Marketing

Amazon taps Gen AI to drive creative ad imagery for brands

Photo: Amazon

October 31, 2023

Amazon Ads has launched image generation in beta, tapping generative AI, to help brands create more creative lifestyle imagery aimed at boosting ad performance.

The tech comes on the heels of a Amazon survey in march that revealed advertisers cited building ad creatives and choosing a creative format at top challenges, according to an Amazon blog post.

"Producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process," Colleen Aubrey, senior vice president of Amazon Ads Products and Technology, stated in the post. "At Amazon Ads, we are always thinking about ways we can reduce friction for our advertisers, provide them with tools that deliver more impact while minimizing effort, and ultimately, deliver a better advertising experience for our customers."

The image generation capability is easy to use and requires no technical expertise.

In the Amazon Ad Console, advertisers select their product and click Generate, with the tool leveraging generative AI to deliver a set of lifestyle and brand-themed images, based on product details, in a matter of seconds. The image can then be refined by entering short text prompts, while multiple versions can be quickly created and tested to optimize performance.

Amazon Ads has started rolling out image generation to select advertisers and will expand availability over time.