OpenAI turns on AI ad rewrites by default in ChatGPT Ads

#What happened

OpenAI emailed advertisers that "creative enhancements", automatic AI rewrites of ad creative, will be switched on by default for new and existing ChatGPT Ads campaigns. The email, first reported by Search Engine Roundtable, gives 30 October as the start date; OpenAI's help page says 29 October.

Once the setting is on, OpenAI can write new headlines and descriptions, translate ad text into other languages, resize images, and send clicks to a different page on the advertiser's site if it judges that page more relevant. The edits can draw on the ad itself, the landing page and the context of the conversation, and ads may then run "without requiring you to review or approve each version". One switch covers all four kinds of change. Advertisers can turn it off for the whole account or for one campaign, with the campaign setting winning; opt-outs made earlier stay in place.

#Why it matters

In September, the same AI text customization was an opt-in feature advertisers had to choose. Flipping the default reverses that: every advertiser must now actively opt out if they do not want OpenAI rewriting their copy. OpenAI has published no performance data from testing, and has not said how it picks a replacement landing page, whether users are told an ad was rewritten, or whether reports show which version ran. Brands with legal wording that must not change, such as banks or drug makers, may want the switch off until reports show which version of an ad was served. (Verified Oct 22, 2026)

Sources: Marketing Newsroom (26-country expansion to 89 markets, 100,000 advertisers, creative-enhancements email, Oct 22); Search Engine Roundtable (first report of the advertiser email, Oct 20); PPC Land (help-page date and controls, Oct 21).