Short answer
Automatic advanced matching lets the OpenAI Pixel detect supported customer information, such as an email typed into a form, normalise it and hash it with SHA-256 in the browser. OpenAI says raw customer information isn't sent this way. It was switched on by default on 17 August 2026.
What to do
- Mention hashed matching in your privacy notice
- Make sure consent covers it where required
- Add manual advanced matching on the server for better coverage
- Check the Event Quality Score for identifier warnings
Questions
Can we turn it off?
Check your data source settings; follow your legal team's view on consent and notices.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
