OpenAI emailed ChatGPT Ads advertisers on October 20 that, starting Friday, October 30, it will enable "creative enhancements" for new and existing self-serve campaigns by default. OpenAI's help page gives October 29 as the start date, so opting out before the earlier date covers both.

When the setting is on, OpenAI can use an ad, its landing-page content and the context of the conversation to produce new or updated headlines and descriptions, resize images, optimise the destination URL and translate ad text into other languages. Variations may be prepared in advance or created in real time, and, in OpenAI's words, "these ads can run automatically without requiring you to review or approve each version."

Advertisers can opt out in Ads Manager before October 30 or change the setting at any time; existing account and campaign opt-outs are preserved, and a campaign setting overrides the account default. OpenAI has published no performance data for the rewrites — a practical deadline this week for brands, such as banks or drug makers, whose wording cannot legally drift.