GPL3 - .5:
> 'A compilation of a covered work with other separate and independent works,
> which are not by their nature extensions of the covered work, and which are
> not combined with it such as to form a larger program, in or on a volume of
> a storage or distribution medium, is called an “aggregate” if the
> compilation and its resulting copyright are not used to limit the access or
> legal rights of the compilation's users beyond what the individual works
> permit. Inclusion of a covered work in an aggregate does not cause this
> License to apply to the other parts of the aggregate.'
Doesn't that cover it pretty much?
You can distribute a GPL program, such as Ansible, and even bundle it with your playbooks, modules, etc, as those are explicitly NOT extensions of ansible, they are separate, you now have an "aggregate". And as long as you aren't modifying the original GPL program, then "Inclusion of a covered work in an aggregate does not cause this License to apply to the other parts of the aggregate". So you could licence your modules and playbooks in whatever licence you want. To be honest though, you don't need to licence them at all, if they are just for internal company use. And if you're going to distribute them, it doens't matter what licence it is.
Next, you aren't actually in 90% of circumstances, actually distributing ansible, or your playbooks. You're running it yourself (either you, or your company). That's actually one nice thing about it, you aren't installing extraneous software on the machines you're managing.
GPL covers the distribution of software, and requires the source to also be distributed along side it. It does not cover the use of it.
Wordpress, et al, are a slightly different situation. There, you actually are distributing and installing it on multiple computers. You're also distributing parts of it, in that quite a bit of it (javascript, templates, etc) are going to and from client machines, and even running bits of it on client computers. It's a bit more complicated.