Ad creative optimization is increasingly constrained by evaluation rather than generation. Generative models can produce many plausible creatives, but reliable evaluation requires online experiments, in which only a limited slate can be tested. We study how to use data from historical A/B tests to generate and select the candidates in that slate. We developed and deployed a performance-driven offline-to-online workflow that guides creative generation with a predictive model as an inference-time critic. In the offline phase, we use a predictive model trained on historical experiments to rank and refine variants created by a generative model. A final test slate is then deployed in an online adaptive experiment. In a 50-arm field experiment, we found that the best creative generated with this method yielded 45.1% higher engagement than the best human-authored creative. Two additional experiments showed the same upper-tail pattern, with lifts of 46.7% and 36.2%. We found that despite the predictive model being too noisy to directly identify the best creative offline, it effectively guides the generative model toward creating strong candidates that can be efficiently evaluated in an adaptive experiment. The results suggest a design principle for creative optimization with generative models: use predictive models to guide generation of a slate to test, judge the slate by whether it contains high-performing candidates at a feasible test size, and use adaptive experiments to select among candidates while limiting traffic lost to weak arms.
Recent advances in generative AI have substantially accelerated the creation of high-quality ad creatives, dramatically expanding the number of candidate variants per campaign. This shift increases the need for scalable dynamic creative optimization (DCO) systems that can match creatives to the most relevant audiences under stringent latency and cost constraints. We present PinDCO, a production DCO system for ad creative retrieval and selection on Pinterest, a billion-scale visual discovery platform. PinDCO is built around a Creative Component Fusion Network (CCFN) that performs dynamic creative scoring by modeling each creative component (e.g., image, title, layout) with a dedicated tower, using component-specific hyperparameters to account for differing modeling complexity. The component representations are fused to predict a creative-level score conditioned on the ad-level prediction, and we improve training data quality via an exploration-exploitation strategy. To account for Pinterest's waterfall grid layout, where a creative's rendered size affects nearby content and session-level engagement, we introduce a Pixel-aware Adjustment Module(PAM) that adjusts scores based on creative size to encourage efficient screen real-estate utilization and better whole-page outcomes. To support the large volume of creative candidates, we further employ a lightweight pre-selection model for early pruning, and optimize serving efficiency through caching and dynamic batching. Extensive offline analyses and online A/B experiments demonstrate the effectiveness of PinDCO, yielding a +3.09% lift in ad Click-Through Rate(CTR) with positive whole-page metrics. With the strong performance, we launched PinDCO in the Pinterest Ads platform.
Generative models are often evaluated through singular artifacts, whereas human creativity typically emerges through iterative generation, appraisal, and refinement. This pilot study examines whether iterative search improves LLM creativity by adapting FunSearch to recipe generation for the 2024 Pillsbury Bake-Off and evaluating outputs against human benchmarks using TTCT-based LLM evaluation. Across two experiments, we test iteration count, generator temperature, and in-loop selection-scorer model size. Results show that iterative generation-selection can produce recipes with creativity scores comparable to human benchmarks, but additional iterations alone do not improve creativity. The in-loop evaluator matters most: a smaller selection scorer yields significantly higher scores across most TTCT dimensions, while temperature has limited effects except for originality. These findings suggest that evaluator design is a first-order design variable in subjective creative search.
What does it mean to create a new concept, rather than retrieve a familiar one? Repeatedly sampling a generative model at the same prompt produces variations with similar styles and typical content. We propose that creativity is the production of stimuli that are unfamiliar to an adaptive observer at first sight, but quickly learnable from a few exposures. We formalize this as a Creator-Appraiser pair: a Creator generates a candidate, an Appraiser adapts to it for a few inner-loop learning steps, and the Appraiser's improvement becomes the reward the Creator optimizes through. We instantiate the framework with diffusion as the Creator, an autoencoder Appraiser on MNIST, and a CLIP Appraiser with a low-rank adapter for natural images. The diffusion model remains frozen with no additional language conditioning; the meta-learning gradient is enough to produce both stylistic variations and concept compositions that the base model does not generate on its own.