AdCP — Generative Creative

Generative production is an operation, not a separate format category. The output still conforms to a canonical creative contract such as image, video_hosted, native_in_feed, or sponsored_placement. Three tiers of generative creative: static output, optimized asset combinations, and context-generated variants

Three tiers of generative creative: static output, optimized asset combinations, and context-generated variants

Discover a generation capability

Call the creative agent’s get_adcp_capabilities and inspect creative.supported_formats[]. A usable entry has build in operations and a canonical declaration compatible with the target product.

{
  "capability_id": "native_launch_generator",
  "operations": ["build", "preview"],
  "format": {
    "format_kind": "native_in_feed",
    "params": {
      "slots": [
        { "asset_group_id": "title", "asset_type": "text", "required": true },
        { "asset_group_id": "main_image", "asset_type": "image", "required": true },
        { "asset_group_id": "landing_page_url", "asset_type": "url", "required": true }
      ]
    }
  }
}

list_creative_formats is deprecated in 3.2. If you do not already know which creative agent to call, query the registry by canonical kind or exact publisher format option.

Generate from a brief

{
  "message": "Create a concise native launch ad for Acme Outdoor's Trail Pro boot. Use an adventurous tone and a direct call to action.",
  "target_capability_id": "native_launch_generator",
  "brand": { "domain": "acmeoutdoor.example" },
  "quality": "draft",
  "include_preview": true
}

The agent returns a portable canonical manifest:

{
  "status": "completed",
  "creative_manifest": {
    "format_kind": "native_in_feed",
    "assets": {
      "title": { "asset_type": "text", "content": "Find your next summit" },
      "main_image": {
        "asset_type": "image",
        "url": "https://cdn.acmeoutdoor.example/trail-pro-native.jpg",
        "width": 1200,
        "height": 628
      },
      "landing_page_url": {
        "asset_type": "url",
        "url": "https://acmeoutdoor.example/trail-pro"
      }
    }
  }
}

The manifest does not contain capability_id. Before trafficking to a product that requires exact option routing, add the appropriate publisher or product format_option_ref.

Transform existing creative

Provide an existing canonical manifest plus a target capability:

{
  "message": "Adapt this landscape image into a vertical short-video concept",
  "creative_manifest": {
    "format_kind": "image",
    "assets": {
      "image_main": {
        "asset_type": "image",
        "url": "https://cdn.acmeoutdoor.example/trail-pro-landscape.jpg",
        "width": 1200,
        "height": 628
      }
    }
  },
  "target_capability_id": "vertical_video_generator",
  "quality": "production"
}

For priced or configurable generation services, discover a transformer_id through list_transformers. Its output_capability_ids[] declares the allowed targets; typed generation knobs go in config.

Multi-output generation

{
  "message": "Produce the approved launch concept for both display placements",
  "target_capability_ids": ["display_300x250", "display_728x90"],
  "brand": { "domain": "acmeoutdoor.example" },
  "quality": "production"
}

The response contains one canonical manifest per requested capability, in request order. Multi-output requests are atomic.

Seller-side and impression-time generation

A seller may accept a brief, catalog, or other structured inputs and compose the final ad later. The product’s canonical declaration expresses this through its slots and production parameters. The buyer submits a canonical manifest containing those inputs through sync_creatives; the seller/publisher runtime performs the impression-time composition. That runtime is not discovered as a creative-agent renderer. If the seller also exposes preview or pre-build operations, it advertises them explicitly in its own creative.supported_formats[].

quality controls build fidelity (draft or production).
preview_quality controls visualization fidelity independently.
Use refine_from_build_variant_id to refine a previously returned build leaf when the agent advertises refinement support.
max_variants and variant_axis request alternatives; keep_mode is advisory and does not change billing for produced leaves.

Failure handling

FORMAT_NOT_SUPPORTED: refresh get_adcp_capabilities and choose an advertised capability.
Field-attributed config.* error: correct the selected transformer’s typed configuration.
Target declaration mismatch: choose a capability whose full canonical envelope satisfies the product; matching only format_kind is insufficient.
Missing seller option: use the target product’s format_options[], not an agent-local capability ID, for package and manifest routing.

Getting Started

Building with AdCP

Protocol

Using AAO

FAQ

Trust & Security

Reference

Certification

Generative Creative

Discover a generation capability

Generate from a brief

Transform existing creative

Multi-output generation

Seller-side and impression-time generation

Quality and refinement

Failure handling

​Discover a generation capability

​Generate from a brief

​Transform existing creative

​Multi-output generation

​Seller-side and impression-time generation

​Quality and refinement

​Failure handling

​Related

Discover a generation capability

Generate from a brief

Transform existing creative

Multi-output generation

Seller-side and impression-time generation

Quality and refinement

Failure handling

Related