Ads Lab
AI-powered ad creative generator — create ad copy and video scripts based on data from your best-performing ads.
Ads Lab is an AI-powered creative workspace that generates ad copy and video scripts using data from your actual ad performance. Instead of generic templates, every suggestion is backed by evidence from your best-performing campaigns.
The guided workflow
Ads Lab walks you through a structured process to generate high-quality ad creative.
Select top performers
Atribu recommends your best ads ranked by ROAS. Select which ones the AI should learn from. The more winning ads you select, the more patterns the AI can identify.
Choose your strategy
Decide the creative direction:
- Top performer remix — new variations based on what already works
- Competitor-inspired — learn from competitor ads discovered in Ads Explorer
- New angle — explore fresh approaches informed by your data
Configure the generation
Set your preferences:
- Platforms — which platforms the ads will run on (Facebook, Instagram, etc.)
- Must-include keywords — terms or phrases that must appear in the copy
- Must-exclude keywords — terms to avoid
- Additional context — any brand guidelines, tone requirements, or specific instructions
AI pipeline generates your creative
Seven specialized AI agents work in sequence to produce your ads:
| Agent | What it does |
|---|---|
| Research | Analyzes patterns from your winning ads — what hooks, CTAs, and formats perform best |
| Psychology | Identifies persuasion tactics and cognitive biases that resonate with your audience |
| Copywriting | Creates 3-4 ad copy variations with headlines, body text, and CTAs |
| Video Script | Writes structured video scripts with scene-by-scene hooks and dialogue |
| Compliance | Checks character limits and platform-specific rules, rewrites if needed |
| Critic | Scores everything on 5 quality dimensions and requests rewrites if the score is below threshold |
If the Critic finds quality issues, the Copywriting agent automatically revises and resubmits.
Review and approve
Each generated draft appears for your review. For every draft you can:
- Approve — mark it as ready to use
- Edit — modify the text directly
- Discard — remove it from the batch
- Regenerate — ask the AI to create a new version
Freeform chat
Beyond the guided workflow, you can talk to the AI in natural language to:
- Refine a specific draft ("make the headline shorter and punchier")
- Request changes to the tone or angle
- Ask for entirely new variations
- Discard or approve multiple drafts at once ("discard the rest of the drafts")
The chat understands your session context — it knows which step you are on, what drafts exist, and what your brief says.
Session management
Each Ads Lab conversation is saved as a session. You can:
- Start new sessions for different campaigns or briefs
- Switch between existing sessions from the history panel
- Each session preserves all messages, drafts, and decisions
Evidence-based generation
Every suggestion from Ads Lab is backed by data from your actual ad performance — not generic marketing advice. The Research agent identifies specific patterns from your winning ads (hook styles, CTA formats, offer structures) and the Copywriting agent uses those patterns as building blocks.
Cost tracking
Each AI pipeline run tracks token usage and cost. The pipeline has a configurable cost cap to prevent runaway spending. You can see the total cost of each generation in the session.