# Creative intelligence

> **Title:** Creative intelligence — Rival Ads Docs
> **Description:** Understand ad hooks, angles, personas, visual styles, transcripts and on-screen text in Rival Ads.
> **Canonical URL:** https://www.rivalads.io/docs/creative-intelligence
> **Note:** This is the markdown twin of https://www.rivalads.io/docs/creative-intelligence. Append `.md` to any Rival Ads page URL to get markdown.

---

Creative intelligence reads an individual ad’s creative and copy. It helps a marketer compare how competitors open ads, frame the problem, speak to an audience and ask for action.

It is different from an **AI strategy read**: creative intelligence describes individual ads, while a strategy read summarizes the competitive changes across a weekly or monthly period.

## Where to find it

Open a monitor, select **Ads**, and look for:

- The **Creative intelligence** summary above the results.
- An ad’s **Intelligence** action in Gallery, Board or Table.
- The **Angle** filter once relevant ads have been read.

Newly discovered ads are read after the source check. The interface shows **Reading this ad…** while work is in progress; hooks and angles usually land a few minutes after a sync.

## Summary fields

The expanded **Creative intelligence** summary can show:

- The mix of messaging angles in the selected period.
- **Longest-running hooks**.
- **Who they're targeting**.
- How many ads have been read and how many are still being processed.

The summary follows the current Day, Week or Month period and active filters.

## Per-ad fields

Select **Intelligence** on an ad to view available evidence:

- **Hook** — the opening line or idea used to earn attention.
- Angle — a consistent category such as Social proof, Problem / solution, Offer, Testimonial, Product demo, Urgency, Educational, Comparison or Lifestyle.
- Persona — the audience the ad appears to address.
- Visual style — such as UGC, Studio, Motion graphics, Screen recording, Text-led, Product shot, Meme or Animation.
- **Transcript** — spoken words recovered from supported video audio.
- **On-screen text** — words visible in the creative.
- **Ad copy** — the source-provided body copy.

Some fields will be absent when the source provides limited media, audio is unclear or the creative cannot be read reliably. The original **Ad copy** and **View at source** remain useful checks.

## Language and verbatim evidence

Creative-intelligence controls and category labels follow the viewer’s dashboard language. The evidence itself does not: ad copy, hooks, transcripts and on-screen text stay exactly as the advertiser published or spoke them. Changing a personal, workspace, project or report language does not regenerate an ad’s creative intelligence.

## How to use it

Scenario: a competitor launches ten ads. Filter **Angle** to Offer and compare the hooks. Save the strongest examples to an “Offers” folder, then use the strategy read to see whether the campaign represents a broader shift.

Creative intelligence is research assistance, not performance data. It cannot know conversions, spend or why the advertiser made a decision.

For the underlying views, see [Ad activity & data](/docs/ad-data). For period-level conclusions, see [Strategy reads & reporting](/docs/ai-analysis). For the complete language model, see [Languages & translated content](/docs/languages).