OpenAI turns on automatic ad changes for ChatGPT Ads by default
OpenAI is enabling "creative enhancements" by default for all new and existing ChatGPT Ads campaigns starting October 30, 2026. This feature allows the advertising system to automatically rewrite headlines, descriptions, and destination URLs to match the specific conversation in which the ad appears. Unlike previous optional settings introduced in September, these changes run without individual…
What you can do with it
AI at Work →Check if your ad links keep tracking tags in ChatGPT Ads
Automatically rewrites ad text and links to fit the user's conversation.
- Who for
- marketers
- Cost
- Price not stated
- Effort
- minutes
Use it for
- Review landing page accuracy
- Opt out of auto-changes
How to set it up · From the article
- Go to Ads Manager settings
- Check if creative enhancements are on
- Test a click to see if UTM tags remain
Watch out Docs don't say if tracking tags survive web address changes
ChatGPT Ads in the tool directory · 5 changes covered
Key points from the news
- OpenAI activates automatic ad copy and URL changes by default for ChatGPT Ads on Oct 30.
- Advertisers can opt out via Ads Manager, but no preview is shown for automated variations.
- Documentation lacks details on how UTM tags persist when the system changes destination URLs.
The system uses the conversation context, user interests, and the advertiser's landing page to generate variations. It may also translate ad copy and resize images. While advertisers can opt out at the account or campaign level, the current help documentation does not clarify how tracking parameters like UTM tags are handled when destination URLs are modified. OpenAI also launched a multi-image ad format in open beta on October 26, allowing 4-6 square images per ad, though it is unclear if creative enhancements apply to this new format.
Marketers are advised to verify that their analytics tracking persists through these automated changes and that landing pages remain accurate, as the system may direct users to different pages than originally intended. OpenAI notes that it does not yet provide specific reporting for each enhanced version of an ad.
ChatGPT Ads Turns On Automatic Ad Changes By Default via @sejournal, @MattGSouthern
Search Engine Journal · 30 October 2026
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This text was published by Search Engine Journal and written by Matt G. Southern. It is reproduced here with attribution so you can read it in full; the rights remain with the publisher. Read it at the source ↗
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