ChatGPT Ads Will Rewrite Your Ads From 30 October Unless You Opt Out

From 30 October 2026, OpenAI is enabling creative enhancements on ChatGPT Ads campaigns by default. In its own words, enhancements "can include new or updated headlines and descriptions, image resizing, destination-URL optimization, and translation into other languages", and the enhanced ads "can run automatically without requiring you to review or approve each version". An advertiser who does not want that has to switch it off in Ads Manager.

What OpenAI will change

• Headlines and descriptions, rewritten to connect the ad to the conversation or the user's interests.

• Images, resized to fit the ad format.

• The destination URL, which may be pointed at a different page of your site.

• The language, translated for users who write in another one.

OpenAI says the material is "your existing ad and landing-page content". It has not said how a replacement landing page is chosen, whether pages can be excluded, or which report shows the version that ran.

The dates differ by account

OpenAI's emails gave different start dates. The email to our own account, sent on 20 October, said Friday 30 October, for "new and existing self-serve campaigns". The email to a client account we manage, sent on 21 October, said Saturday 31 October, for "new and existing campaigns". PPC Land reported that OpenAI's help page gave Thursday 29 October. Treat the earliest date as the deadline.

How to opt out

In Ads Manager, open Settings, find the Creative enhancement card and switch it off. The setting sits at account level as the default for every campaign and can be overridden campaign by campaign, and a campaign setting wins over the account default. OpenAI says existing opt-outs are kept. The Advertiser API has no field for it, so a tool built on the API cannot read or change it: it is a click in Ads Manager, account by account.

Whether to keep it on

Switch it off where any of these apply:

• Regulated or approved claims. Finance, health and legal advertisers, and any brand whose copy goes through legal review, cannot let a model rewrite it unseen.

• A landing page that has to stay fixed. Conversion tracking, a campaign-specific offer or a compliance page all depend on the URL you chose.

• Measurement you are relying on. When headlines and pages change without a record of which version ran, a test result stops meaning what it says.

• Markets where a translation could misstate the offer.

Keeping it on can make sense for a single-language account with a small creative team and a homepage that converts as well as any other page. Our default on the accounts we manage is off, and we turn it on campaign by campaign where a test needs it.