OpenAI Auto Enabling Creative Enhancements In ChatGPT Ads

OpenAI sent emails to advertisers, including me, saying it has automatically turned on a feature called creative enhancements for my ChatGPT ads. The email says this will start on October 30, 2026. Advertisers can choose not to use the feature or change their settings at any time in Ads Manager.

OpenAI explains that creative enhancements are meant to make ads better match what people are talking about and what interests them. OpenAI says this could help ads perform better and save advertisers from having to make many different versions themselves. OpenAI will use information from existing ads and the web pages those ads lead to. It may write or change headlines and descriptions, resize images, improve the web page links used in ads, or translate ads into other languages.

The email says:

Starting Friday, October 30, 2026, we will turn on creative enhancements for your new and existing self-serve advertising campaigns.

Creative enhancements help make your ads fit the conversation or the user's interests better. This may help your ads work better while saving you the time and effort of making several versions.

We use the words and information from your existing ads and the web pages they link to. We may create or change headlines and descriptions, resize images, improve the links that people click, or translate ads into other languages.

When this feature is turned on, these different versions of your ads can run automatically. You do not need to check or approve each one before it appears. You can turn off creative enhancements before October 30, 2026, or change your settings at any time in Ads Manager. If you have already chosen to turn off this feature for your account or a campaign, we will keep those choices. Settings for a specific campaign will take priority over the default settings for your whole account.

Here is the option in your advertising account settings. You can see that it is turned on in my account:

Here is a screenshot of the email:

Creative enhancements can look at what someone is talking about in ChatGPT, what interests that person, your existing ad, and the information on the web page your ad links to. OpenAI may change headlines and descriptions, resize pictures, choose better web page links, or translate ad text to make ads more relevant. It may prepare different versions of ads ahead of time or create them right when someone is having a conversation. When the feature is on, these ads can appear automatically without you having to check or approve every version.

Here are the things OpenAI can change:

• Headlines and descriptions: OpenAI may write new text or change existing text to connect what you are offering with the conversation or the person's interests.
• Language: OpenAI may translate the words in your ad into another language.
• Images: OpenAI may change the size of images so they fit the ad properly.
• Destination URLs: OpenAI may improve the web links in your ads so people go to a more relevant page on your website.

For more information, read this help document.

Here are some reactions from people who work with pay-per-click advertising, also called PPC:

@AnthonyHigman Oh no. We stopped our test of ChatGPT ads because the people who responded to our ads were not good potential customers. Now I am glad we stopped. I do not think this is okay.

— Melissa Mackey (@Mel66) October 20, 2026

I want to say this again. When an advertising platform tells you that a feature means less work for you, you can almost be sure that what it really means is that the platform will show more of your ads in places where you do not want them to appear. I believe this is a way of cheating advertisers.

Believe me when I say that OpenAI does not care at all about saving you time or work. Not even a little.

— Anthony Higman (@AnthonyHigman) October 20, 2026

There is also a discussion about this on X.