Amazon Ads launches AI tools to speed up creative development and campaign management
Amazon Ads has released two AI tools in India designed to help advertisers create and manage campaigns faster. Creative Agent and Ads Agent automate tasks across the ad development lifecycle, from initial concept to performance analysis.
Creative Agent generates ads from product data
Creative Agent works within Amazon's Creative Studio using a chat interface. Advertisers input product pages, brand assets and customer data, then the tool generates campaign concepts, scripts and finished ads in video and display formats.
The system produces storyboard-based ads that users can edit before final production. It also handles voiceover and music integration, reducing the time needed to develop creative assets from weeks to hours.
Frido, an early user, reported a 40% increase in click-through rate on a streaming TV campaign after using Creative Agent. The company said the tool eliminated the typical trade-off between speed and creative quality.
Creative Agent supports multiple ad formats across Amazon's advertising platform. It draws on generative video capabilities to produce finished video content alongside static display ads.
Ads Agent automates campaign planning and optimization
Ads Agent handles campaign management tasks within Amazon Marketing Cloud, with integration into Campaign Manager planned for later this year. The tool identifies audience segments, adjusts campaign pacing and generates SQL queries for analytics using natural language input.
Advertisers can ask questions about their data in plain English rather than writing code. The tool reviews multiple audience segments and recommends targeting options to streamline analysis.
Broader context
The launch reflects a wider shift among advertisers toward AI-powered tools for campaign automation. Girish Prabhu, Vice President and Head of Amazon Ads India, said the tools aim to give small businesses and established brands access to the same AI capabilities.
For creative professionals, these tools shift focus from repetitive production work toward strategy and refinement. Understanding how to brief AI systems and evaluate their output is becoming essential.
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