On 20 October, Search Engine Roundtable published an OpenAI email announcing automatic ad changes. New and existing campaigns that advertisers manage themselves are included. The system can rewrite copy, translate it, resize images and choose another page on the advertiser’s site. Each version can run without another advertiser review.
The email gives 30 October as the start. OpenAI’s current help page says 31 October, with an incorrect weekday. Earlier independent checks recorded 29 October. Treat the date as unresolved and check settings before Thursday.
Existing approval
A client agrees to particular words and a destination page. That decision does not explain which later automatic changes the agency may allow.
Later changes
The account default is only part of the check. A campaign’s own setting takes priority, and existing decisions to disable changes are preserved.
Why it matters here
A media buyer may manage the settings while an account lead holds the approval email. Neither record explains the other. Bring them together before the next ad runs.
For example, a translated advert could lead to a page the client never reviewed. Agree the allowed languages and destinations with the client. Disable automatic changes where individual approval is required.
Do this before Thursday 29 October
The media buyer and account lead should allow 30 minutes to review one client’s active campaigns. Record the client decision beside each campaign setting.
01
Check the account default and each active campaign’s creative enhancements setting
02
Compare approved copy, languages and destination pages with the changes OpenAI permits
03
Ask the client which changes are allowed without another review
04
Disable automatic changes where approval is required and record each campaign’s saved setting
Try it now
Act as an agency account lead. Draft a short client email asking which automatic ChatGPT ad changes are allowed: wording, translations and destination pages. Request explicit approval and flag missing decisions. Use plain UK English. Do not invent permission or send anything.
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Connect your AISearch Engine Roundtable
20 October 2026
OpenAI advertiser email reproduced by Barry Schwartz, checked against current OpenAI help guidance
Also in that Monday’s email
Worth watching: CNN International plans automated ad sales for early 2027.
Safe to ignore: Anthropic’s fund has no announced agency grant scheme.
Run it properly
Writing an AI policy that isn't bullshit
Agree which automatic changes a client campaign can use.