Amazon has introduced new artificial intelligence (AI) tools designed to help advertisers create engaging content across multiple media formats. The announcement, made on October 15, 2024, at the company's unBoxed 2024 event, expands Amazon's existing family of generative AI tools to include all media types.
AI Creative Studio Amazon
The centerpiece of Amazon's announcement is AI Creative Studio, a new platform that brings together the company's AI-powered creative generators into a single application. This tool allows brands to conceptualize, create, and refresh content regardless of format, making it easier to build and scale campaigns in innovative ways.
According to 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 target audiences at every stage of the marketing funnel."
Key features of AI Creative Studio include:
- AI Gallery: A content hub housing examples of re-creatable ad formats, concepts, and designs to inspire advertisers
- Multi-format creation: Ability to generate display, video, and (in the future) audio ads from a single product shot or existing creative
- Customization options: Adjustments for aspect ratios, styles, lighting, camera angles, colors, and tone presets
- Direct integration: Resulting ads can be saved directly to the advertiser's creative asset library within existing campaign workflows
AI Creative Studio is currently available in beta for select U.S. advertisers.
Audio Generator
In addition to AI Creative Studio, Amazon has introduced Audio Generator, a tool that enables advertisers to develop engaging, interactive audio ad creative in minutes. This technology aims to make audio advertising more accessible to a broader range of brands.
Key aspects of Audio Generator include:
- Automated script creation based on product information
- Customizable voice, tone, and background music options
- Generation of 30-second interactive audio ads
- Ability to refine and optimize ads at any point
- Interactive elements, such as "Alexa, add to cart"
Audio Generator is now available in beta for U.S. advertisers via the Amazon DSP (Demand-Side Platform).
Amazon's expansion of its AI-powered creative tools has the potential to significantly impact the advertising industry. By lowering creative barriers and expanding opportunities for advertisers to scale their reach, these tools could level the playing field for brands of all sizes.
According to Amazon Ads findings, brands who used Image Generator between October 2023 and June 2024 saw, on average, almost 5% more sales per advertiser. This data suggests that AI-generated creative can have a measurable impact on advertising performance.
AI in Advertising
Amazon's latest announcements come amid a growing trend of AI integration in the advertising industry. As AI technologies continue to advance, they are increasingly being used to automate and optimize various aspects of ad creation and placement.
The introduction of these tools by Amazon, one of the world's largest e-commerce and advertising platforms, could accelerate the adoption of AI in advertising across the industry. It may also prompt other major players in the space to develop similar offerings to remain competitive.
While the current focus is on image, video, and audio ad creation, Amazon hints at future expansions of its AI capabilities. Richman states, "This is just the beginning," suggesting that further innovations in AI-powered advertising tools may be on the horizon.
As these technologies continue to evolve, advertisers will likely need to adapt their strategies to fully leverage the potential of AI-generated creative. This could lead to shifts in how advertising campaigns are conceived, executed, and measured.
Key Facts
- Announcement date: October 15, 2024
- New tools introduced: AI Creative Studio and Audio Generator
- AI Creative Studio features: Multi-format ad creation, AI Gallery for inspiration, customization options
- Audio Generator capabilities: Automated script creation, voice and music customization, 30-second interactive audio ads
- Availability: Beta for select U.S. advertisers
- Reported impact: 5% increase in sales for brands using Image Generator (Oct 2023 - Jun 2024)