ChatGPT Ads will rewrite and resize ads automatically by default.
OpenAI is turning on automatic creative enhancements for ChatGPT ads by default at the end of October. The setting lets the system rewrite ad text, translate it, resize images and change the landing page without advertisers approving each version.
An email to advertisers, published by Search Engine Roundtable on 20 October, says the change applies to new and existing self-serve campaigns from Friday 30 October. Enhancements can produce new or updated headlines and descriptions, translations, images resized to fit ad formats, and clicks sent to a more relevant page on the advertiser's site. Variations can be prepared in advance or generated in real time based on the conversation or the user's interests.
Advertisers can opt out before the switch or at any time in Ads Manager. Existing opt-outs at account and campaign level stay in place, and campaign settings override the account default.
Some search marketers were unimpressed. Melissa Mackey said her team had already paused a ChatGPT ads test because of poor lead quality and was now glad it had. Neither the email nor Search Engine Roundtable says which markets the change covers, and there is nothing specific to Saudi Arabia, the UAE or the wider region.
Brands testing ChatGPT ads from the Gulf should check the setting now. Automatic translation sounds handy for Arabic and English campaigns, but it also means copy reaching users that nobody on the brand side has read. Regulated categories and anyone with strict Arabic tone rules will probably want it off until they have seen what it produces.
Why it matters
Default-on AI rewriting hands OpenAI control of ad copy, translation and landing pages unless advertisers opt out, a real brand-safety question for bilingual Gulf campaigns.
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