Amazon Launches AI Assistant to Streamline Ad Campaigns
Amazon has introduced a new generative artificial intelligence (AI) tool designed to serve as a digital “creative partner” for marketers. This innovative chat-based assistant is now available in beta through Amazon’s Creative Studio portal and is aimed at enhancing the ad campaign development process from start to finish.
The new assistant taps into Amazon’s vast retail data and cloud computing power to assist with a variety of marketing tasks. These include conducting product and audience research, brainstorming ideas, developing storyboards, and generating both display and video ad assets. All of these assets can be deployed across Amazon Ads platforms, such as Amazon DSP, Sponsored Display, Sponsored Brands, and Sponsored Brand Video.
Democratizing Access to High-Quality Creative Support
According to Amazon, the new AI tool is more than just a time-saver; it’s a resource designed to level the playing field for small- and mid-sized brands. Companies that previously lacked the budget to produce high-end marketing campaigns can now access AI-powered support that rivals what larger brands have traditionally been able to afford.
“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 Jay Richman, Vice President of Creative Products and Technology at Amazon Ads, in a blog post.
The assistant requires no specialized design or artificial intelligence training to use. Marketers can navigate the process easily, thanks to built-in “granular controls” that allow them to provide feedback and make adjustments throughout the campaign development stages.
How the AI Assistant Works
The assistant is part of a broader trend toward agentic AI—AI systems that act as proactive collaborators rather than simple tools. It works by analyzing a mix of shopper data, product page content, and other relevant information to generate insights and creative suggestions tailored to each campaign. From preliminary research to the generation of final creative assets, the assistant is involved in every step of the planning journey.
In one example shared on Amazon’s blog, a fictional outdoor retail brand used the assistant to brainstorm taglines, select lifestyle imagery, choose background music, and ultimately produce a multi-scene video ad. The ad depicted a couple watching TV in their living room, showcasing the product in a relatable context.
The assistant is underpinned by Amazon’s Bedrock foundation models, including Amazon Nova and Anthropic Claude, which enable it to perform complex tasks with natural language understanding and creative capabilities.
Early Feedback from Beta Testers
While the assistant is intended to assist smaller businesses, it has also been tested by major brands. One notable early adopter is Nestlé Health Science, which reported positive experiences during the beta testing phase. According to Dayexi Tomko, Brand Manager at Nestlé Health Science, the AI assistant consistently delivered fresh insights that the team had not previously considered based on their existing product lines.
The tool’s ability to generate creative ideas and identify new angles helped improve workflow efficiency and sparked innovative thinking during campaign development, according to feedback shared in press materials.
Part of a Broader AI Push by Amazon
This latest development is part of Amazon’s broader push to expand its suite of AI-powered advertising solutions. Earlier in the year, the company rolled out upgraded text, image, and video generation tools, with the video generator receiving a significant update and wider availability during the summer.
Amazon’s continued investment in AI advertising tools reflects its ambition to grow its advertising services business, positioning itself as a competitive force in the rapidly evolving space of digital marketing technology.
By integrating cutting-edge AI into its advertising ecosystem, Amazon aims to provide marketers of all sizes with the resources they need to execute impactful, data-driven campaigns quickly and efficiently.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.