Key points
- Starting Oct. 30, creative enhancements switch on automatically for every ChatGPT Ads campaign, old and new, unless an advertiser already opted out at account or campaign level.
- The system can rewrite headlines and descriptions, translate copy, resize images and pick a different landing page, with no per-version approval or preview in Ads Manager.
- OpenAI's help pages do not explain how UTM tags carry over when the destination changes, nor whether advertisers can exclude pages.
- Opting out is available any time under Manage settings in Ads Manager, and campaign settings override account settings.
Why it matters for marketers: Ads may now reach users in forms you never reviewed, and pointing to other pages could break tracking, so teams need to audit landing pages and analytics now.
OpenAI has made creative enhancements an on-by-default setting for ChatGPT Ads, according to its help page. The change took effect Oct. 30 and covers both new and existing campaigns. Advertisers who had already opted out at the account or campaign level keep that choice.
With the setting active, OpenAI's system can adjust ad headlines and descriptions to suit a conversation, translate the text, resize images and send clicks to a different page on the advertiser's site. Variations can run without advertiser approval, and Ads Manager does not show a preview of each one. OpenAI says it builds them from the conversation topic or user interests, the original ad and the landing page.
For marketers, the main issue is control. The ad a user sees may differ from the one you wrote, so the accuracy of prices, promotions, product details and availability on your landing page matters more. Search Engine Journal also notes that the help pages do not say how tracking parameters behave when the destination URL changes, and that no report breaks out performance by enhanced version.
Teams should review their settings in Ads Manager and decide whether to keep the feature on. If you leave it on, check that ChatGPT clicks still carry your UTM tags and land on pages suited to paid traffic. It is also unclear whether the feature applies to the new multi-image format, which entered open beta Oct. 26. OpenAI calls Ads Manager a beta and says more reporting is coming.
Sources
This brief is our own summary. Read the full reporting at the source.
