced measurement tools as it looks to mature its commercial model.

The rollout allows advertisers to buy campaigns through partners or a beta Ads Manager, while accessing familiar campaign structures, conversion reporting and optimisation tools.

It also builds on the company's decision to open its first Australian office in Sydney late last year, describing the move as a long-term commitment to supporting local customers, developers and commercial partners.

Together, the appointments suggest OpenAI is moving beyond establishing a local presence and is now investing in experienced commercial talent as it competes for advertising budgets traditionally flowing to Google and Meta.