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# News Australia builds its Black Friday deal guide for ChatGPT shoppers
- URL: https://www.promptthemarket.com/news-australia-builds-ai-black-friday-campaign-for-chatbot-era/
- Published: 2026-11-09T04:30:00.000Z
- Updated: 2026-11-09T04:29:59.000Z
- Description: News.com.au Checkout's month-long push adds price catalogues updated four times a day and ten days of print wraps. YouGov found 60 per cent of likely shoppers plan to use AI to find bargains, while only one in ten would let it buy.
- Author: Editor News
- Tags: Media, Australia, News Australia, #author-james-dore

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

By **James Dore** · 2026-11-09

TLDR

News Australia launched a month-long Black Friday and Cyber Monday campaign on 9 November 2026, built to earn citation slots inside AI answer engines. YouGov data shows 60% of likely Australian shoppers plan to use AI during the sales this year, though only 10% trust it to complete a purchase without checking first.

KEY TAKEAWAYS

01News Australia's Black Friday campaign, launched 9 November 2026, targets AI platform discoverability alongside traditional search.

0260% of likely Australian Black Friday shoppers plan to use AI to find deals, up from 49% in 2025.

03News claims it is the most-cited commercial Australian publisher on ChatGPT, citing a Semrush September 2026 AI Visibility Overview.

04Digital catalogues will update merchant prices four times a day, with shoppable videos and wallet reminders rounding out the online push.

05Print wraps run across 11 mastheads for 10 consecutive days, with the campaign extending into Travel Tuesday on 1 December.

## The campaign and what it is built for

News Australia launched its 2026 Black Friday and Cyber Monday campaign on 9 November, putting news.com.au Checkout at the centre under the line "Checkout before you check out."[\[1\]](https://www.newscorpaustralia.com/news-australia-launches-first-ai-driven-black-friday-campaign-via-news-com-au-checkout/?ref=promptthemarket.com) The campaign is pitched as a discoverability product as much as a retail one: News says it is the most-cited commercial Australian publisher on ChatGPT, citing a Semrush September 2026 AI Visibility Overview as the source for that claim.[\[1\]](https://www.newscorpaustralia.com/news-australia-launches-first-ai-driven-black-friday-campaign-via-news-com-au-checkout/?ref=promptthemarket.com)

Sophie Miura, General Manager eCommerce at News Australia, said: "This year marks Australia's first truly AI-shaped Black Friday."[\[1\]](https://www.newscorpaustralia.com/news-australia-launches-first-ai-driven-black-friday-campaign-via-news-com-au-checkout/?ref=promptthemarket.com)

The digital layer includes automated catalogues that update merchant prices four times a day, one-tap mobile wallet reminders and editor-led shoppable videos on social media.[\[1\]](https://www.newscorpaustralia.com/news-australia-launches-first-ai-driven-black-friday-campaign-via-news-com-au-checkout/?ref=promptthemarket.com) Print editions across 11 state and community mastheads, including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser, will carry high-impact wraps for 10 consecutive days.[\[1\]](https://www.newscorpaustralia.com/news-australia-launches-first-ai-driven-black-friday-campaign-via-news-com-au-checkout/?ref=promptthemarket.com) The campaign then links into Travel Tuesday on 1 December to extend commercial momentum into holiday bookings.[\[1\]](https://www.newscorpaustralia.com/news-australia-launches-first-ai-driven-black-friday-campaign-via-news-com-au-checkout/?ref=promptthemarket.com)

## What the shopper numbers say

YouGov's "The bots and the basket" report, published 15 October 2026, found that 60% of likely Black Friday and Cyber Monday shoppers plan to use AI to help find deals this year, up from 49% in 2025, a rise of 11 percentage points in a single year.[\[2\]](https://yougov.com/reports/55727-au-mega-sales-report-2026?ref=promptthemarket.com) Across all Australians, 36% plan to shop the sales at all.[\[2\]](https://yougov.com/reports/55727-au-mega-sales-report-2026?ref=promptthemarket.com)

The same report shows where the enthusiasm stops: only 10% of likely shoppers are comfortable letting AI complete a purchase without checking first, and 35% say they struggle to know whether a discount is genuine.[\[2\]](https://yougov.com/reports/55727-au-mega-sales-report-2026?ref=promptthemarket.com)

## The citation claim and its limits

Semrush's public AI Visibility Index tracks brand mentions and source citations across 180 million-plus AI answers, 22 industries, 9 markets and four platforms: ChatGPT, Google AI Mode, Google AI Overviews and Gemini.[\[3\]](https://ai-visibility-index.semrush.com/methodology?ref=promptthemarket.com) Andrew Warden, Global Vice President of Marketing and CMO at Semrush, said: "AI is now a decision layer for customers, changing how they discover brands, sort through options and ultimately purchase."[\[4\]](https://www.semrush.com/news/474244-semrush-releases-2026-ai-visibility-index-revealing-its-first-uk-benchmark/?ref=promptthemarket.com)

Semrush notes that AI visibility varies by market and platform, meaning a publisher leading on ChatGPT does not automatically carry that position on Gemini or Google's AI answers.[\[4\]](https://www.semrush.com/news/474244-semrush-releases-2026-ai-visibility-index-revealing-its-first-uk-benchmark/?ref=promptthemarket.com) News Australia's release does not say which Semrush report or tool produced its figure.

## Where this sits for Australian publishers

news.com.au overtook ABC News as Australia's most-read news site in September 2026, according to Ipsos iris data covered by this publication, giving News Australia an audience argument alongside its AI-citation argument.[\[5\]](https://www.promptthemarket.com/news-com-au-overtakes-abc-news-ipsos-iris-september/)

News Australia's retail partners for the push are not named in the release. Last year's network-wide Black Friday campaign listed Harvey Norman, The Good Guys, Aldi and Priceline among its partners, with a print liftout and a live deals ticker on the mastheads' homepages, according to Mediaweek.[\[6\]](https://www.mediaweek.com.au/news-australia-launches-network-wide-push-for-black-friday?ref=promptthemarket.com)

SOURCES & CITATIONS

1. [News Australia launches first AI-driven Black Friday campaign via news.com.au Checkout](https://www.newscorpaustralia.com/news-australia-launches-first-ai-driven-black-friday-campaign-via-news-com-au-checkout/?ref=promptthemarket.com)
2. [YouGov: The bots and the basket, AU Mega Sales Report 2026](https://yougov.com/reports/55727-au-mega-sales-report-2026?ref=promptthemarket.com)
3. [Semrush AI Visibility Index: Methodology](https://ai-visibility-index.semrush.com/methodology?ref=promptthemarket.com)
4. [Semrush releases 2026 AI Visibility Index](https://www.semrush.com/news/474244-semrush-releases-2026-ai-visibility-index-revealing-its-first-uk-benchmark/?ref=promptthemarket.com)
5. [news.com.au overtakes ABC News, Ipsos iris, September 2026](https://www.promptthemarket.com/news-com-au-overtakes-abc-news-ipsos-iris-september/)
6. [Mediaweek, News Australia launches network-wide push for Black Friday (2025)](https://www.mediaweek.com.au/news-australia-launches-network-wide-push-for-black-friday?ref=promptthemarket.com)
7. [B&T, News Australia turns to AI in new Black Friday campaign](https://www.bandt.com.au/news-australia-turns-to-ai-in-new-black-friday-campaign/?ref=promptthemarket.com)

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

[James Dore](https://www.promptthemarket.com/james-dore/)

James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.