|
| 1 | +id: creative_generative |
| 2 | +version: "1.0.0" |
| 3 | +title: "Generative creative agent" |
| 4 | +category: creative_generative |
| 5 | +summary: "Agent that takes a brief and generates finished creatives from scratch — no input assets required." |
| 6 | + |
| 7 | +narrative: | |
| 8 | + You run a generative creative platform — an AI ad network, a generative DSP, or any system |
| 9 | + that creates ad creatives from a natural-language brief and brand identity. The buyer doesn't |
| 10 | + push assets to you. Instead, they describe what they want, point you at a brand.json, and |
| 11 | + your agent produces finished creatives ready for trafficking. |
| 12 | +
|
| 13 | + This is fundamentally different from template-based transformation (Celtra) or library-based |
| 14 | + retrieval (Innovid). Your agent creates something new. The buyer sends a brief, optionally |
| 15 | + with seed assets or constraints, and your platform generates creatives — potentially in |
| 16 | + multiple formats at once. |
| 17 | +
|
| 18 | + This storyboard walks through the generation flow: format discovery, brief-driven generation, |
| 19 | + multi-format builds, iterative refinement, and quality progression from draft to production. |
| 20 | +
|
| 21 | +agent: |
| 22 | + interaction_model: stateless_generate |
| 23 | + capabilities: |
| 24 | + - supports_generation |
| 25 | + examples: |
| 26 | + - "OpenAds" |
| 27 | + - "AI ad networks" |
| 28 | + - "Generative DSPs" |
| 29 | + |
| 30 | +caller: |
| 31 | + role: buyer_agent |
| 32 | + example: "Scope3 (DSP)" |
| 33 | + |
| 34 | +prerequisites: |
| 35 | + description: | |
| 36 | + The caller needs a brand identity (brand.json at the brand's domain) for the agent |
| 37 | + to resolve visual identity — logos, colors, fonts, tone. The test kit provides a |
| 38 | + sample brand with campaign parameters. |
| 39 | + test_kit: "test-kits/acme-outdoor.yaml" |
| 40 | + |
| 41 | +phases: |
| 42 | + - id: format_discovery |
| 43 | + title: "Discover generative formats" |
| 44 | + narrative: | |
| 45 | + The buyer needs to know what your agent can generate. Unlike a template platform |
| 46 | + where formats are fixed dimensions, generative formats describe what the agent |
| 47 | + produces — the output type, constraints, and what inputs it accepts. A generative |
| 48 | + format might be "display_300x250_generative" that accepts a brief and produces |
| 49 | + a finished banner, or "social_post_generative" that creates platform-native content. |
| 50 | +
|
| 51 | + steps: |
| 52 | + - id: discover_formats |
| 53 | + title: "Discover available generative formats" |
| 54 | + narrative: | |
| 55 | + The buyer asks: "What can you generate?" Your platform returns the formats |
| 56 | + you support. Each format describes the output type, dimensions, and what |
| 57 | + inputs it needs (brief text, brand reference, seed images, etc.). |
| 58 | + task: list_creative_formats |
| 59 | + schema_ref: "creative/list-creative-formats-request.json" |
| 60 | + response_schema_ref: "creative/list-creative-formats-response.json" |
| 61 | + doc_ref: "/creative/task-reference/list_creative_formats" |
| 62 | + comply_scenario: creative_sync |
| 63 | + stateful: false |
| 64 | + expected: | |
| 65 | + Return your generative formats. Each format should include: |
| 66 | + - format_id with your agent_url and a unique id |
| 67 | + - Human-readable name and description |
| 68 | + - Asset slots describing what inputs are accepted (brief text, images, etc.) |
| 69 | + - Render dimensions for the output |
| 70 | + - Variables for any dynamic fields the buyer can control |
| 71 | +
|
| 72 | + sample_request: {} |
| 73 | + |
| 74 | + validations: |
| 75 | + - check: response_schema |
