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.

What Creative Enhancements Can Change

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…