OpenAI Automates Ad Creative for ChatGPT Ads

Digiday (Krystal Scanlon, June 17 2026) reports that OpenAI updated its Ad Tools Terms Document to say, "OpenAI may make available AI-powered Creative Tools that allow you to generate, modify, transform, optimize, localize, or translate advertising creatives using Ad Materials."

OpenAI places accountability for outputs entirely on the advertiser. The policy states that the advertiser is "responsible" for reviewing the creatives and ensuring they are accurate and compliant. "OpenAI is not responsible for errors, omissions, outdated information, or inconsistencies in Ad Materials or for Claims or losses arising from Generated Creatives that you approve or use," the updated terms state, per Digiday.

The creative-tools update is not the only change to the ad platform. Per Digiday screenshots, OpenAI added conversion tracking for app installs and app opens, and raised the daily ad budget cap from $100 to $200. OpenAI's self-serve Ads Manager supports campaign creation, bulk upload of ad details, and direct in-tool ad creation, with ads clearly labeled and separate from answers, per the platform.

Nate Elliott, principal analyst for AI in marketing at eMarketer, told Digiday: "They know as well as anyone the power of AI for enterprise workflows; it'd be shocking if they didn't tap that capacity for something they hope will become a major source of revenue. And if they're trying to make billions selling this type of capability to other companies, then they'd better very well eat their own dog food."

Brian Quinn, president and general manager of AppsFlyer, told Digiday: "Marketers are moving faster than ever, and having proven creative assets ready to deploy lowers the barrier to experimenting with new advertising channels like ChatGPT. But the real test will be campaign performance. If OpenAI can help brands launch seamlessly, demonstrate measurable results, and shorten the path from testing to scale, advertisers won't just come back. They'll commit larger budgets and make ChatGPT a meaningful part of their media mix."

Per Digiday, platforms have spent years automating media buying and targeting, making creative the last manual variable. More automated variants increase auction signals and liquidity. Early advertising partners named on OpenAI's platform include Best Buy, Lowe's, and VistaPrint, per the platform. Vendor reports put early ChatGPT Ads click-through rates near 1.3%, versus Google Search benchmarks cited at 29.2% - described as early and aggregated by the vendor.

Practitioners should monitor empirical performance metrics from controlled tests, the fidelity of generated claims in creative outputs, and availability of conversation-level attribution data. Observers will also watch how agency holding companies integrate automated creative workflows into measurement stacks, and whether publishers or regulators raise concerns about generated advertising content. OpenAI's terms place editorial responsibility for approved creatives entirely on advertisers.