Use Create variant in Content Library to generate multiple creative options from a single parent template. GrowthLoop’s agents rewrite the parts of the template marked with GL creative variables, guided by the outcome you want to optimize.

You generate variants in Content Library. You assign them to journey arms later with a Decisioning node—see Assign variants for AI decisioning.

Prerequisites

• A reusable email or SMS template in Content Library
• At least one GL creative variable in the template (for example {{gl_creative_headline}}) — see Prepare a template for AI variant generation

Step-by-step guide

1. Navigate to Content Library → Content.
2. Find the parent template and open its row actions.
3. Click Create variant.

[Screenshot: Template row actions showing Create variant]

4. In the Create variants dialog, set:
   • Target outcome (required) — the business result to optimize toward (for example “Increase email clicks”).
   • Number of variants — how many variants to generate.
   • Extra guidelines (optional) — tone, brand rules, CTA length, or other constraints.

[Screenshot: Create variants modal with target outcome and variant count]

5. Under Customize this template, review each GL creative variable and enter seed copy (default bindings) for generation and preview.
6. Optionally click Update template to save those bindings on the parent template.
7. Use Refresh preview to review how the template looks with the current bindings.
8. Click Create variants.

[Screenshot: Variant generation progress in Create variants modal]

9. When generation finishes, the new variants appear in Content Library as Active, with a Variant badge, and are linked to the parent template.
10. Open View variants on the parent row anytime to see the variant set.

[Screenshot: Content Library row showing Variant badge and variations count]

Tips for strong variants

• Put GL creative variables only on the copy you want to test (headline, subject, CTA)—keep compliance and legal text static.
• Write a specific Target outcome tied to a metric you can measure in journeys.
• Use Extra guidelines for hard brand constraints the model should never break.
• Generate enough variants to give decisioning meaningful arms, but keep the set reviewable for your team.

Congrats—you’ve generated AI variants!

Next, assign those variants in a journey with AI decisioning.