ChatGPT Ads Creative Enhancements: What OpenAI Can Now Change in Your Ads, and How to Opt Out

By Saj Ali · Last updated 31 Oct 2026

Since Friday 30 October 2026, ChatGPT ads creative enhancements are switched on by default for new and existing campaigns. OpenAI can rewrite your headlines and descriptions, translate them, resize images and send clicks to a different page on your site, without you approving each version. To opt out, open Ads Manager and select Manage settings. Earlier account- and campaign-level opt-outs carry over (OpenAI Help Center).

This guide covers what changes, how to switch it off at account or campaign level, when you might leave it on, and the tracking and compliance checks to run either way. For cost benchmarks, see our guide to ChatGPT ads for digital marketers.

What are ChatGPT ads creative enhancements?

OpenAI describes creative enhancements as a way to make ads “more relevant to the conversation and user interests, helping to improve performance while reducing work to create multiple versions”. The system draws on three inputs: the context of the conversation or the user’s interests, your existing ad, and content from the ad’s landing page (OpenAI Help Center).

Variations “may be prepared in advance or created in real time based on the conversation”, and, when enabled, they “can run automatically without requiring you to review or approve each version” (OpenAI Help Center).

How did we get here?

What can OpenAI change in your ads?

Source: OpenAI Help Center, checked 31 Oct 2026.

OpenAI’s own example is a grocery ad shown in a chat about quick weeknight dinners. “Fresh groceries delivered” becomes “Groceries for quick weeknight dinners”, and the description changes to match. OpenAI notes the example “assumes the original ad and landing page support the product and delivery details shown” (OpenAI Help Center).

Two things don’t change. OpenAI says “Ads do not influence ChatGPT’s answers”, and enhancements adapt existing ads rather than inventing new offers (OpenAI Help Center). Your landing page is the source material, so whatever is on it can end up in an ad.

How do you opt out of creative enhancements?

OpenAI says you can “change your settings at any time in Ads Manager. Select Manage settings.” Account settings are the default, and campaign-specific settings take priority (OpenAI Help Center).

Opt out for the whole account

1. Sign in to ChatGPT Ads Manager (OpenAI still labels it a beta).
2. Select Manage settings.
3. Find the Creative enhancement setting. PPC Land describes a single toggle, “Subject to the Ad Tool Terms” (PPC Land).
4. Switch it off and save.
5. Check each live campaign. A campaign set to “on” overrides an account-level “off”.

Opt out for one campaign

1. Open the campaign in Ads Manager and edit its settings.
2. Set creative enhancements to off for that campaign. OpenAI doesn’t document the exact screen, but confirms campaign settings take priority over the account default.
3. Save, then check the setting has stuck.

If you opted out of the earlier text customisation, OpenAI says “Existing account- and campaign-level opt-outs are preserved”, but it’s still worth confirming in Manage settings (OpenAI Help Center).

Should you leave creative enhancements on?

If you leave it on, follow OpenAI’s preparation advice: keep ads and landing pages current “including prices, promotions, product details, and availability”, write clear and specific copy, and make sure everything complies with OpenAI’s Ads Policies (OpenAI Help Center).

A fair way to test is to duplicate a campaign, set enhancements on in one and off in the other, and compare them over the same weeks. OpenAI warns: “Changes over time do not, on their own, establish the effect of creative enhancements” (OpenAI Help Center). Practitioners are wary. PPC Land quotes Melissa Mackey: “We ended up pausing our ChatGPT ads test due to poor lead quality” (PPC Land).

How to check your UTMs and landing pages

OpenAI tells advertisers to add tracking parameters such as UTMs to each ad’s destination URL, and says static parameters persist on ad clicks (OpenAI: Create ads; OpenAI: The basics). Ads Manager can also add landing page query parameters at campaign, ad group and ad level, with the ad URL taking precedence. But the creative enhancements page doesn’t say how parameters carry over when the destination changes, or whether you can exclude pages (SEJ).

Run this check this week:

1. Set parameters at campaign or ad group level as well as on the ad URL. OpenAI hasn’t confirmed they’re added to a replacement page, but it’s the best cover available.
2. In GA4, filter for your ChatGPT ads source (for example, utm_source=chatgpt with utm_medium=cpc, or whatever you use) and look at the landing page report. New landing pages you didn’t choose are a sign of URL optimisation.
3. Look for paid clicks without UTMs. A rise in ChatGPT referral sessions that matches your ad schedule may be ads losing their tags.
4. Click a live ad yourself. On iOS, ChatGPT’s in-app browser shows only the hostname, so use Share to copy the full URL, as OpenAI’s guide advises (SEJ).
5. Audit pages that could be chosen. Remove or update old offers, and make sure key pages have clear calls to action and tracking.
6. Don’t block OpenAI’s ad crawlers. OpenAI’s create-ads guide says not to block OAI-AdsBot or OAI-SearchBot (OpenAI).

