Amazon Ads launches Creative Agent for UK creatives
On February 12, 2026, Amazon Ads introduced Creative Agent - a conversational, AI-powered partner inside Creative Studio. It helps UK advertisers research products and audiences, brainstorm directions, develop storyboards, and produce video and display ads. It lives where you already build assets, so concepting and production stay in one flow.
What it is
Inside Creative Studio, click "chat" to open Creative Agent. You can brief it, explore concepts, and iterate in real time. It moves from strategy to storyboard to finished ad units without breaking the thread.
Why this matters for creatives
- Faster from brief to first concepts, so you spend more time refining the big idea.
- Data-informed angles grounded in shopping behavior and product detail pages (Research).
- Storyboards you can share with stakeholders before committing to production.
- On-demand collaboration - helpful for small teams and tight turnarounds.
"This is about more than speed - it's about giving every advertiser and agency access to the kind of strategic, high-quality creative support that once only large brands could afford," said Phil Christer, Managing Director of Amazon Ads UK. "With Creative Agent, businesses can explore bold ideas, collaborate in real time, and bring professional ads to life - always on, at no extra cost."
How it works
Creative Agent draws on Amazon retail insights to understand your brand and products - what makes them stand out, which benefits matter, and how customers shop the category. It pairs customer shopping signals with data from your product pages, brand store, and website to propose angles that are more likely to land.
Under the hood
Creative Agent is built on AWS and uses foundation models on Amazon Bedrock - including Amazon Nova and Anthropic Claude - orchestrated to keep the ad development process cohesive. For context on the platform, see Amazon Bedrock.
Where it fits in your workflow
- Kickoff: Drop in a product URL, target outcome, and constraints (channels, length, formats).
- Audience angles: Ask for distinct value props per segment and the proof points behind each.
- Concepting: Generate 3-5 storyboard options with visual direction, hooks, and CTAs.
- Scripting: Iterate on script beats, VO, supers, and product moments.
- Production: Output display and video variants, then refine based on previews and feedback.
- Toolstack: Pair with Amazon Ads' Video Generator and Image Generator for fast asset polish.
Prompts that get strong results
- "Here's our product page. Create three storyboard concepts for 15s mobile video ads: one demo-led, one testimonial-led, one benefits-first. Include opening hook and closing CTA."
- "Give me display ad variations for two audiences: first-time buyers vs. brand loyalists. Specify headline, image idea, and color cues drawn from our brand store."
- "List product features that differentiate us vs. top category sellers. Translate each into a visual moment for a 6s bumper."
Availability and cost
Creative Agent is accessible to UK advertisers within Creative Studio. As noted in the announcement, it's available "always on, at no extra cost." For platform access and updates, visit Amazon Ads.
"AI is advancing at an incredible pace," added Christer. The upside for creatives is clear: quicker iterations, tighter alignment with shopper intent, and a smoother path from insight to on-brand assets.
Upskill your team
If you want structured training to integrate AI into creative workflows, explore role-based options such as the AI Learning Path for UX/UI Designers.
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