OpenAI switched on a feature called creative enhancements for ChatGPT Ads around October 29 and 30, 2026. It lets the system rewrite your ad text, resize images, translate copy and change which page on your site a click lands on, without asking you to approve each version. OpenAI told advertisers about it in an October 20 email, reported by Search Engine Roundtable and PPC Land, and in a help center article.

What’s new

According to OpenAI’s email and help article, as reported by PPC Land, one toggle in ChatGPT Ads Manager now covers four changes, and it’s on unless you turned it off:

  • New or rewritten headlines and descriptions, built from your existing ad and landing page.
  • Resized images to fit different placements.
  • Different destination URLs on your own site, picked to match the conversation.
  • Ad text translated into other languages.

The toggle covers all four together. You can set it at the account level and override it per campaign in the Settings area of Ads Manager. Earlier opt-outs carry over, and OpenAI says you can change the setting at any time.

OpenAI’s weekly advertiser email on October 30, covered by Search Engine Roundtable, added two more changes: a wider standard ad card on desktop that uses existing creative, and multi-image ads, now in open beta for all advertisers.

Who it affects

Any business running self-serve ads in ChatGPT. The risk is highest for advertisers in regulated fields, such as law, finance and health, where wording is reviewed, and for anyone whose landing pages differ by offer or location. A changed destination URL can send a paid click to a page with the wrong price, an expired offer or no form. A translated ad can reach people your sales team can’t serve.

Our take

Automatic ad changes can find better wording, and we’re not against testing them. We’d want to choose that, though, and we’d want it on one campaign first. If you advertise in ChatGPT, open Ads Manager settings today and decide whether creative enhancements should stay on. If you keep them, check which landing pages are getting traffic in your analytics this week, and make sure every page on your site that could receive a click has a working form and current offer.

Need help reviewing paid campaigns across Google, Microsoft and ChatGPT? See our PPC management service or start with a free audit. For background on how ChatGPT reaches customers, read our post on the GPT-6 rollout. Source: OpenAI’s help article on creative enhancements.