# Offline-to-Online Creative Optimization with Generative Models and Adaptive Testing

arXiv: https://arxiv.org/abs/2607.23696 · HTML: https://mlsanity.com/paper/2607.23696/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Placed in Diffusion and flow policies for offline RL, one of 13 directions in Offline RL and imitation learning from data.
- Builds on 10 of its 21 references that are in the map.
- First posted on arXiv 26 Jul 2026.

## Placed in

- Offline RL and imitation learning from data / [Diffusion and flow policies for offline RL](https://mlsanity.com/offlinerl/diffusion-and-flow-policies-for-offline-rl/)

## Builds on (most cited first, 10 of 10)

- [The Llama 3 Herd of Models](https://mlsanity.com/paper/2407.21783/) (2024)
- [Dense Passage Retrieval for Open-Domain Question Answering](https://mlsanity.com/paper/2004.04906/) (2020)
- [Offline Reinforcement Learning: Tutorial, Review, and Perspectives on Open Problems](https://mlsanity.com/paper/2005.01643/) (2020)
- [Conservative Q-Learning for Offline Reinforcement Learning](https://mlsanity.com/paper/2006.04779/) (2020)
- [Off-Policy Deep Reinforcement Learning without Exploration](https://mlsanity.com/paper/1812.02900/) (2018)
- [AWAC: Accelerating Online Reinforcement Learning with Offline Datasets](https://mlsanity.com/paper/2006.09359/) (2020)
- [lil' UCB : An Optimal Exploration Algorithm for Multi-Armed Bandits](https://mlsanity.com/paper/1312.7308/) (2013)
- [Bayesian Optimization for Policy Search via Online-Offline Experimentation](https://mlsanity.com/paper/1904.01049/) (2019)
- [LOLA: LLM-Assisted Online Learning Algorithm for Content Experiments](https://mlsanity.com/paper/2406.02611/) (2024)
- [TextBO: Bayesian Optimization in Language Space for Eval-Efficient Self-Improving AI](https://mlsanity.com/paper/2511.12063/) (2025)

## Abstract (arXiv)

Ad creative optimization is increasingly constrained by evaluation rather than generation. Generative models can produce many plausible creatives, but reliable evaluation requires online experiments, in which only a limited slate can be tested. We study how to use data from historical A/B tests to generate and select the candidates in that slate. We developed and deployed a performance-driven offline-to-online workflow that guides creative generation with a predictive model as an inference-time critic. In the offline phase, we use a predictive model trained on historical experiments to rank and refine variants created by a generative model. A final test slate is then deployed in an online adaptive experiment. In a 50-arm field experiment, we found that the best creative generated with this method yielded 45.1% higher engagement than the best human-authored creative. Two additional experiments showed the same upper-tail pattern, with lifts of 46.7% and 36.2%. We found that despite the predictive model being too noisy to directly identify the best creative offline, it effectively guides the generative model toward creating strong candidates that can be efficiently evaluated in an adaptive experiment. The results suggest a design principle for creative optimization with generative models: use predictive models to guide generation of a slate to test, judge the slate by whether it contains high-performing candidates at a feasible test size, and use adaptive experiments to select among candidates while limiting traffic lost to weak arms.