Amazon has introduced generative artificial intelligence (AI) technology to provide advertisers with tools to improve their campaigns and create more compelling ads.

This development follows a March 2023 survey by Amazon, revealing that a significant percentage of advertisers faced challenges in constructing successful campaigns, citing ad creative development and format selection as their primary obstacles. 

Amazon Ads launches image generation in beta

Amazon Ads has taken a significant step by launching image generation in beta.

The tool enables brands to generate lifestyle imagery, potentially amplifying the impact of their ads. 

For instance, a product displayed against a white background can be transformed into a scene on a kitchen counter, potentially boosting click-through rates in mobile-sponsored brand ads. 

Facilitating advertisers with simplified creativity

Amazon ads products and technology senior vice-president Colleen Aubrey acknowledged the challenges advertisers encounter in producing engaging content stating: "Producing creatives can increase cost and often requires introducing additional expertise into the advertising process." 

Amazon Ads aims to address these challenges, focusing on reducing friction for advertisers and enhancing the overall advertising experience for customers.

Simplifying the creative process

Aubrey emphasised the simplicity of the image generation capability, saying: “Providing tools to make image generation simple and easy is another way for us to support advertisers while also making the ads our customers see more engaging and visually rich.” 

The tool, integrated into the Amazon Ad Console, allows advertisers to select their product and click "Generate." Generative AI then produces a set of lifestyle and brand-themed images, which can be further refined through short text prompts. 

This user-friendly approach ensures that even advertisers without technical expertise can create brand-themed imagery. 

Aubrey affirmed: "Any advertiser can use a simple tool to create lifestyle creative assets that make their campaigns more compelling, at no additional cost," underlining the accessibility and cost-effectiveness of this solution.

The future of ad creativity

Amazon Ads has initiated the rollout of image generation to select advertisers, with plans to expand availability gradually.

The platform remains committed to refining and enhancing the image generation experience based on customer feedback, marking a stride toward a more seamless and impactful advertising future.