Generate variations of flexible HTML5 creatives
Use the Ad Variations Generator to create new variations of an existing flexible HTML5 creative. The AI assistant generates and refines headlines, CTAs, images, colors, and more, and can create new size variants in a single session. Save the resulting variations as new standard ads in the creative library.
Availability availability
The Generate Variations action is available for flexible HTML5 creatives, including those based on system templates, in the new Creative Libraries UI. It isn’t available for other creative types, including dynamic creatives.
The action is disabled when the creative doesn’t have the internal parent ad-template reference required by the generator. This reference isn’t a setting that you can edit; uploading or replacing a file on the creative’s Template tab doesn’t explicitly set it.
Open the Ad Variations Generator open-generator
-
In the main menu, click Creative > Creative Libraries.
-
Open the library in either of the following ways:
- Click the library name.
- Next to the library name, click … > Open.
-
On the Creatives tab, click … next to the flexible HTML5 creative name, and then click Generate Variations.
The Ad Variations Generator opens with the selected creative’s content. The canvas shows the Template Sizes section with the template’s available ad formats and an Ad Concepts section where generated content will appear.
Generate and refine variations generate-variations
-
(Optional) To apply a brand profile to the ads, select a Brand Profile in the canvas toolbar.
The AI assistant uses your brand’s logo, color palette, voice guidelines, image standards, and channel guidelines when generating content.
-
Build ad variations using the AI Assistant:
-
In the Ask AI to generate ad variations… field, type a request and press Enter, or click one of the featured prompts:
- Write 3 headline variations for this template
- Generate 3 versions of this ad that will help with performance
- Create a new size template
The AI generates results on the canvas and organizes them into concepts, each representing a distinct content variation. The concept counter in the Ad Concepts section tracks how many concepts exist (for example, (2/10)). Up to 10 concepts are allowed per session.
-
Continue refining by sending follow-up messages. Examples:
- “Make all the copy more playful and less corporate.”
- “Change the logo to the white version.”
- “Set the CTA to ‘Shop Now’ on all concepts.”
- “Resize this ad to all 6 IAB standard display sizes.”
- “Give me 3 different headline concepts with a matching background image for each.”
note NOTE The AI assistant can generate and modify text (headlines, subheadlines, CTAs, body copy), swap background images, apply brand colors, switch logo versions, and create new size templates. It can’t change template structure: element positions, layout, spacing, padding, font family, font size, or borders. Make structural changes in the template editor before starting the session. See Edit a template. -
(Optional) To include a visual reference in a request, click the + button in the chat input area. In the Select from Asset Library dialog:
-
To use an asset in your asset library, click the asset, and then click Add to chat. Submit your message to include the asset as context.
-
To upload one or more assets, click Upload Assets and select the files on your device or network.
-
-
-
(Optional) Use the canvas toolbar to review the generated ads:
- Brand: Select or change the brand profile applied to the session.
- Zoom in / Zoom out: Adjust the canvas zoom level.
- Fit to screen: Reset the view to show all sizes.
- Replay animations: Replay template animations.
When the AI creates a new size, Adjust, Keep, and delete controls appear on the new size card. Click Keep to accept the size as-is, click Adjust to open the template in the display editor where you can make structural changes and then click Update Ad Format to save, or click the delete icon to remove the new size.
-
(Optional) Manage concepts and variations:
-
To manage a concept, hold the cursor over the concept label (for example, Concept 3) and click …, then select an option:
- Add to chat: References the concept in your next prompt.
- Delete: Removes the concept.
-
To manage an individual variation, hold the cursor over the variation card and click …, then select an option:
- Add to Chat: References the variation in your next prompt. You can also click directly on the variation card body to toggle the mention.
- Edit Data: Opens a dialog where you can update the variation Name and the click-through URL for each click tag defined in the template. Click Save to apply.
- Delete: Removes the variation.
-
Save the variations save-variations
-
When you are satisfied with the generated concepts, click Save Standard Ads in the header.
The button is disabled until at least one concept exists.
-
In the Save Standard Ads dialog, review the following settings, then click Save Standard Ads.
Advertiser: The advertiser associated with the source creative library. You can’t change this value.
Creative Library: The source creative library in which the new ads are saved. You can’t change this value.
Attach to Bundles: (Optional) When enabled, the saved creatives are attached to one or more bundles. For each ad variation, select a bundle, or enter a new bundle name.
[Settings for each ad]: For each ad variation, you can view and optionally change the Name, Language, and click-through URL for each click tag.
You return to the creative library.