ChatGPT Ads Turns On Ad Rewrites by Default: Check Your Setting

OpenAI says ChatGPT Ads are live in 26 more countries and has switched on automatic ad rewrites by default. That means your ads may now run in versions you never reviewed.

Search Engine Roundtable summarized the expansion and the new formats.

What changed

So what’s actually new? OpenAI’s weekly email to advertisers included these updates, as Search Engine Roundtable reported:

• ChatGPT Ads are live in 26 more countries, for 89 countries in total.
• A wider standard ad card on desktop, which uses existing campaigns and needs no action from you.
• Multi-image ads in open beta for all advertisers.
• Shopify integration, now available internationally.

Barry Schwartz called some of the announcements “kind of old,” like expanding to 26 countries and over 100,000 advertisers.

Search Engine Journal reports that creative enhancements are on by default starting Oct. 30.

My read: the new parts are the format and the rewrites.

The rewrites need your attention

Search Engine Journal went deeper on what the rewrites actually touch:

• Headlines and descriptions
• Translations of your ad text
• Your images, resized
• Destination pages, so clicks can go to a different page on your site

Those versions are built from the subject of the conversation or the user’s interests, plus your existing ad and your landing page.

So the copy a shopper reads may never have passed through your hands. That’s a lot of moving parts for one ad.

Checking an ad used to mean reading your own copy. These rewrites change what you’re actually approving, and that’s a different job.

And the rewrites can run without you reviewing or approving each one. Ads Manager doesn’t show a preview for every version, so you may never see the one a user gets.

So how do you know which version ran? Mostly, you don’t.

Neither OpenAI page describes a report that shows each enhanced version on its own. Not yet.

OpenAI’s own page puts it this way: “Changes over time do not, on their own, establish the effect of creative enhancements.”

Read that twice. You can’t check what you never see.

What the docs don’t say yet

You can opt out in Ads Manager under Manage settings. Account-level settings act as the default, and campaign-level settings take precedence over them.

Any opt-outs you already saved stay intact.

But the help page describes enhancements as one setting, so the docs don’t break it down for you.

Until the docs say more, the settings are the best place to start. Check them before you assume the defaults match what you want.

Three things are still open, and none of them has a clear answer yet:

• Whether your UTM tags survive when the destination changes
• Whether you can exclude pages
• Whether you can control text, translations, images and destination URLs separately

Tracking is the open question that matters most to me. I’d put it at the top of your list.

OpenAI tells you to add UTM tags to each ad’s destination URL, and it says static parameters persist on clicks.

Though the destination itself can change, and that’s the part I’d watch most closely.

If a rewrite changes the destination and the tags don’t follow, your reports could show clicks without showing where they landed. You’d only notice late.

Multi-image ads add another unknown. OpenAI’s pages don’t say whether creative enhancements apply to them.

Each of the four to six square images links to one identical URL, and Learn more is the only call to action.

Why it matters

If you run ChatGPT Ads, treat this as a settings check, and do it this week. Open Ads Manager and look at the creative enhancements setting for every account and campaign.

Then note which ones are on, so you know where you stand.

Should you switch it off? That’s your call. I’d check the landing pages and tracking first.

My guess is most advertisers will leave it on, and that’s fine if their pages are current.

My worry is the page that still shows last month’s price, and no setting can fix that for you. Check it.

Neither report names the new countries. Check whether your market is covered before you spend more.

My advice is simple: spend some time on the settings and landing pages first. Then decide whether a rewrite is worth the risk for your business.

Still, I’d hold off on judging results until you know whether your UTM tags survive when the destination changes.

A clean report means little if the link has moved, and a moved link is exactly what a rewrite can cause.

Common Questions

Does creative enhancements apply to multi-image ads?

Neither the ad guide nor the enhancements page, checked October 30, says if multi-image ads are covered. Search Engine Journal found no indication either way, so check the setting first.

How do I turn off automatic ad rewrites in ChatGPT Ads?

Open Ads Manager, go to Manage settings, and switch off creative enhancements at the account or campaign level.

Do the new countries come with a list?

Neither report names the new countries. Search Engine Roundtable says ChatGPT Ads now run in 89 countries in total, so check your targeting options in Ads Manager.