Amazon Ads launches AI tools for creative generation and campaign management in India
Amazon Ads introduced Creative Agent and Ads Agent in India, two tools designed to automate ad creation and campaign optimization. The rollout reflects a shift toward AI-led workflows across the advertising industry.
Creative Agent operates within Creative Studio using a conversational interface to generate video and display ads. The tool analyzes product data, brand inputs and audience signals to move campaigns from concept through final output. Advertisers can edit and intervene at different stages, maintaining human oversight alongside automation.
Ads Agent handles campaign execution and analytics. It automates audience identification, campaign pacing and query generation for data analysis. The tool recommends audience segments and keywords by processing large datasets, though advertisers review and refine suggestions before implementation.
Girish Prabhu, Vice President and Head of Amazon Ads India, said the tools give advertisers "access to AI-powered intelligence and our insights-be it a small business or an established brand."
How creatives benefit
For creative professionals, Creative Agent reduces manual work in early-stage ad development. The tool handles concept generation and initial creative production, freeing teams to focus on strategic decisions and refinement rather than routine production tasks.
The tool works with generative video capabilities, meaning it can produce video ad content automatically. This addresses one of the most time-intensive parts of ad workflows.
Ads Agent's audience and keyword recommendations also affect creative strategy. Understanding which segments perform well shapes how creatives approach messaging and format decisions.
Early results and limitations
Ganesh Sonawane, CEO of Frido, said the tools helped launch a Streaming TV campaign faster than previous timelines. He noted the team tested more concepts and saw stronger results without increasing creative spend.
These results come from company-provided case studies. Independent validation of performance improvements across different advertiser types remains limited. Results may vary based on data quality, how much control advertisers retain and measurable return on investment over time.
Ads Agent is currently available in Amazon Marketing Cloud, with expansion to Campaign Manager expected later this year.
The launch reflects how major ad platforms embed AI deeper into both creative and operational layers. For creative teams, the practical impact depends on how well these tools integrate with existing workflows and whether they genuinely reduce busywork or simply shift it elsewhere.
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