ChatGPT Ads · QUICK HIT
ChatGPT Ads creative enhancements go on by default
OpenAI will start adapting ads to the conversation by default, for new and existing campaigns. You can opt out before Oct 29 or change the setting at any time in Ads Manager.
Jerry Quin2 min read1 source
Illustration: The Keywordless.
The short answer
What changed
Creative enhancements let ChatGPT Ads adapt your ad to the conversation, using your existing ad and landing-page content. They can include new or updated headlines and descriptions, image resizing, destination-URL optimization and translation. OpenAI's help page now says that "starting Thursday, October 29, 2026, creative enhancements will be enabled automatically for new and existing campaigns."
Who has it
Anyone running ChatGPT Ads campaigns who hasn't opted out. Existing account- and campaign-level opt-outs are preserved, and campaign settings take priority over the account default.
What I'd do this week
Advice, not from OpenAI: decide before Oct 29 which campaigns can run adapted ads, and opt the rest out in Ads Manager. The steps I'd take are below.
My take
My default is to turn it off. The best way to find out is to split the campaign and test it.
- Google already does this with AI Max, where the ads that run aren't always versions I've seen or approved. I'm used to that.
- But this is a new platform with a different engine, so I'm not sure what to expect.
What can change
The help page lists four things OpenAI may change:
- Headlines and descriptions: new or updated text that connects your offering to the conversation or user interests.
- Language: your ad text translated into another language.
- Images: resized to fit the ad format.
- Destination URLs: optimized to send people to a relevant page on your website.
Enhancements can draw on the context of the conversation or user interests, your existing ad and content from the ad's landing page. Variations may be prepared in advance or created in real time.
No approval step
"When enabled, these ads can run automatically without requiring you to review or approve each version." The page also says the experience does not provide a preview of every variation.
Measuring it
Ads Manager reporting covers delivery and results at the campaign, ad group and ad levels. OpenAI adds a caveat of its own: "Changes over time do not, on their own, establish the effect of creative enhancements."
To give creative enhancements accurate information to work from, OpenAI advises keeping ads and landing pages current, including prices, promotions, product details and availability, and writing clear, specific copy.
What I'd do with it
This is my advice, not OpenAI's.
Go through every ChatGPT Ads campaign before Oct 29. Opt out the ones where the wording has to stay exactly as approved: regulated claims, legal or compliance-reviewed copy, or offers with strict terms. Because campaign settings beat the account default, you can leave the account on and switch off only those campaigns, or the other way around.
Check the landing pages behind each ad. Enhancements pull from them, so an expired promotion or an old price there can end up in an ad you never saw.
Destination-URL optimization can send clicks to other pages on your site. Make sure your conversion tracking covers those pages too, not only the landing page you picked.
If you leave it on, note the date in your change log so you can line it up against your numbers later.
Jerry Quin
Jerry Quin is the pen name of a paid media practitioner who has managed Google Ads accounts at an agency for 10 years. He writes about Google Ads, Microsoft Ads, ChatGPT Ads, and the rest of paid media and digital marketing, from what's rolling out to what he'd actually do about it.