The creativity level is set when you create a campaign and can be chosen per generation afterwards. All four levels are available on paid plans.
What each one does
Conservative produces safe, brand-aligned copy that plays by the rules. Nothing here will embarrass you and nothing will be remembered.
Standard balances proven angles with a fresh edge. The sensible default.
Spicy pushes creative boundaries while staying strategic. The important half of that sentence is the second half: it is still writing to your brief.
Crazy produces wild ideas for campaigns that demand attention. It is not a formatting mistake, it is a swing.
Where each one actually belongs
Conservative for regulated categories, for enterprise B2B where the buyer's procurement team reads the ad, and for anything a legal team will review. Also for meta descriptions, where clever is rarely the goal.
Standard for most content: articles, emails, social posts, the first draft of anything.
Spicy for ad copy in crowded auctions, for social posts that need to stop a scroll, and for hooks. Counter-intuitively, Spicy often produces plainer language than Conservative, because safe copy tends toward corporate padding while spicier copy is willing to be blunt.
Crazy for ideation rather than output. Run it when you want angles you would not have thought of, harvest the two that are usable, then regenerate those at Standard or Spicy.
The mistake to avoid
Setting Conservative once, generating forty assets, then concluding Aiter writes bland copy.
If your output feels safe and you have not checked this setting, check this setting. It is the single fastest fix available and it costs one generation to test.
A working method
Generate the same asset at two levels. Standard and Spicy is the usual pair. Read both sets together and pick across them.
You will typically find the structure you want in one and the phrasing you want in the other, which is a better outcome than four rolls at one level.
Frequently asked questions
Does higher creativity mean less accurate?
It changes angle and tone, not the facts in the brief. Read anything making a specific claim, as you would with any draft from any writer.
Can I change the level for one generation?
Yes. The campaign has a default and individual generations can use a different level.
Which levels come with which plan?
All creativity levels are available on paid plans.