Creative Enhancements: modifying ads in ChatGPT Ads without advertiser involvement

OpenAI plans to enable Creative Enhancements by default in ChatGPT Ads, a feature that lets the AI independently modify ads.

The system will be able to rewrite headlines and descriptions, translate text into other languages, resize images, and direct users to more relevant pages on the advertiser’s website.

To do this, it will use the original ad, landing page content, the context of the user’s conversation with ChatGPT, and their interests. New ad variations may be created in advance or in real time based on the conversation.

Modified ads may be shown without prior approval from the advertiser. You also will not be able to review all ad variations before they launch.

For example, if a user is discussing what to make for dinner with ChatGPT, the system may modify a grocery delivery ad to emphasize products for quick meal preparation. OpenAI itself gives this example.

Additionally, on October 29, 2026, the feature will be automatically enabled for new and existing ad campaigns. However, in the published letter to advertisers, the company listed October 30 for new and already launched campaigns in the self-serve ad account.

You can disable Creative Enhancements in Ads Manager at the account or individual campaign level. If the feature was already disabled, those settings will remain in place. Settings for a specific campaign take priority over general account settings.

OpenAI recommends keeping landing page information up to date, including prices, promotions, and product availability. The system may use this data when modifying ads.