| 76 | + description: "Response matches list-creative-formats-response.json schema" |
| 77 | + - check: field_present |
| 78 | + path: "formats" |
| 79 | + description: "Response contains a formats array" |
| 80 | + - check: field_present |
| 81 | + path: "formats[0].format_id.agent_url" |
| 82 | + description: "Each format has a format_id with agent_url" |
| 83 | + |
| 84 | + - id: generate_from_brief |
| 85 | + title: "Generate from brief" |
| 86 | + narrative: | |
| 87 | + The buyer describes what they want in natural language and your agent generates |
| 88 | + a creative from scratch. The brief includes the campaign message, target audience |
| 89 | + context, and a brand reference so your agent can resolve visual identity. |
| 90 | +
|
| 91 | + This is the core generative flow. The buyer doesn't provide finished assets — |
| 92 | + they provide intent, and your agent creates. |
| 93 | +
|
| 94 | + steps: |
| 95 | + - id: build_draft |
| 96 | + title: "Generate a draft creative from brief" |
| 97 | + narrative: | |
| 98 | + The buyer sends a brief describing the campaign and a target format. Your |
| 99 | + agent generates a draft creative — fast, lower-fidelity output the buyer can |
| 100 | + review before committing to a production build. |
| 101 | +
|
| 102 | + The brief is passed as a message alongside the target format. The brand |
| 103 | + reference lets your agent resolve brand.json for visual identity. |
| 104 | + task: build_creative |
| 105 | + schema_ref: "media-buy/build-creative-request.json" |
| 106 | + response_schema_ref: "media-buy/build-creative-response.json" |
| 107 | + doc_ref: "/creative/task-reference/build_creative" |
| 108 | + comply_scenario: creative_flow |
| 109 | + stateful: false |
| 110 | + expected: | |
| 111 | + Return a generated creative manifest: |
| 112 | + - creative_manifest with the generated assets (images, copy, serving code) |
| 113 | + - format_id matching the target format |
| 114 | + - If include_preview is true, include a preview render |
| 115 | +
|
| 116 | + The output should be a coherent creative that reflects the brief and brand |
| 117 | + identity — not a template with placeholder text. |
| 118 | +
|
| 119 | + sample_request: |
| 120 | + message: "Create a display banner for a summer outdoor gear sale. Bold, adventurous tone. Headline should emphasize 40% off. Target audience: active adults 25-54." |
| 121 | + target_format_id: |
| 122 | + agent_url: "https://your-agent.example.com" |
| 123 | + id: "display_300x250_generative" |
| 124 | + brand: |
| 125 | + domain: "acme-outdoor.example.com" |
| 126 | + quality: "draft" |
| 127 | + include_preview: true |
| 128 | + |
| 129 | + validations: |
| 130 | + - check: response_schema |
| 131 | + description: "Response matches build-creative-response.json schema" |
| 132 | + - check: field_present |
| 133 | + path: "creative_manifest.assets" |
| 134 | + description: "Output manifest includes generated assets" |
| 135 | + - check: field_present |
| 136 | + path: "creative_manifest.format_id" |
| 137 | + description: "Output manifest includes format_id" |
| 138 | + |
| 139 | + - id: refine |
| 140 | + title: "Refine the creative" |
| 141 | + narrative: | |
| 142 | + The buyer reviews the draft and wants changes. They send the generated manifest |
| 143 | + back with refinement instructions. Your agent modifies the creative based on the |
| 144 | + feedback — adjusting copy, swapping imagery, or changing the layout. |
| 145 | +
|
| 146 | + This is iterative: the buyer can refine multiple times until they're satisfied, |
| 147 | + then request a production-quality build. |
| 148 | +
|
| 149 | + steps: |
| 150 | + - id: refine_creative |
| 151 | + title: "Refine with feedback" |
| 152 | + narrative: | |
| 153 | + The buyer passes the generated manifest back with a message describing what |
