If you run ads inside ChatGPT, the system can now rewrite them, and it is switched on unless you say no. Starting Friday, October 30, a setting called creative enhancements is on by default for new and existing ChatGPT Ads campaigns. It lets OpenAI’s ad system change your ad copy to fit the conversation the ad appears in, and choose which page on your site the click lands on.
It is a single setting. With it on, the system may rewrite your headlines and descriptions or write new ones, translate your ad text into another language, resize your images to fit the ad format, and change the destination URL to send people to a relevant page on your site. The help page does not describe separate controls for text, translations, images or URLs.
These versions can run without you reviewing or approving each one, and Ads Manager does not show a preview for every version. So the ad a customer sees may not be the ad you wrote, and you will not see all the versions before they run.
Two things worth checking now:
- Your landing pages. The system uses your ad and your landing page as its base, so pricing, promotions, product information and availability on those pages need to be current.
- Your tracking. OpenAI’s ad creation guide says to add tracking parameters such as UTM tags directly to each ad’s destination URL, and its basics page says static parameters added that way persist on ad clicks. Verify that clicks from ChatGPT still carry your UTM tags, and still land on pages you are willing to send paid traffic to. The creative enhancements page does not say what happens to your tracking parameters when the system changes the destination, or whether you can exclude certain pages.
To turn it off, open Ads Manager and go to Manage settings. Account level settings act as your default, and campaign level settings override them. If you already saved an opt out at either level, it stays in place, and you can change the setting at any time, so switching it off now still leaves you free to try it later.
One caveat. You cannot measure the effect of this cleanly yet. Neither the Measure Results page nor the creative enhancements page describes a report that shows each enhanced version on its own, and OpenAI says plainly: “Changes over time do not, on their own, establish the effect of creative enhancements.”
