OpenAI is moving to automate ad creative, advertising's most labor-intensive task, with updated terms revealing AI tools that let advertisers generate, modify, optimize, and localize their creative, according to Digiday. For the pilot's first four months OpenAI made advertisers upload their own creative, so the new tools push it deeper into production, though its policy disclaims responsibility for errors in what the AI generates and leaves review to the advertiser. Platforms have spent years automating media buying, which left creative as the last manual bottleneck, so producing it at scale also gives OpenAI more ad variants to feed its system and more auction signals to optimize against. OpenAI also added conversion tracking for app installs and opens, a major ad category, and doubled its daily ad budget cap from $100 to $200.
