October 15, 2024: This article has been updated to reflect the launch of AI creative studio and Audio generator announced at unBoxed 2024.
Amazon Ads announced AI creative studio and Audio generator—two new generative AI tools designed to lower creative barriers and expand opportunities for advertisers, and create a more dynamic and engaging experience for customers.
“We’re excited to introduce these new AI-powered creative tools, which have the potential to transform how brands connect with Amazon customers,” said Jay Richman, vice president of Creative Experiences for Amazon Ads. “By reducing the complexities of working across multiple formats and placements, these innovations empower advertisers to more easily reach their audiences across the shopping journey. They can also easily update creatives seasonally, generate fresh, trend-driven content, and tailor ads to different use cases. This leads to a more dynamic and engaging customer experience, ultimately helping to drive overall campaign performance.”
AI creative studio
AI creative studio brings Amazon Ads AI-powered image and video—and in the future, audio—generation capabilities together within a single experience so that advertisers can conceptualize, create, and refresh content easily, regardless of format. Advertisers of all sizes and skill levels can use AI creative studio to research, generate, refine, and publish a variety of high-quality ad creatives produced from a single product shot, product page, or existing ad creative.
Brands can also explore the AI gallery—a content hub that houses examples of re-creatable ad formats, themes and designs—to spark inspiration. For example, an advertiser might start by choosing a “zen”-inspired theme. They could then take a product shot of their handmade ceramic mug on a plain white backdrop and transform it into a captivating image featuring the mug in a serene picnic setting against a picturesque, tranquil prairie background. AI creative studio provides unlimited storage for advertisers’ creations, so that brands can have a breadth of assets ready for live campaigns. It is currently available in beta for U.S. advertisers.
Audio generator
Within just minutes of submitting an ASIN, Audio generator produces ad copy and a high-quality 30-second audio ad at no additional cost. This technology lowers the barrier of entry for audio advertising, helping customers discover new brands and products while they listen to their favorite audio content. Audio generator is currently available in beta for Amazon DSP advertisers.
Recently, Amazon Ads announced a new feature that uses generative AI technology to make it easier for advertisers to create more interesting and relevant video ads for customers. The new feature, Video generator, creates visually rich video content in a matter of minutes and at no additional cost. Using a single product image, Video generator curates custom AI-generated videos tailored to a product's distinct selling proposition and features, leveraging Amazon's unique insights to vividly bring a product story to life.
We also introduced a new live image capability that makes it fast and easy for brands to create short, animated campaign images—like steam rising from a cup of coffee, or flowers swaying in the breeze.
Live image will be offered as part of Image generator (launched last October), our first generative AI-powered technology designed to remove creative barriers and enable brands to produce lifestyle imagery that enhances ad performance.
Amazon Ads developed Video generator in response to advertiser feedback and industry data. According to a recent study from Wyzowl, 89% of consumers said they want to see more videos from brands in 2024, while businesses reported the lack of time and cost as the top barriers to video marketing.
Both Video generator and live image are currently available in beta to select U.S. advertisers. We will evolve these capabilities based on feedback from our beta advertisers, fine-tuning the technology before a wider release to ensure the highest-quality experience for our customers.
We will continue inventing with AI to create new ways brands can seamlessly create engaging ad content that resonates with customers, across all media types.
