Create an optimization with AI-powered suggestions

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.

How to opt in to AI Assistant

This feature requires the AI Assistant, which owners and admins can opt in to from Workspace and Site settings:

• Workspace settings > General > AI Assistant
• Site settings > General > AI Assistant

How it works

You select text on the page, then choose one of Optimize’s built-in prompts or type in your own custom prompt (i.e., instructions). 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 you can use it as-is. Confirm an idea to lock it in as a potential variation. You can regenerate unconfirmed ideas until something feels right. When you’re ready, the AI Assistant can create a variation for each confirmed idea.

This flow creates an AI-optimized optimization, which is a best-practice way to make the most of the impactful ideas you’ve generated. AI-optimized 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 site in Webflow, then:

1. Go to a site page using the the Pages panel
2. Click the Optimizations dropdown > Add icon > Explore AI suggestions
3. Select a text element (e.g., a heading, paragraph, text block)
4. 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
5. Review the AI generated ideas and do one of the following:
   • Edit the text — hover over an idea and click the Edit icon
   • 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
6. Click Create variations to add a draft variation for each confirmed idea

All of the confirmed ideas are now saved as draft variations.

Next steps

The AI Assistant panel will now include the option to edit the current variation, generate new ideas, or launch all variations. Before launching your variations, you can optionally take a few extra steps to set your optimization up for success:

• Make a goal — create a click goal or page view goal
• Set a target goal to define how you’ll measure success
• Apply an audience to limit which visitors see your variations
• Rename variations — update the names of variations from the default names (e.g., Variation 1, Variation 2, etc.)

How to add new variations

You can add new variations before or after you launch the optimization. The AI Assistant opens automatically to suggest new ideas for the selected element.

To add variations:

1. Click the Optimizations dropdown > Add icon > Add variation
2. Review the AI generated ideas and do one of the following:
   • Edit the text — hover over an idea and click the Edit icon
   • 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
3. Click Create variations to add a draft variation for each confirmed idea