Creative enhancements are now on by default in ChatGPT Ads. Here's what they can change, how to opt out, and the tracking questions still open.

OpenAI is activating creative enhancements, a feature that allows its advertising system to automatically change ads based on the conversation they appear in, by default for new and existing ChatGPT Ads campaigns starting Friday, Oct. 30, according to OpenAI’s help page.

With this setting on, the advertising system can change the copy of an ad to fit the conversation it appears in and choose which pages on the advertiser’s website the ad will direct users to after clicking the ad. These variations of the same ad can run without the need for each one to be reviewed or approved by the advertiser, and Ads Manager doesn’t display a preview for every version of the ad.

Any opt-outs saved at either the account level or campaign level stay intact.

OpenAI’s ad system may rewrite headlines and descriptions or write new ones, translate ad text into another language, resize images to fit the ad format, and optimize the destination URL to send people to a relevant page on the advertiser’s website.

To create the variations, the system relies on the subject matter of the conversation or the user’s interests, what exists (the advertisement), and what is on the landing page of the advertisement. It may create versions ahead of time or create them during a conversation.

On September 16th, OpenAI introduced the AI-powered text customization feature in an optional feature set-up process.

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