---
name: creative-fatigue-mutation
description: Use when an ad may be fatiguing, the user needs refresh timing, or they want new variants derived from proven creative elements while preserving a clear testing logic.
---

# Creative Fatigue and Mutation

Distinguish fatigue from other reasons a creative slows down, then plan refreshes that teach something.

## Fatigue assessment

Useful evidence includes launch date, spend/exposure over time, reach, frequency, CPM, CTR, CPC, CVR, CPA/ROAS, audience size, placement mix, and creative rotation history.

Signals can include:

- rising frequency with falling response
- CTR decay after stable delivery
- worsening CPA/ROAS without a corresponding funnel/site change
- repeated exposure concentrated in a finite audience
- performance recovery after refresh

Do not infer fatigue from age alone. A creative can be old and still incremental, or new and already weak.

Classify state as:

- `fresh`
- `performing`
- `early-fatigue`
- `fatigued`
- `exhausted`
- `uncertain`

Use `uncertain` when attribution, audience, auction, or site changes could explain the decay.

## Mutation logic

Start from the creative hypothesis, not random cosmetic changes. Preserve one proven element and vary one meaningful dimension when possible.

Mutation dimensions can include:

- hook
- angle / problem framing
- proof mechanism
- offer framing
- demo sequence
- CTA
- visual opening
- copy structure
- format / duration

Use crossover only when two parent creatives have independently supported strengths and the combination has a clear hypothesis.

## Refresh plan

For each proposed variant include:

- what stays constant
- what changes
- why it changes
- intended audience response
- success metric
- minimum evidence needed before judging

## Output contract

Return fatigue diagnosis, evidence, alternative explanations, refresh priority, and a test-ready variant matrix. Do not promise a remaining lifespan in days unless the time-series evidence supports that estimate.