Amazon Advertising is using generative AI technology to revolutionize its ad creation process. Its Image Generator tool suite helps brands quickly and easily create product lifestyle images, enhance the customer discovery experience, and significantly increase advertising efficiency. The tool automatically generates ad creatives by analyzing product descriptions and customer reviews, effectively increasing advertisers' ad submission volume and gross merchandise sales (GMS).
Amazon Advertising’s GenAI suite of tools is helping brands create lifestyle imagery around their products with unprecedented speed and ease, enhancing the customer discovery experience. Image Generator, announced last fall, is already changing the way Amazon advertisers develop creative and connect with customers.
Image Generator leverages generative AI technology to extract insights from product descriptions and customer reviews to create ad-ready images using actual product images to showcase products naturally. This simplicity has resulted in advertisers using Image Generator increasing ad submissions by more than 20%, testing multiple creative options to see which resonates best with customers and delivers the greatest business impact. In fact, we saw gross merchandise sales (GMS) increase by nearly 5% for these advertisers, proving the value of more relevant creative to both shoppers and brands.
Amazon selling partners now have access to more generative AI capabilities to create high-quality product listings. Amazon continues to innovate to help sellers succeed by giving them the option to provide the URL of their own website and leverage new generative AI capabilities to easily create high-quality product detail pages in Amazon stores.
Jay Richman, vice president of products and technology for Amazon Advertising, said his team developed Image Generator and is developing a series of generative AI solutions to help make the creative development process more seamless and simpler for advertisers of all sizes. In addition to removing multiple roadblocks in the creative development process, Amazon is quickly addressing one of the most persistent issues in online advertising—the tension between building standard and native ads. Native ads are tailored for specific online environments, and while they tend to be more engaging, they have historically been more difficult to scale effectively.
To solve this problem, Amazon is introducing a new aspect ratio feature to Image Generator. At launch, advertisers can generate ad images with a 1.91:1 aspect ratio and 1200x628 resolution. Brands can now generate images in multiple sizes and at multiple resolutions with just a few simple clicks – ensuring their brand image remains clear and compelling across different websites and environments.
The Amazon Advertising team plans to add more and more advanced generative AI capabilities this year to help advertisers overcome creative roadblocks and optimize ad campaigns. Richman’s team is currently developing capabilities powered by generative AI that will help analyze all product and brand information contained in an ad and then transform the ad into any size, shape or format. It will even improve the overall quality of the original ad, correct typos, enhance colors, and translate the copy into different languages.
“This is a real paradigm shift,” Richman said. “We have the potential to redefine creativity and relevance in advertising. It’s a very exciting time to be in the advertising business.”
Amazon Advertising uses AI technology to continuously improve the efficiency and effectiveness of advertising creation, providing advertisers with more convenient and powerful tools, which indicates the future development direction of the advertising industry. It is worth looking forward to the launch of more innovative features.