OpenAI is moving to automate ad creative, the most labor-intensive part of advertising, with updated terms revealing AI tools that let advertisers generate, modify, optimize, and localize their assets, according to Digiday.
For the pilot’s first four months, OpenAI required advertisers to upload their own creative, whereas the new tools hint at handling more of the production. Advertiser beware though, because its policy disclaims responsibility for errors in what the AI generates and leaves the task of reviewing the output to the advertiser (which is fair in my opinion).
The company’s updated policy reads:
“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localize, or translate advertising creatives using Ad Materials… OpenAI is not responsible for errors, omissions, outdated information, or inconsistencies in Ad Materials or for Claims or losses arising from Generated Creatives that you approve or use”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 tools would put OpenAI on par with Meta and Google, which offer AI creative generation through Advantage+ and Performance Max, and in direct competition with platforms that specialize in AI ad creative generation including AdCreative.ai, Pencil, and Cuttable.
I just hope that their ad generation tools are better than what we’ve previously seen from OpenAI! In February, after ChatGPT ads started to appear for more users, I roasted the company on its poor execution with duplicate ad verbiage, cut-off text, and generic sounding ads.
