Let AI help you generate winning variation ideas that can drive more engagement.
Looking for new angles on your site copy? The AI Assistant uses proven best practices and context from your existing page content to generate impactful headlines, CTAs, and body text you can build on. Refine the suggestions as you like and turn your favorite ideas into variations — it’s a collaborative boost that helps you experiment and improve your site with confidence.
About custom prompts
The AI Assistant has built in prompts that are based on best practices, but you can add your own custom prompts (i.e., instructions) to help generate ideas that reflect what you'd like to see. Here are a few prompt ideas to get you started:
- Ask AI to re-write the copy for a specific persona (CMOs, construction site managers, busy moms, etc)
- Ask AI to focus the language on a certain value proposition (time to market, lowest cost, highest quality, best service, etc)
- Ask AI to use a specific tone of voice (friendly professional, funny, etc)
Note
The AI always references your page content to learn about your brand, value props, tone, style when generating ideas.
How it works
You select text on the page, then choose a built-in prompt or enter your own custom prompt. The AI Assistant scans the page for context and generates suggestions that align with your selected content, your prompt, and the rest of the webpage.
Each AI-generated idea is fully editable, or can be used as-is. Confirm an idea to lock it in as a potential variation. You can regenerate unconfirmed ideas until something feels right. Then, you can create a variation for each confirmed idea.
This flow creates an AI Optimize optimization, which is a best-practice way to make the most of the impactful ideas you’ve generated. These optimizations use machine learning to adaptively deliver the most effective variation to each visitor — continuously learning from behavior, personalizing in real time, and promoting the variation most likely to drive conversions.
How to generate variations with AI
Open your Optimize site in Webflow, then:
- Click Optimizations in the Navigation panel
- Click New optimization
- Click Explore AI copy suggestions
- Select a page (e.g., the homepage) and click Create optimization
- Select a text element (e.g., a heading or paragraph)
- Use the AI Assistant panel to generate ideas:
- Try a proven prompt — choose one of the available prompts
- Write your own prompt — give the AI some instructions and click the Confirm icon
- Review the AI generated ideas and do one of the following:
- Edit the text — hover over an idea and click the Edit icon. Click out of the field to stop editing.
- Confirm an idea — click the Confirm icon to queue it up as a variation
- Make new ideas — click Regenerate unselected options to get new ideas
- Click Create variations to add a draft variation for each confirmed idea
All of the confirmed ideas are now saved as draft variations.
Good to know
When you create a new variation in this optimization, the AI Assistant panel opens with the element selected and newly generated ideas for you to choose from.
Next steps
The AI Assistant panel will be replaced with the visual editor's Changes panel, letting you customize the variations further. Before you launch your variations, you can optionally take a few extra steps to set your optimization up for success:
- Rename variations — update the variation names from the generic default names in the Variations panel
- Make a goal — create a a goal that more accurately reflects what your objective is for the page
- Set a target goal to define how you’ll measure success
- Apply an audience to limit which visitors see your variations