| 154 | + to change. Your agent applies the refinements and returns an updated creative. |
| 155 | + task: build_creative |
| 156 | + schema_ref: "media-buy/build-creative-request.json" |
| 157 | + response_schema_ref: "media-buy/build-creative-response.json" |
| 158 | + doc_ref: "/creative/task-reference/build_creative" |
| 159 | + comply_scenario: creative_flow |
| 160 | + stateful: false |
| 161 | + expected: | |
| 162 | + Return a refined creative manifest reflecting the requested changes. |
| 163 | + The output should preserve what worked in the original while applying |
| 164 | + the refinements. |
| 165 | +
|
| 166 | + sample_request: |
| 167 | + message: "Make the headline larger. Replace the mountain imagery with a trail running scene. Add a CTA button that says 'Shop Now'." |
| 168 | + creative_manifest: |
| 169 | + format_id: |
| 170 | + agent_url: "https://your-agent.example.com" |
| 171 | + id: "display_300x250_generative" |
| 172 | + assets: |
| 173 | + - asset_id: "generated_image" |
| 174 | + asset_type: "image" |
| 175 | + url: "https://your-agent.example.com/generated/abc123.jpg" |
| 176 | + - asset_id: "headline" |
| 177 | + asset_type: "text" |
| 178 | + text: "Summer Sale — 40% Off All Gear" |
| 179 | + target_format_id: |
| 180 | + agent_url: "https://your-agent.example.com" |
| 181 | + id: "display_300x250_generative" |
| 182 | + brand: |
| 183 | + domain: "acme-outdoor.example.com" |
| 184 | + quality: "draft" |
| 185 | + include_preview: true |
| 186 | + |
| 187 | + validations: |
| 188 | + - check: response_schema |
| 189 | + description: "Response matches build-creative-response.json schema" |
| 190 | + - check: field_present |
| 191 | + path: "creative_manifest.assets" |
| 192 | + description: "Refined manifest includes assets" |
| 193 | + |
| 194 | + - id: multi_format |
| 195 | + title: "Multi-format generation" |
| 196 | + narrative: | |
| 197 | + The buyer needs the creative in multiple sizes. Instead of generating each |
| 198 | + format separately, they pass target_format_ids (plural) and your agent produces |
| 199 | + all formats in a single call. This is where generative agents shine — adapting |
| 200 | + a concept across formats while maintaining visual coherence. |
| 201 | +
|
| 202 | + steps: |
| 203 | + - id: build_multi_format |
| 204 | + title: "Generate for multiple formats" |
| 205 | + narrative: | |
| 206 | + The buyer passes the refined manifest with multiple target formats. Your |
| 207 | + agent generates a creative for each format, adapting layout, copy, and |
| 208 | + imagery to fit each size while maintaining brand consistency. |
| 209 | + task: build_creative |
| 210 | + schema_ref: "media-buy/build-creative-request.json" |
| 211 | + response_schema_ref: "media-buy/build-creative-response.json" |
| 212 | + doc_ref: "/creative/task-reference/build_creative" |
| 213 | + comply_scenario: creative_flow |
| 214 | + stateful: false |
| 215 | + expected: | |
| 216 | + Return creative manifests for each requested format in creative_manifests |
| 217 | + (plural). Each manifest should: |
| 218 | + - Have a format_id matching one of the target formats |
| 219 | + - Contain complete, format-appropriate assets |
| 220 | + - Maintain visual coherence across formats |
| 221 | +
|
| 222 | + If a format cannot be produced, include it with an error — don't fail |
| 223 | + the entire request. |
| 224 | +
|
| 225 | + sample_request: |
| 226 | + message: "Generate production-ready versions for all three sizes." |
| 227 | + creative_manifest: |
| 228 | + format_id: |
| 229 | + agent_url: "https://your-agent.example.com" |
| 230 | + id: "display_300x250_generative" |
| 231 | + assets: |
| 232 | + - asset_id: "generated_image" |
