Runway has launched an AI agent that creates ad variations and analyzes their performance across platforms, pushing the video-generation startup deeper into advertising.

Runway Ads went live today inside the company's web app. The agent connects directly to a brand's accounts on Meta, Google and TikTok. AI development platform Lovable is the launch partner.

The tool works as a closed creative loop. It can recreate existing ads, spin out variations, and localize them for other markets. It then publishes the versions a human has approved. Once the ads run, the agent pulls performance data back from each platform and uses it to inform the next round of creative.

That loop addresses a problem Runway sees as structural. "The number of surfaces that [brands] need to be across and the audience that you need to get in front of is growing exponentially," said Jamie Umpherson, Runway's chief creative officer.

The launch signals where Runway believes the advertising business is heading. Generative video is no longer just a production shortcut. Runway has built an agent that sits inside the media-buying stack itself, connecting creative generation to distribution and measurement in one system.

For brands, the model changes the economics of creative testing. Instead of producing a handful of ad variants manually, marketers can generate localized versions at scale, approve them, and let the agent feed performance signals back into iteration. Humans stay in the loop at the approval stage, but the agent handles recreation, variation, localization, publishing and analysis.

The choice of launch partner points to Runway's initial target market. Lovable, which builds AI development tooling, is a digital-native brand that already runs performance campaigns across the platforms Runway Ads supports.

The move puts Runway in competition with a growing field of AI creative-optimization tools from adtech vendors and the platforms themselves. Runway's differentiator is its generative video technology, which underpins the agent's ability to produce new ad creative rather than reformat or trim existing assets.

With performance data now flowing back into creative generation, Runway Ads positions the company as an operating layer for advertising rather than a standalone video tool. How quickly brands beyond Lovable adopt the agent will test whether generative video can become standard infrastructure for cross-platform campaign work.