In the world of advertising, creativity has always played a pivotal role, and Amazon is now making the creative process more accessible through the power of generative AI. Despite the significant strides in digital advertising driven by data science, analytics, and artificial intelligence over the past two decades, a recent survey by Amazon in March 2023 revealed that a substantial 75% of advertisers struggled with building successful campaigns due to the challenges of crafting ad creatives and selecting creative formats. Read here: Official News
Colleen Aubrey, Senior Vice President of Amazon Ads Products and Technology, highlighted the need to simplify creative production. Amazon Ads has responded by launching image generation in beta—a generative AI solution that removes creative barriers and empowers brands to produce lifestyle imagery that enhances ad performance.
For instance, image generation can transform a standalone product image on a white background, such as a toaster, into a visually engaging scene where the toaster is placed on a kitchen counter next to a croissant. This simple shift can lead to a remarkable 40% increase in click-through rates for mobile Sponsored Brands ads compared to those with standard product images.
This generative Artificial Intelligence solution is designed to assist advertisers of all sizes. It offers a straightforward process for those lacking in-house creative capabilities or agency support and aids larger brands seeking efficiency in creative development. The tool is user-friendly, requiring no technical expertise.
In the Amazon Ad Console, advertisers can select their product and click “Generate.” Generative AI takes product details and swiftly provides a range of lifestyle and brand-themed images. These images can be further refined by entering short text prompts, allowing for the quick creation and testing of multiple versions to optimise ad performance.
Colleen Aubrey expressed Amazon’s commitment to supporting advertisers and enhancing the visual appeal of ads, all at no additional cost. Image generation is gradually being rolled out to select advertisers, with Amazon Ads committed to continuous improvement based on customer feedback. This innovative use of generative AI promises to bridge the gap between the art and science of advertising, making the creative process more accessible and effective for all.
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