ChatGPT Ads switched creative enhancements on by default, rewriting ads without advertiser review

OpenAI emailed advertisers on October 20 to say creative enhancements will be enabled automatically for new and existing self-serve ChatGPT Ads campaigns. The system can rewrite headlines and descriptions, resize images, change the destination URL and translate ad text, and those versions can run without the advertiser reviewing or approving each one.

Enhancements draw on the advertiser's own ad and landing page content plus conversation context or user interests, and variations may be prepared in advance or generated in real time. OpenAI's help page says the feature does not provide a preview of each variation. To opt out, open Settings in Ads Manager, find the Creative enhancement card and switch the toggle off; the toggle covers all four enhancement types together. Account-level and campaign-level settings both exist, campaign settings override the account default, and existing opt-outs at either level are preserved. The start date is reported inconsistently: OpenAI's email gave Friday October 30, 2026 while its help page gives Thursday October 29, 2026, so advertisers who want to review every version should opt out before October 29. When the feature launched on September 16 it was opt-in and covered only text and translation.