Handing over advertising controls to OpenAI on ChatGPT may take some getting used to by advertisers -- especially since it took them years to comfortably adapt to Google’s automated platform features.

Microsoft has also integrated automation across its entire range of campaign platforms, from ad creation to bidding and targeting.

Advertisers will not have much time to adjust for this takeover if they choose to run ads on OpenAI's self-service platform.

The company notified advertisers today that it will enable creative enhancements starting later this month. Advertisers are encouraged to opt out before that date if they are not ready to use the feature.

Creative enhancements consider the context of the conversation or user interests, the advertisers’ existing ad and content from the ad’s landing page.

The feature is being automatically enabled by default, so advertisers that prefer full manual control over their copy and assets must explicitly opt out within the OpenAI Ads Manager before the October 29, the day the feature becomes enabled.

Advertisers will give up the ability to preview personalized variations under default settings.

Opting out means the advertiser will navigate to OpenAI Ads Manager, access Manage Settings, and toggle off Text Customization/Creative Enhancements. Campaign-specific settings override account defaults, which allows selective control.

OpenAI describes the process in a help-based blog post: "You do not need to review or approve each enhanced version before it runs." It adds: "The experience does not provide a preview of every variation. When enabled, enhanced creatives can run automatically."

Some advertisers may find this process unnerving. Doing nothing gives OpenAI the ability to alter headlines and descriptions, resize images, optimize destination URLs, or translate ad text to make ads more relevant.

Variations are prepared in advance or created in real-time based on the content of conversations. When enabled, these ads can run automatically without requiring the advertiser to review or approve each version.

OpenAI also formed a new partnership with Google to bring its frontier models like GPT-6 Astra and agentic workflows to Google Cloud's Model Garden, a repository of machine learning models. The idea is to let developers and markers "jumpstart" projects.

What sounds like a back-end IT update directly solves some of the biggest roadblocks in data-driven advertising -- namely siloed data, strict privacy compliance, and vendor lock-in because the models are in a marketplace that advertisers and marketers can access.

The deal brings another aspect into an increasingly complex relationship -- cooperation between two competitors of AI products and search, even as the economics of building and deploying large models.

The partnership also underlines OpenAI’s pursuit of enterprise clients to diversify its business.

The announcement comes more than six months after OpenAI said it would similarly bring its models to Amazon’s AWS cloud business.