Create an optimization with AI-powered suggestions

Use AI to brainstorm and inspire new variation ideas.

Want fresh takes on your existing site copy? AI-powered suggestions help you jumpstart an optimization by generating new headlines, CTAs, or body text based on what’s already on the page — then turn your favorite ideas into variations. It’s a fast, collaborative way to experiment with language and spark your imagination.

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

This flow creates an AI-optimized optimization. You start by choosing a category. Each one represents a type of change that often drives engagement (e.g., value-driven headlines). This tells the AI what kinds of ideas to generate for which elements.

The AI Assistant panel then guides you to select a matching text element. The AI scans the page for context and generates suggestions that align with both the content and your chosen category.

Each suggestion is fully editable, or you can use it as-is. Confirm an idea to lock it in. Unconfirmed ideas can be regenerated until something clicks. When you're ready, the AI Assistant can make a variation for each confirmed idea.

Note

This feature only supports English. If you use localizations, you can localize the AI variations like any variation.

How to generate variations with AI

Open your site in Webflow, then:

Open the Pages panel
Choose the page you want to optimize
Click the Optimizations dropdown in the top bar
Click AI-powered suggestions
Choose a category
Click Generate
Follow the prompts in the AI Assistant panel to select an applicable page element
Review the AI generated ideas:
- Click the Edit icon to modify an idea’s verbiage
- Click the Confirm icon to lock in an idea
- Click Regenerate unselected options to see new ideas
Click Create variations to add a draft variation for every confirmed idea

You can now Launch all variations from the AI Assistant panel — but before you do, consider the following options.

Optional next steps

Before launching your variations, you can take a few extra steps to set your optimization up for success:

Set a custom click goal to define how you’ll measure success
Apply an audience to limit which visitors see your variations
Edit variation names — they default to Variation 1, Variation 2, etc.

Adding and editing variations

You can revisit any AI-optimized optimization to add new variations or update existing ones — before or after launch.

Adding a variation — When you click Add variation from the Optimizations menu, the AI Assistant opens automatically to suggest new ideas for the selected element. You can edit the suggestions or confirm them as-is — then click Create variation to turn confirmed ideas into variations.

Editing a variation — You can update any draft or live variation you’ve generated at any time. Learn how to edit variations.