OpenAI is switching on creative enhancements by default in ChatGPT Ads, a setting that lets it rewrite an advertiser's ads to fit the conversation they appear in. From Thursday 29 October, according to OpenAI's help page, the setting is enabled automatically for new and existing campaigns. An advertiser who does nothing is opted in.
The feature has changed shape since it first appeared. In July, ChatGPT Ads began offering an option to draft ads from a brand's website, and advertisers reviewed, edited and approved each generated ad before it ran. The new setting keeps the generation and drops the approval.
What OpenAI Can Change
Four parts of an ad can change. OpenAI may write new or updated headlines and descriptions, translate the ad text into another language, resize images to fit the ad format, and change the destination URL so the click goes to what it calls "a relevant page on your website".
The URL change carries the most consequence. A click from an enhanced ad can land on a page the advertiser did not pick for that campaign.
OpenAI draws on three inputs: the context of the conversation or the user's interests, the existing ad, and content from the ad's landing page. Variations can be prepared in advance or created in real time during a conversation.
In OpenAI's own example, a grocery delivery ad shown in a conversation about quick weeknight dinners keeps its offer but changes its words.
No Preview of Every Version
The help page's FAQ is direct about what advertisers give up. "You do not need to review or approve each enhanced version before it runs. The experience does not provide a preview of every variation."
The second sentence is the one with practical weight. An advertiser can see the ad they wrote, but not every version of it that a user sees. OpenAI states that ads do not influence ChatGPT's answers and remain separate and clearly labeled.
Two Dates for the Same Switch
OpenAI has given advertisers two start dates. The help page says Thursday 29 October. The email OpenAI sent to advertisers, reproduced in full by Barry Schwartz of Search Engine Roundtable on 20 October, says Friday 30 October and asks advertisers to opt out before that day.
Each weekday matches its date, so neither reads as a typo. Advertisers who want to stay out should act before 29 October, which satisfies both.
The two texts also differ on scope. The email covers "new and existing self-serve campaigns", while the help page says new and existing campaigns with no qualifier. OpenAI has not said whether campaigns outside self-serve are included.
The setting sits in the account settings of ChatGPT Ads Manager, and a campaign-level setting overrides the account default. Existing account and campaign opt-outs are preserved. Schwartz reported that the toggle was already on in his own account.
How Google Handles the Same Choice
Google already generates search ad text for advertisers. Its version, text customization inside AI Max, is a checkbox advertisers select in campaign settings, according to Google Ads Help. Advertisers can remove an individual generated asset, and switching text customization off also switches off Final URL expansion.
ChatGPT Ads now starts from the other end. Its rewriting is on unless the advertiser turns it off, and URL changes sit inside the same setting.
ChatGPT Ads
Google AdsWhat Advertisers Can Measure
Ads Manager reports impressions, clicks, spend, click-through rate (CTR) and attributed conversions at campaign, ad group and ad level. OpenAI adds its own caution: "Changes over time do not, on their own, establish the effect of creative enhancements." It has not described a way to compare enhanced and original versions directly. What those impressions and clicks cost sits outside this setting: ChatGPT ads have moved from a $60 CPM at launch to CPC bidding, with CPA bidding reported in testing, as set out in what ChatGPT ads cost.
Earlier this month OpenAI named third-party measurement partners for ChatGPT Ads, which gives some teams an outside view of results.
OpenAI's preparation advice follows from the inputs. It asks advertisers to keep ads and landing pages current, including prices, promotions, product details and availability. Because the landing page now feeds the copy, a stale price or an expired promotion on that page can end up in an ad nobody at the brand wrote.
The change fits a wider push to tailor ChatGPT Ads to each user. OpenAI has also described choosing ads by memory, using what ChatGPT remembers about a person. With creative enhancements, the ad's wording now adapts to the conversation as well as its placement.
Recap
What is OpenAI changing about ChatGPT Ads creative?
OpenAI is enabling creative enhancements by default for new and existing ChatGPT Ads campaigns. Its help page gives the start date as 29 October 2026, while its email to advertisers says 30 October. Advertisers who have not opted out will have the setting on.
How do creative enhancements work in ChatGPT Ads?
OpenAI uses the conversation context or user interests, the existing ad and the landing page to adapt each ad. It can rewrite headlines and descriptions, translate text, resize images and change the destination URL, preparing versions in advance or in real time.
What changes for advertisers running ChatGPT Ads?
Advertisers no longer approve each version before it runs, and there is no preview of every variation. Landing pages now feed the ad copy, so prices and promotions need to stay current. The setting can be turned off at account or campaign level in Ads Manager.