ChatGPT Ads Creative Enhancements: Check the Default

OpenAI has told advertisers that ChatGPT Ads will start changing ads by default. The feature is called “creative enhancements”. If you do nothing, OpenAI can rewrite your headlines and descriptions, resize images, and switch the destination URL to another page on your site. You do not approve each version.

You can turn it off in Ads Manager. Check the setting now rather than waiting for a switch-on date. Here is how to check, what to decide, and what to do if it is already on.

What OpenAI is switching on

OpenAI's email to advertisers, as reproduced by PPC Land and Search Engine Roundtable, says creative enhancements will be enabled for new and existing self-service campaigns.

OpenAI says the feature uses existing ad and landing-page content to make ads more relevant to the conversation or user interests. It can make four types of change:

Copy: new or updated headlines and descriptions.
Language: translation into another language.
Images: resizing to fit the ad format.
Destination: sending people to another relevant page on your website.

“When enabled, these ads can run automatically without requiring you to review or approve each version.”

OpenAI's help page also says it does not provide a preview of every variation. You may not see every version that runs under your name.

The start date is unclear, so check now

OpenAI's own sources disagree on when this starts. Its email says Friday 30 October 2026. OpenAI's help page has said Thursday 29 October, and it now says “Thursday, October 31, 2026”. But 31 October 2026 is a Saturday, so the current date cannot be right as written.

Do not wait for OpenAI to settle it. If you want the feature off, check the setting today.

Why a UK business should check this now

OpenAI's current availability page lists the United Kingdom as available for self-service Ads Manager access.

This matters for three reasons:

Your claims are your responsibility. A rewritten headline might promise a price, delivery time or guarantee you did not write. That creates extra risk in regulated sectors.
Your destination choice is yours. OpenAI does not edit your landing page, but it can change which page the ad sends people to. That page may use a different offer, form or tracking setup.
Your test results become harder to read. OpenAI reports overall performance. Its help page says changes over time do not establish the effect of creative enhancements.

The feature may help some advertisers. The point is that you should decide. If you suspect budget is leaking across platforms, our wasted spend analysis checks Google Ads and Meta accounts.

How to check the setting now

You need access to OpenAI's Ads Manager and permission to change settings.

Find the setting. OpenAI's help page says to select “Manage settings”. Check the account setting, then check each campaign.
Decide at account level first. Set the default you want for most campaigns.
Check each live campaign. Campaign settings take priority over the account default.
Check past opt-outs. OpenAI says it preserves existing account and campaign opt-outs. Confirm them anyway.
Record the decision. Note the date, account, choice and decision owner.

Opt out or keep it?

Opt out if your ads make precise claims, you work in a regulated sector, or the chosen destination and tracking setup matter. This prevents creative enhancements from changing those elements.
Keep it if your copy is low risk and you want to observe how the versions perform. You will not see every version before it runs.

You could compare one campaign with enhancements on against another with them off. Treat this as directional evidence, not a clean test. Separate campaigns can enter different auctions and reach different people.

Judge the result with your CRM, booking system or shop orders. Platform results do not prove extra sales. Our guide to platform ROAS versus incremental ROAS explains why.

If the switch-on has already happened

You can still switch it off. OpenAI says settings can be changed at any time in Ads Manager.

Note when it was on. Record the date range.
Check where clicks landed. Look in GA4 for ChatGPT traffic arriving on pages you did not choose. Check whether UTM tags or other URL parameters remain present.
Check leads and sales. Compare the period with earlier weeks. Treat any difference as a clue, not proof.
Look for unusual enquiries. Trace leads in another language or customers quoting an offer you did not make.
Turn it back on only by choice. Record a clear start date if you test it again.

The wider lesson: defaults are decisions

Google Ads can read offers from your website and show them in ads. Our guide explains how to check Google Ads automated promotions. A reported Meta change can also alter where ad clicks go. Read our guide to Meta product browsing.

Each default may be reasonable. The risk is that nobody chose it. Every paid platform setting needs a named owner.

Not sure what your ad accounts are really doing?

Our free Wasted Spend + Tracking Confidence Check reviews Google Ads and Meta accounts. It does not review ChatGPT Ads. If ChatGPT Ads is a test alongside those platforms, the check shows whether the rest of your spend and tracking is sound.

Get your free wasted spend analysis

FAQ

Will my ChatGPT ads be rewritten automatically?

They can be, unless you opt out. OpenAI says creative enhancements will be on by default for new and existing campaigns. Its email and help page give different start dates, so check the setting now.

How do I turn off creative enhancements in ChatGPT Ads?

In OpenAI's Ads Manager, select Manage settings and turn creative enhancements off at account level and in each campaign. Campaign settings override the account default.

Can I turn creative enhancements off after they switch on?

Yes. OpenAI says you can change your settings at any time in Ads Manager. Versions that ran before you switched the feature off will already have served.

Are ChatGPT Ads available in the UK?

Yes. OpenAI's Ads Manager availability page lists the United Kingdom as available for self-service access.

ChatGPT Ads Will Rewrite Ad Copy by Default. Check This Setting Now