Generative tools can help marketers explore several creative directions quickly, but they should not be confused with evidence that an ad will convert. A team compares several visual and narrative directions, looking for the one that best communicates a product’s value and matches the brand. Start with one product, three competing storiesA useful exercise is to take one product and develop three genuinely different story angles. Build a compact concept pack for each directionEvery concept does not need a full campaign deck. Move into conventional production when:The campaign direction has been chosen.