Checked 19 October 2026
ChatGPT may rewrite your ad. Should you let it?
Text customization lets ChatGPT adapt and translate your title and description for each conversation. It is reportedly on by default. Here is what is known, what is not, and when to turn it off.
16 Sep
Announced
OpenAI said ChatGPT can rewrite and translate ad text to fit the chat.
OpenAI, 16 Sep 2026
On
Default setting, as reported
2 reports say the toggle starts on when you create a campaign. OpenAI has not confirmed it.
Jon Loomer, Optimixed
24 / 48
Characters you write
OpenAI's recommended title and description lengths. Your text is the starting point for any rewrite.
OpenAI Help Centre, Launch Campaigns
What it does
Your copy becomes a starting point
You write the ad once. ChatGPT may say it a little differently each time.
On 16 September 2026, OpenAI announced that ChatGPT can adjust an ad’s headline and description to fit the conversation it appears in, and translate them (Search Engine Roundtable). Someone asking about trail shoes for wet weather might see your shoe ad worded around rain. Someone chatting in Spanish might see it in Spanish.
The ad still sits below the answer, labelled Sponsored. What changes is the wording, not where the ad goes or who it reaches.
Reports from Jon Loomer and Optimixed describe a Text Customization toggle at campaign creation. They say it is on by default, the rewritten versions show without your review, and you can switch it off per campaign. The 2 reports may share one origin. OpenAI has not published these details, and the Advertiser API docs do not mention the feature at all as of 19 October 2026.
Known and unknown
What has been said, and by whom
Treat anything marked reported as likely, not certain. Check your own account.
| Point | Status | Source |
|---|---|---|
| ChatGPT can rewrite your title and description to fit the conversation, and translate them | Confirmed by OpenAI, 16 Sep 2026 | OpenAI, Search Engine Roundtable |
| A Text Customization toggle appears when you create a campaign | Reported, not published by OpenAI | Jon Loomer, Optimixed |
| The toggle is on by default | Reported, not published by OpenAI | Jon Loomer, Optimixed |
| The rewritten versions are shown without you reviewing them | Reported, not published by OpenAI | Jon Loomer, Optimixed |
| You can turn it off for each campaign | Reported, not published by OpenAI | Jon Loomer, Optimixed |
| Previews of the rewritten versions, or how they are made | Not published | None found |
| Whether you can see which version a person saw, or its results | Not published | None found |
Our advice
When to keep it on, when to turn it off
The rule is simple. If a word in your ad must not change, turn customization off for that campaign.
| Your situation | Our call | Why |
|---|---|---|
| A simple product or service, plain copy | Keep it on | A line that matches the question can read more naturally. The risk is low. |
| You sell in more than 1 language | Keep it on, then check | Translation is the clearest win. Ask a native speaker to look at real ads when you can. |
| Finance, health or other regulated claims | Turn it off | A rewrite you never saw can change a claim you are legally responsible for. |
| A price, discount or offer in the copy | Turn it off | A number that moves or drops out is a problem. Exact terms should stay exact. |
| Trademarks, product names, a tagline | Turn it off | Brand words often need fixed spelling and wording. |
| Legal wording or required disclaimers | Turn it off | Wording agreed with a lawyer should not be paraphrased. |
Finance and health ads are already reviewed case by case, US only (TechWyse). If you got approved with careful wording, do not let a rewrite you cannot see undo that work. Because the setting is per campaign, you can split: keep regulated or price-led ads in a campaign with customization off, and let general awareness ads run with it on.
It does not change the character limits
You still write a title of 16 to 24 characters and a description of 32 to 48. That copy is what shows when customization is off, and it is the base ChatGPT works from when it is on. Write it as if no rewrite will ever happen.
OpenAI has not said whether rewritten or translated versions keep to the same limits. Some languages need more letters than English to say the same thing, so a short, plain line gives a translation the best chance. Test yours in the character counter, and see the full specs in ChatGPT ad specs and character limits.
It is not the same as suggested drafts
In July 2026 Ads Manager started offering suggested ad drafts. These pull from your website to give you a first version. You edit it and submit it, and it goes through review like any ad. Text customization works later, at the moment the ad shows, and you do not see each version.
Translation and language
OpenAI’s help article, as quoted by Soku, says the choice of ad language can consider location, language settings and the language of the conversation. If you only want to appear in 1 language, turning customization off is the safest way we know to keep the wording you wrote.
How to check your campaign
- Open the campaign in Ads Manager.
- Find the Text Customization setting.
- Decide on or off for this campaign, using the table above.
- Repeat for every new campaign. Do not assume the last choice carries over.
What we cannot tell you yet
OpenAI has not published how the rewrites are made, whether they can be previewed, or whether results are split by version. If that changes, this page will too.
Questions
Text customization, FAQ
What is text customization in ChatGPT ads?
It lets ChatGPT adapt your ad title and description to the conversation where the ad shows, and translate them. OpenAI announced it on 16 September 2026.
Is text customization on by default?
2 reports say yes: the toggle appears at campaign creation and starts on. OpenAI has not published this itself, so open each campaign and check the setting before you launch.
Can I turn text customization off?
The same reports say you can turn it off for each campaign. We have not seen a way to turn it off for single ads, and OpenAI has not described one.
Do I review the rewritten ads before they show?
Reports say no: the variants are shown without your review. Your original ad still goes through OpenAI's normal review when you submit it.
Does ChatGPT translate my ad?
Yes, translation is part of the feature. OpenAI's help article, as quoted by a third party, says the ad language can consider location, language settings and the language of the conversation.
Is it the same as suggested ad drafts?
No. Suggested drafts, added in July 2026, build a starting ad from your website for you to edit before you submit. Text customization changes the wording at the moment the ad shows.
Next
Customization starts from your copy. Get the 2 lines right first.
Keep this page useful
OpenAI has not published the full details yet. When it does, we send a short monthly note on what changed and whether it matters to you.
Keep reading
ChatGPT ad specs and character limits
Every field, every limit, and what fits in a 24 character title.
Read the guideChatGPT ad examples
6 made-up ads, the chats that trigger them, and why the copy works.
Read the guideChatGPT Ads policy: what you can advertise
Banned categories, the US-only finance and health lists, and how review works.
Read the guideHave us do it
We write the copy, set customization campaign by campaign, and check what actually shows. Fixed setup fee, live in 14 days, then month to month.