• by Laurie Sullivan , Yesterday

Amazon Ads has announced an agentic AI tool that enables advertisers to create campaign ads in Creative Studio.

Jay Richman, vice president of creative products and technology at Amazon Ads, explains how companies can explore ideas, collaborate in real time, and create professional looking ads.

A click in Creative Stuidio, available in Ad Console, enables a conversational chat that provides access to the AI-powered tool. The agent will ask for a variety of information such as product webpages, Amazon product detail pages, relevant audiences, brand guidelines, and previous brand ads or images.

The platform conducts product and audience research to respond with several advertising concept options and taglines, explaining how it conceived the concepts. It brainstorms ideas, develops creative concepts in a storyboard format, and produces video and display ads to show visually what the ads will look like, and what the message conveys to shoppers. 

The AI agent builds a multi-scene videos scripts and display ads complete with animations, music, and voiceovers that can run across Sponsored Brands, Sponsored Display, Amazon DSP, and Brand Stores.

The retailer can select from one of three proposed taglines and ad ideas or have the tool start again and generate entirely new options.

Bird Buddy, a smart bird feeder, became an early adopter of the tool. It ran a Father's Day campaign that generated 1.64% clickthrough rate during the first nine days leading up to the holiday.

Results represented a 121% improvement compared with the company’s existing Sponsored Brand campaigns. This success exceeded immediate performance targets and established a new approach to their seasonal marketing that could be replicated for future campaigns.

Amazon’s retail insights power the tool to create the ads. It not only understands the advertiser’s brand and products, but the features consumers want and why the product stands out.

The platform has an intelligent creative feature that analyzes audience signals, considers consumer behavior, product and brand details and brand assets to create ad themes.

It pulls in customer shopper signals, combines this with information from the advertiser’s product pages, brand store, and website, then generates and designs an ad creative for specific consumers.

Developing sophisticated ad creative traditionally requires significant budget and resources — often with an investment of tens of thousands of dollars and weeks of time spent, according to Amazon Ads data.