Amazon Ads brings a transformative change for advertisers with its beta release of image generation powered by generative AI.
With advertising straddling between art and science, the artistic side receives a significant boost, simplifying the creative process for brands.
Historically, the digital advertising sector has seen tremendous enhancements courtesy of data science, analytics, and AI. But, a recent 2023 survey by Amazon revealed that approximately 75% of advertisers struggling with campaigns faced difficulties in curating ad creatives and selecting the appropriate creative format.
Amazon’s innovative solution aims to mitigate these challenges. The AI-driven feature can transform basic product images into more contextually engaging visuals, thus amplifying ad performance.
For instance, a standalone image of a product, like a toaster, can be transformed into an enticing lifestyle visual featuring the toaster on a kitchen countertop alongside a croissant. Such context-rich images have demonstrated up to 40% higher click-through rates in mobile Sponsored Brands ads compared to traditional product visuals.
Colleen Aubrey, Senior Vice President, Advertising Products and Tech at Amazon said “Producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process. 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.”.
This AI-enabled capability is beneficial for all advertisers, irrespective of their size. Whether it’s brands lacking creative resources or larger corporations seeking efficient creative processes, Amazon’s tool promises to streamline image generation.
Through the Amazon Ad Console, advertisers can effortlessly employ this feature, needing only to choose their product and activate the Generate function. The AI then promptly offers a collection of lifestyle and brand-centric images, with customization options available via simple text prompts.
While currently available to a select group of advertisers, Amazon intends to extend access progressively. Emphasizing its commitment to user-centric advancements, Amazon Ads also plans to refine this tool based on user feedback, ensuring a continually enhanced advertising experience.