The ad you did not write
Creative enhancements are now on by default for new and existing ChatGPT Ads campaigns, according to OpenAI's help page. With the setting on, the system can rewrite your headlines and descriptions or write new ones to fit the conversation, translate the text into another language, resize your images, and choose a different page on your website as the destination.
Those versions can run without your review or approval, and Ads Manager shows no preview of each one. OpenAI already writes a short intro for every ad, and unless you opt out, your title, description and destination link can change as well. The ad a person sees may not be the one you built.
The system writes from your pages
Here is the part most people miss. Each variation is built from three things: the subject of the conversation or the person's interests, the ad itself, and your landing page. Versions may be created ahead of time or in the middle of a conversation, so whatever that page says is the raw material.
That turns a forgotten service page into a risk. A promotion that ended last season or a price you no longer honor is now material the system can work from, in an ad you never saw. Current pricing, promotions, product information and availability stop being housekeeping and start being the copy.
Tracking is the open question
OpenAI's ad creation guide tells advertisers to add UTM tags directly to each ad's destination URL, and its ChatGPT Ads basics page says those static parameters persist on clicks. Ads Manager can also add landing page parameters at the campaign, ad group and ad levels, with the ones on the ad URL taking precedence.
What the help page does not say is how those parameters carry over when the system changes the destination, or whether you can keep certain pages out. It describes one on or off setting, with no separate controls for text, translations, images or URLs, and no report that shows each enhanced version on its own is detailed there or on the Measure Results page. OpenAI itself writes that changes over time do not, on their own, establish the effect of creative enhancements.
What changes this week
The owner or whoever runs the ads makes one decision this week: keep the setting on, or turn it off in Ads Manager under Manage settings. The account setting is the default, a campaign setting overrides it, and any opt-out you already saved stays in place. It can be changed at any time, so turning it off now still leaves room to try it later.
Either way, the same person goes through every page the system could pick and brings prices and offers up to date, then follows a live ChatGPT click to confirm it arrives tagged on a page built for paid traffic. On iOS, Share and copy the link to see the full URL, since the in-app browser shows only the hostname. By the end of the week you know whether ChatGPT leads arrive with a source you can read, and the pages behind them say what the business sells today.