| 233 | + asset_type: "image" |
| 234 | + url: "https://your-agent.example.com/generated/abc123-refined.jpg" |
| 235 | + - asset_id: "headline" |
| 236 | + asset_type: "text" |
| 237 | + text: "Summer Sale — 40% Off All Gear" |
| 238 | + - asset_id: "cta" |
| 239 | + asset_type: "text" |
| 240 | + text: "Shop Now" |
| 241 | + target_format_ids: |
| 242 | + - agent_url: "https://your-agent.example.com" |
| 243 | + id: "display_300x250_generative" |
| 244 | + - agent_url: "https://your-agent.example.com" |
| 245 | + id: "display_728x90_generative" |
| 246 | + - agent_url: "https://your-agent.example.com" |
| 247 | + id: "display_320x50_generative" |
| 248 | + brand: |
| 249 | + domain: "acme-outdoor.example.com" |
| 250 | + quality: "production" |
| 251 | + |
| 252 | + validations: |
| 253 | + - check: response_schema |
| 254 | + description: "Response matches build-creative-response.json schema" |
| 255 | + - check: field_present |
| 256 | + path: "creative_manifests" |
| 257 | + description: "Response contains creative_manifests array (plural)" |
| 258 | + |
| 259 | + - id: production_build |
| 260 | + title: "Production build" |
| 261 | + narrative: | |
| 262 | + The buyer is satisfied with the concept and needs a final, production-quality |
| 263 | + creative ready for trafficking. They switch quality from draft to production. |
| 264 | + Your agent generates the finished output with full-fidelity assets. |
| 265 | +
|
| 266 | + steps: |
| 267 | + - id: build_production |
| 268 | + title: "Build at production quality" |
| 269 | + narrative: | |
| 270 | + The buyer requests a production-quality build of the approved concept. Your |
| 271 | + agent generates the final creative with full-fidelity rendering, polished |
| 272 | + assets, and serving code ready for trafficking. |
| 273 | + task: build_creative |
| 274 | + schema_ref: "media-buy/build-creative-request.json" |
| 275 | + response_schema_ref: "media-buy/build-creative-response.json" |
| 276 | + doc_ref: "/creative/task-reference/build_creative" |
| 277 | + comply_scenario: creative_flow |
| 278 | + stateful: false |
| 279 | + expected: | |
| 280 | + Return a production-quality creative manifest: |
| 281 | + - Full-fidelity generated assets |
| 282 | + - Serving code (HTML, JavaScript, or VAST) ready for trafficking |
| 283 | + - Provenance metadata if AI-generated (digital_source_type, ai_tool) |
| 284 | +
|
| 285 | + sample_request: |
| 286 | + message: "Final production build. No changes needed." |
| 287 | + creative_manifest: |
| 288 | + format_id: |
| 289 | + agent_url: "https://your-agent.example.com" |
| 290 | + id: "display_300x250_generative" |
| 291 | + assets: |
| 292 | + - asset_id: "generated_image" |
| 293 | + asset_type: "image" |
| 294 | + url: "https://your-agent.example.com/generated/abc123-refined.jpg" |
| 295 | + - asset_id: "headline" |
| 296 | + asset_type: "text" |
| 297 | + text: "Summer Sale — 40% Off All Gear" |
| 298 | + - asset_id: "cta" |
| 299 | + asset_type: "text" |
| 300 | + text: "Shop Now" |
| 301 | + target_format_id: |
| 302 | + agent_url: "https://your-agent.example.com" |
| 303 | + id: "display_300x250_generative" |
| 304 | + brand: |
| 305 | + domain: "acme-outdoor.example.com" |
| 306 | + quality: "production" |
| 307 | + include_preview: true |
| 308 | + |
| 309 | + validations: |
| 310 | + - check: response_schema |
| 311 | + description: "Response matches build-creative-response.json schema" |
| 312 | + - check: field_present |
| 313 | + path: "creative_manifest.assets" |
| 314 | + description: "Production manifest includes assets" |
| 315 | + - check: field_present |
| 316 | + path: "creative_manifest.format_id" |
| 317 | + description: "Production manifest includes format_id" |
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