Our guide to AI analytics tools and the analytics tools category list tools that can spot these patterns faster. Our conversion optimisation tools help tidy landing pages.

Who is responsible if a rewritten ad breaks the rules?

In the UK, the CAP Code says ads must be “legal, decent, honest and truthful” (rule 1.1) and that “Primary responsibility for observing the Code falls on marketers” (rule 1.8). Rule 1.10 adds: “Marketers have primary responsibility for ensuring that their marketing communications are legal” (ASA, CAP Code section 1).

The Code doesn’t mention AI-written variations, and we’re not lawyers. But nothing in it moves responsibility to the platform because a machine wrote the line. PPC Land also notes that OpenAI’s materials don’t address who is liable for a rewritten ad, and that the toggle is “Subject to the Ad Tool Terms” (PPC Land). If you’re in a sector where wording is tightly controlled, switching enhancements off is the safer default until OpenAI publishes more detail.

How does this compare with Google and Meta?

Default-on automation isn’t new. PPC Land compared OpenAI’s move with what Meta and Google have done, and found OpenAI’s version broader, because one switch covers text, translation, images and landing pages (PPC Land).

Source: PPC Land, 21 Oct 2026.

PPC Land also notes that Criteo, an OpenAI technology partner, described its Prompt Smart Ads in June as generating creatives tailored to the user’s query inside ChatGPT (PPC Land).

If you already run Google and Meta, the AI tools in our best AI paid ads tools round-up and our AI paid ads agents guide can help you keep copy consistent across platforms. Our Adside review and Muze Ads Agent review look at two AI ad agents. For AI-generated video creative, see our guide to AI UGC ads and the design and creative tools category.

What OpenAI has not said yet

As of 31 October 2026, OpenAI’s documentation leaves these questions open (SEJ; PPC Land):

• How the system chooses a new destination URL, and whether you can exclude pages.
• Whether tracking parameters carry over when the URL changes.
• Which languages it translates into, and whether campaigns bought through OpenAI’s sales team or partners are included (the email said “self-serve”; the help page doesn’t).
• Whether “user interests” draws on ChatGPT memory or past conversations, and whether enhanced versions go through the same policy review.
• Whether there will be a report showing each enhanced version.
• Whether enhancements apply to the new multi-image ads (4 to 6 square images, “Learn more” as the only call to action).
• Who is liable if a rewritten line breaks advertising rules.

OpenAI calls Ads Manager a beta and plans more metrics and reporting over time (SEJ). Check the help page before your next campaign. For more ChatGPT ads strategy, compare our Adlyse vs Adside test of AI ad assistants, or browse the paid ads management tools in our directory.

FAQs

What are ChatGPT ads creative enhancements? They are automatic changes OpenAI can make to your ChatGPT ads to fit the conversation or user interests. They can rewrite headlines and descriptions, translate text, resize images and change the destination URL to another page on your site, using your ad and landing page as source material.

When did creative enhancements become the default? OpenAI switched them on automatically for new and existing campaigns from Friday 30 October 2026. Advertisers were emailed on 20 October.

How do I opt out of ChatGPT ads creative enhancements? In ChatGPT Ads Manager, select Manage settings and switch the creative enhancement setting off. Campaign-level settings take priority over the account default, so check each campaign too.

Will my old opt-out still work? Yes. OpenAI says existing account- and campaign-level opt-outs are preserved. It’s still worth confirming in Manage settings.

Can I approve each enhanced ad before it runs? No. OpenAI says you don’t need to review or approve each version, and Ads Manager doesn’t preview every variation.

Do creative enhancements break UTM tracking? OpenAI hasn’t said. It says static tracking parameters persist on ad clicks, but its creative enhancements page doesn’t explain what happens to them when the destination URL changes. Check your analytics for ChatGPT ad clicks without UTMs.

Who is responsible if an AI-rewritten ad is misleading? In the UK, the CAP Code puts primary responsibility for ads on the marketer, and OpenAI’s setting is subject to its Ad Tool Terms. If you work in a regulated sector, consider switching enhancements off.

Sources

Every figure above comes from the sources below, opened and checked on 31 October 2026. Vendor and third-party figures are theirs, not ours.

1. OpenAI Help Center: Creative enhancements for ChatGPT Ads
2. OpenAI Help Center: Create ads for ChatGPT
3. OpenAI Help Center: Ads in ChatGPT, the basics
4. Search Engine Journal: ChatGPT Ads turns on automatic ad changes by default (30 Oct 2026)
5. Search Engine Land: ChatGPT ads to enable creative enhancements on October 30 (21 Oct 2026)
6. PPC Land: OpenAI to rewrite ChatGPT ads by default as advertisers get days to opt out (21 Oct 2026)
7. ASA: CAP Code section 1, compliance

Last updated 31 Oct 2026. Digital Marketing Supermarket is an independent directory. Nobody paid for this article, and no company named in it saw it before publication.