> ## Documentation Index
> Fetch the complete documentation index at: https://docs.wrldwide.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# A/B Creative Lab

> Generate and test multiple creative variations — 6 variation types, 4–10 variants, 1 credit per variant

# A/B Creative Lab

Generate multiple creative variations of your ad image for A/B testing. Upload a product image, define the ad brief, choose a variation type, and generate 4–10 variants in one click. Pick the winner and scale.

**Credit Cost:** 1 credit per variant (4–10 credits per test)\
**Access:** [app.wrldwide.ai/ab-lab](https://app.wrldwide.ai/ab-lab)

***

## Variation Types

6 types of creative variations you can generate:

| Type                     | Description                              | What Changes                           |
| ------------------------ | ---------------------------------------- | -------------------------------------- |
| ✍️ **Copy Variations**   | Same image, different headlines and CTAs | Headline text, call-to-action wording  |
| 🎨 **Color Schemes**     | Same layout, different color palettes    | Color palette of entire composition    |
| 📐 **Layout Shifts**     | Same elements, different arrangements    | Element positioning and hierarchy      |
| 🖌️ **Style Transfer**   | Same product, different visual styles    | Overall aesthetic and visual treatment |
| 👥 **Audience Targeted** | Tailored for different demographics      | Messaging, visual cues, aesthetic      |
| 💭 **Emotional Angles**  | Different emotional appeals              | Urgency, trust, excitement, nostalgia  |

***

## How to Use

<Steps>
  <Step title="Open A/B Creative Lab">
    Navigate to [app.wrldwide.ai/ab-lab](https://app.wrldwide.ai/ab-lab)
  </Step>

  <Step title="Upload Product Image">
    Upload the product photo that will be the base for all variations. Supports JPG, PNG, WEBP.
  </Step>

  <Step title="Enter Ad Brief">
    Fill in:

    * **Product Name** — What the product is called
    * **Headline** — The primary ad headline (for Copy Variations)
    * **CTA** — Call-to-action text (e.g., "Shop Now", "Get 50% Off")
  </Step>

  <Step title="Select Variation Type">
    Choose the variation type most relevant to your testing hypothesis:

    * Testing messaging → **Copy Variations**
    * Testing visual appeal → **Color Schemes** or **Style Transfer**
    * Testing layout → **Layout Shifts**
    * Testing audience fit → **Audience Targeted**
    * Testing emotional angle → **Emotional Angles**
  </Step>

  <Step title="Choose Variant Count">
    Select how many variants to generate: **4**, **6**, **8**, or **10**\
    Credit cost: 1 credit × number of variants
  </Step>

  <Step title="Generate">
    Click **Generate**. All variants are generated in parallel.
  </Step>

  <Step title="Select Winner">
    Review all variants. Click **Mark as Winner** on the best performing or best-looking variant. Use in your actual ad campaigns.
  </Step>
</Steps>

***

## Variant Counts and Credits

| Variants | Credits    | Best For                                             |
| -------- | ---------- | ---------------------------------------------------- |
| 4        | 4 credits  | Quick test, limited testing budget                   |
| 6        | 6 credits  | Standard A/B/C/D/E/F test                            |
| 8        | 8 credits  | Broad exploration                                    |
| 10       | 10 credits | Maximum coverage, highest chance of finding a winner |

***

## Key Features

<AccordionGroup>
  <Accordion title="Parallel Generation">
    All variants generate simultaneously — a 10-variant test takes roughly the same time as generating a single image, not 10x longer.
  </Accordion>

  <Accordion title="Winner Marking">
    Mark the winning variant directly in the interface. This gives you a clear record of what performed best for future reference.
  </Accordion>

  <Accordion title="6 Distinct Variation Axes">
    Each variation type tests a fundamentally different hypothesis. Don't just test colors — test the emotional angle, the audience targeting, the layout, and the copy in separate A/B rounds.
  </Accordion>
</AccordionGroup>

***

## Testing Strategy

### Test One Variable at a Time

For meaningful A/B test results, test one variation type per round. Don't combine color changes with copy changes — you won't know what drove the difference.

### Recommended Testing Order

1. **Copy Variations** — Headline and CTA have the highest impact on ad performance
2. **Emotional Angles** — Fear, excitement, trust, urgency all perform differently
3. **Color Schemes** — Colors affect attention and emotion
4. **Layout Shifts** — Element hierarchy and composition
5. **Audience Targeted** — Once you know the message, test different presentations per segment
6. **Style Transfer** — Broad aesthetic change for brand positioning tests

### What to Run in Production

Take the winner from A/B Creative Lab and run it as an actual ad with real budget. Track CTR, conversion, and CPM. The AI tests help you narrow the creative space — real data confirms the winner.

***

## Integration

### With Ad Insight

Use [Ad Insight](/en/features/ad-insight) to find winning competitor ads → extract their creative strategy → use A/B Creative Lab to generate your own variations based on proven concepts.

### With Catalog Shooter

Generate base product images with Catalog Shooter → run them through A/B Creative Lab to create variation sets for testing.

***

## Next Steps

<CardGroup cols={2}>
  <Card title="Ad Insight" icon="magnifying-glass-chart" href="/en/features/ad-insight">
    Analyze competitor winning ad formulas
  </Card>

  <Card title="Ad Spy" icon="eye" href="/en/features/ad-spy">
    Find competitor ads to base tests on
  </Card>

  <Card title="Catalog Shooter" icon="camera" href="/en/features/catalog-shooter">
    Generate base product images for testing
  </Card>

  <Card title="Social Content Factory" icon="share" href="/en/features/social-content">
    Scale winners across all platforms
  </Card>
</CardGroup>