Use machine learning to automatically maximize conversions over time.
AI Optimize uses machine learning to always show each visitor the variation most likely to lead to a conversion. A key benefit to this optimization type is that the AI quickly adapts to shifts in visitor behavior, new variations, and configuration changes. Whether you’re testing hero headlines, layouts, or calls to action, the system learns what works and promotes it in real time. No winners to declare, no tests to stop — just continuous, personalized performance at scale.
How AI Optimize optimizations work
These optimizations include a No Change variation that serves as a local control group and a safety net. The system uses machine learning to evaluate how each variation performs and then adjusts traffic to prioritize the highest-performing options.
Over time, AI Optimize learns which variations are most effective for different visitors and adapts their experience accordingly — even as preferences shift. New variations can be added at any time, and the AI will evaluate and incorporate them without needing to restart the optimization. If all variations are poor performers, No Change is promoted to mitigate conversion loss.
By default, AI Optimize runs for the majority of visitors (80%). This ensures the system has enough data to learn and make decisions, while preserving a smaller portion of traffic (20%) for comparison to the unaltered page or any other running optimizations — this portion of traffic is called the holdout group.
Create an AI Optimize optimization
Note
These steps cover creating your first variation with the visual editor. Other options include hand-coded variations, redirect variations, and ready-made playbooks.
Open your Optimize site in Webflow, then:
- Click Optimizations in the Navigation panel
- Click New optimization
- Click Use the visual editor
- Choose AI Optimize, then click Continue
- Choose a page definition
- Click Select page & continue
- Select an element on the page and build the variation
- Rename the variation in the Variations panel
- Click Save
- Click Add variation in the Variations panel to build another variation
- Click Done when you’re finished
Configure your optimization
The Goals tab and Configuration tab can be accessed at the top of the visual editor, or from the optimization results page after you click Actions > Edit Configuration.
Goals tab
An "AutoGoal" is created by default, which tracks the forward engagement. You can create your own goals that more closely align to the optimization's intent to define what success looks like. Learn more about goals.
Configuration tab > Overview
- Pages — you can add, remove, or edit page definitions to define where the optimization runs
- Audiences — you can apply rules-based or code-based audiences to include or exclude certain visitors
Configuration tab > Advanced
If you've added custom code, this page shows code selectors or preconditions you've defined.
Preview and launch
Before launching, preview each variation to make sure everything looks and behaves as expected. Once you're ready, you can launch individual variations or all draft variations at once.
- Preview — learn how to preview variations
- Launch — learn how to launch some or all variations