OpenAI turns on automatic creative enhancements for ChatGPT Ads
OpenAI has begun emailing advertisers to say creative enhancements will be switched on automatically for new and existing self-serve ChatGPT Ads campaigns from 30 October 2026. The setting is already toggled on in at least one advertiser's account, and brands can opt out before that date or change the setting at any time in Ads Manager.
Under the change, OpenAI will draw on an advertiser's existing ad copy and landing-page content to rewrite headlines and descriptions, resize images, optimise destination URLs and translate ad text into other languages. Variations may be prepared ahead of time or generated in real time from the conversation, and the resulting ads can run without a human reviewing or approving each version.
Account and campaign-level opt-outs already in place will be preserved, and campaign-specific settings take priority over account defaults. The move shifts ChatGPT Ads towards automated, context-matched creative, which means the landing page and ad copy a brand supplies may no longer be the exact wording a user sees.
Reaction among advertisers was mixed. One marketer said they had paused a ChatGPT Ads test over poor lead quality, while another warned that platforms framing automation as less work are usually serving more ads into placements the advertiser did not choose.
Reported by Search Engine Roundtable ↗
Topics: ChatGPT, AI advertising