# OpenAI turns on "creative enhancements" in ChatGPT ads from 29 October

> OpenAI will switch on creative enhancements for new and existing ChatGPT ad campaigns from 29 October 2026. What it changes and how to opt out.
- **Author**: Marxx
- **Published**: 2026-10-21
- **Category**: AI ads
- **URL**: https://marxx.ai/library-news/chatgpt-ads-creative-enhancements-on-by-default

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OpenAI will switch on "creative enhancements" for new and existing ChatGPT ad campaigns from **Thursday, 29 October 2026**, unless you opt out. With it on, OpenAI can rewrite your headline and description, translate your ad, resize images and change the landing page, without showing you each version first.

## What we know

- **Confirmed by OpenAI:** its [help centre page](https://help.openai.com/en/articles/20001614-creative-enhancements-for-chatgpt-ads), updated on 21 October 2026, gives the 29 October start and covers new and existing campaigns.
- **Reported:** an email to advertisers, shared by [Search Engine Roundtable](https://www.seroundtable.com/openai-chatgpt-ads-enabling-creative-enhancements-42344.html) on 20 October, said Friday 30 October and named self-serve campaigns. Plan for the earlier date.
- OpenAI builds each version from your ad, your landing page and the topic of the chat.
- Versions can run automatically. OpenAI says there is no preview of every variation.
- If you already opted out at account or campaign level, that choice stays.

## What it means for your ad account

- ChatGPT may show words you never wrote. If your landing page lists an old price or an ended offer, the ad can repeat it.
- A translated ad may reach people in a language your sales team does not handle.
- The destination URL can change, so check that every page on your site can take a visitor.

This is the second "on unless you say no" switch this month. Meta turns on [product browsing in existing ads on 28 October](/news/meta-product-browsing-on-by-default-october-28).

## What to do this week

1. **Decide before 29 October.** In Ads Manager, open your account settings and select Manage settings. Turn it off for the account, or per campaign.
2. **Update your landing pages.** Prices, offers and stock should be current, because OpenAI writes from them.
3. **Note the date** in your [weekly ad report](/templates/weekly-ad-report-template), so a change in results has an explanation.
4. **If you keep it on,** test it on one campaign first. Rotating fresh angles yourself still matters, as [creative diversity](/glossary/creative-diversity) explains.

## FAQ

### Does this change ChatGPT's answers?

No. OpenAI says ads do not influence ChatGPT's answers and are labelled separately.

### Can I see every version OpenAI writes?

No. OpenAI says it does not provide a preview of every variation. You see results in Ads Manager reports.

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