Strategy & Positioning
AI now writes text around your ads, and it reads your website to do it
Ads in Google's AI answers and in ChatGPT can now carry text the advertiser didn't write. Here's what that text is built from, and what to check on your site before the holiday season.
Updated
Questions this guide answers
- What are AI explainers on Google ads?
- Can I opt out of Google's AI explainers?
- Does ChatGPT rewrite ads from my landing page?
- Do ads in AI answers change organic AI answers?
Direct answer
If you run Google Search, Shopping, or Performance Max campaigns, your ads are already eligible to appear inside AI Overviews and AI Mode, in English in the U.S. and 11 other countries Google lists (in Indonesia, AI Overviews only; in Pakistan, text ads only). Some appear with an AI explainer: short text Google's Gemini models write to show how an ad relates to what someone is looking for. Explainers can draw on your website, and advertisers can't edit or turn them off. ChatGPT's creative enhancements, on by default since Oct. 30 for what OpenAI calls "self-serve and BPO campaigns," adapt ads using your ad and landing-page content unless you opt out.
So before Black Friday (Nov. 27), make sure prices, promotions, product details, and availability are current and agree across your site, and decide whether to keep ChatGPT's creative enhancements on. If you advertise on neither, this news doesn't apply to you, though the same check keeps organic AI answers about you accurate.
What the AI writes, and what it reads
Both kinds of AI-written ad text, as each company describes them.
| Text | Where it appears | What it's built from | Advertiser control |
|---|---|---|---|
| Google AI explainer | Some ad placements in AI Overviews and AI Mode | "the user's query, the AI response, and publicly available sources including your website" | None. Advertisers "can't manually write, edit, approve, or opt out of them" |
| ChatGPT creative enhancements | Ads from self-serve and BPO campaigns, not sales-managed accounts | The conversation or user interests, "your existing ad," and "content from the ad's landing page" | Opt out in Ads Manager. No preview of each variation |
Ads still don't change the organic answer
Both companies say the paid side stays out of the answer. Google: "Paid advertising does not influence the organic responses generated by Google AI." OpenAI: "Ads do not influence ChatGPT's answers."
The ChatGPT ads guide covers how to budget and report paid and organic separately.
What to check before the holiday season
- Start with your landing pages. Google says keeping your website content "clear and up to date" helps it "surface accurate context in AI explainers." OpenAI gives the same advice for creative enhancements.
- Then check every other page that states the same facts. With enhancements on, OpenAI can send the click to "a relevant page on your website." A sale price on the product page and an old price in a help article or PDF give any system reading your site two versions. Pick one current value per fact; the consistency audit walks through it.
- Date your holiday terms, and retire them when the sale ends. A promotion page that stays live after the sale is still a public source.
- Correct third-party pages too. Explainers can draw on public sources beyond your site, so fix a wrong price or spec where it's published.
What you can control
- On ChatGPT, keep or turn off creative enhancements. The setting is in Ads Manager under Manage settings; a campaign setting overrides the account default, and earlier opt-outs carry over.
- On Google, use the controls that exist. You can't opt out of ads in AI Overviews or AI Mode separately from Search, but negative keywords, brand exclusions, and asset pinning still apply.
Sources
FAQ
Is a Google AI explainer part of my ad?
No. Google says AI explainers "aren't part of ad headlines or descriptions," and that it designs the placements so people can tell AI-generated context from ad copy.
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