Most marketers create ads by guessing and choosing layouts that look good without understanding what actually drives sales. Harvard research shows that creative campaigns can increase sales effectiveness by up to 89%, but only when you use the right creative combinations.
MorningAI’s creative features are trained on this research. The platform automatically applies five proven dimensions of advertising creativity (originality, flexibility, elaboration, synthesis, and artistic value) so you can generate ads that are scientifically designed to perform without needing a creative agency or remembering complex frameworks.
Whether you're launching a new product, running seasonal campaigns, or trying to stand out in a crowded market, this feature helps you create boundary-pushing creative in seconds instead of weeks.
You'll see multiple layout options. Here's what to look for:
Standard Layouts: Clean, professional designs with product image, headline, subheadline, and CTA. These are safe options that work well for retargeting or bottom-of-funnel campaigns.
Beta Layouts (marked with glowing background): These layouts apply the 5 creativity dimensions from Harvard research. They create original, boundary-pushing concepts designed to stand out and drive engagement.
Pro tip: Select 3-5 layouts at once (mix of standard and beta) to generate multiple concepts for A/B testing. You can create up to 10 variations per generation.
Keep it simple and specific. The platform is trained on the research; you just need to tell it what to focus on.
Effective brief structure:
Examples:
You must do both. If you only select the product but not the image, the generated ad won't include your product visual.
Click "Generate" and wait 10-30 seconds. The platform will create your selected number of ad concepts.
Look for ads that:
What you'll get:
Save your favorites and download high-resolution files for testing.
Seasonal Campaign Launch: A coffee brand needed ads for their holiday blend. They used the beta creative layouts with the brief "emphasize warmth and Italian tradition." The platform generated concepts with intricate details like tiny clay figures on Vespas around the coffee bag far more creative than their standard product shots.
Competitive Product Launch: A beverage company launching a frozen strawberry drink needed to stand out against major competitors. Using "focus on strawberry flavor and frozen concept," they generated ads featuring ice castles with frozen strawberries (complete with icicles and color variations) concepts that would have taken an agency weeks to develop.
Brand Refresh Testing: A water bottle brand wanted to test different creative approaches. They generated 10 concepts at once: 3 safe options and 7 beta creative variations exploring different dimensions. A/B testing revealed that the elaboration-focused concept (spelling "PURE" with pure elements) outperformed standard ads by 43%.
Tip 1: Generate in Batches Create 5-10 concepts at once to compare approaches. Mix standard and beta layouts to have both safe options and boundary-pushers ready for testing.
Tip 2: Think Video, Not Just Static Many beta creative concepts work beautifully as starting frames for video ads. Export your favorite static concepts and use them with AI video platforms like Runway or Pika to bring them to life with motion.
Tip 3: Be Specific About Focus Instead of "create an ad for this product," try "emphasize the organic ingredients" or "highlight the craftsmanship." The more specific your brief, the more tailored the creative output.
Tip 4: Test Before Scaling Use beta creative for small social campaigns or website A/B tests before committing to large media buys. Validate that the creative resonates with your specific audience.
Tip 5: Study the Details Beta layouts include intricate details you might miss at first glance. Look closely, you'll find elements like frozen strawberries with icicles instead of fresh ones, or atmospheric details that reinforce your message. These details drive the elaboration that makes ads effective.
What's the difference between standard and beta layouts? Standard layouts create professional, conventional ads with your product, headline, subheadline, and CTA. Beta layouts apply the 5 dimensions of creativity research to generate original, boundary-pushing concepts designed to stand out and drive higher engagement. Use standard for safe, immediate needs; use beta when you want to break through clutter.
How do I know which creative concepts to use? Start by matching creative style to your campaign goals. Use standard layouts for retargeting, bottom-of-funnel, or risk-averse situations. Use beta creative for awareness campaigns, competitive categories, or when you need to capture attention. Always A/B test before scaling your audience will tell you what works.
Can I customize the generated ads? Yes. Click the magic edit tool. You can adjust colors, modify text, or combine elements from multiple generated concepts.
Ready to create your first research-backed ad?