OpenAI has added AI-powered creative tools to its advertising platform, enabling advertisers to generate and modify ad content directly within the system, according to updated terms obtained by Digiday. The change shifts full liability for the accuracy and compliance of AI-generated ads onto advertisers, a move that places creative review teams directly in the path of accountability.
AI-powered creative tools shift liability to advertisers
The updated Ad Tools Terms Document introduces AI-powered Creative Tools that allow advertisers to generate, modify, and optimize ad content-a development that reflects the growing role of AI for Creatives in advertising workflows. The policy states: "OpenAI may make available AI-powered Creative Tools that allow you to generate, modify, transform, optimize, localize, or translate advertising creatives using Ad Materials." It explicitly says the advertiser is responsible for reviewing the creatives and ensuring they are accurate and compliant. The terms add: "OpenAI is not responsible for errors, omissions, outdated information, or inconsistencies in Ad Materials or for Claims or losses arising from Generated Creatives that you approve or use."
Platform expansion and analyst reaction
Beyond creative tools, OpenAI added conversion tracking for app installs and app opens, and raised the daily ad budget cap from $100 to $200. The self-serve Ads Manager now supports campaign creation, bulk upload of ad details, and in-tool ad creation. Ads are clearly labeled and separated from conversational answers, according to the platform. The expanded features, including conversion tracking and higher budget caps, fit into a broader shift toward AI for Marketing that automates not just creative production but also campaign management and measurement.
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."
Early advertising partners named on the platform include Best Buy, Lowe's, and VistaPrint. One vendor report aggregated early ChatGPT Ads click-through rates near 1.3%, a figure that sits well below Google Search benchmarks of 29.2%, though the data is preliminary and vendor-sourced.
Why this matters for creatives
For creative teams, the update means more variants to review and a clear mandate to verify every AI-generated ad for factual accuracy and brand compliance. The liability shift removes any ambiguity: if an automated creative contains an error or outdated claim, the advertiser-and by extension the creative approver-owns the fallout. The tools could speed up production of localized or optimized versions, provided rigorous review processes are in place. Performance data from early tests, while limited, suggests that creative quality and relevance will determine whether these AI-generated ads earn meaningful click-through rates. Creatives should watch for attribution data and controlled test results to gauge how these tools affect campaign outcomes. AI can now generate the ad, but a human creative still has to sign off on it-and take responsibility if it goes wrong.
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