- Amazon is expanding its suite of generative artificial intelligence (AI) products targeted at marketers with a brand new conversational assistant, according to an announcement shared with Marketing Dive.
- The chat agent, positioned as a “creative partner,” draws on Amazon’s troves of retail data and cloud-computing muscle to assist with tasks like product and audience research, brainstorming and storyboarding, and producing display and video assets that might be deployed across Amazon Ads.
- The tool is launching in beta on Amazon’s Creative Studio portal at no additional cost to advertisers. Like many AI products, it guarantees to improve speed and efficiency for marketers which are contending with tighter resources but higher demands for efficiency and performance.
Amazon’s latest chat assistant joins a growing fleet of AI agents, or agentic AI, which are designed to enhance productivity while cutting down on cost. The feature — described in a blog post as a digital “creative partner and strategist” — works with marketers across the campaign-planning journey, analyzing shopper data, product pages and other sources of data to help with every part from preliminary research to finalizing creative assets. Ads might be run across Amazon DSP, Sponsored Display, Sponsored Brands and Sponsored Brand Video.
As with its other generative AI bets, Amazon is positioning the assistant as a democratizing feature for small- and mid-sized brands that will not have the budgets to develop or manage high-gloss ad campaigns on their very own. The announcement emphasized that marketers don’t need any specialized AI or design training to make use of the answer, and that “granular” controls are in place for giving feedback each step of the best way.
“This is about greater than speed — it’s about giving every advertiser and agency access to the type of strategic, high-quality creative support that when only large brands could afford,” wrote Jay Richman, vice chairman of creative products and technology at Amazon Ads, within the blog post.
That said, large marketers like Nestle Health Science were amongst a number of the chat’s beta testers, praising its impact on workflows and ideating in press materials. The chat consistently turned up insights that Nestle Health Science hadn’t previously considered based on its product set, said Dayexi Tomko, brand manager, in an announcement.
In a use case for the agent illustrated in Amazon’s blog post, a fictional outdoor gear retailer works through a product launch, brainstorming taglines with different tones, lifestyle imagery, background music and eventually multiscene ads that play as a pair watches TV of their front room. The agentic capabilities work off of Amazon Bedrock foundation models, including Amazon Nova and Anthropic Claude.
The assistant helps round out Amazon’s generative AI suite for marketers because the e-commerce giant continues to construct a big promoting services business. Previously, the corporate introduced text, image and video generators, with the latter getting a serious upgrade and wider availability earlier this summer.
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