Amazon Release AI Ad Tools
Elevate Your Marketing With Amazon’s AI Ad Creatives
It’s no secret that artificial intelligence is a boon for advertisers, allowing businesses to quickly generate engaging ad copy, images, and even videos. Imagine this power directly integrated into one of the largest online retailers in the world. Well, recently Amazon has begun rolling out their new AI ad creative tools to selected sellers, with the view of a wide-spread release in the near future.
In this article, we explore Amazon’s new AI ad tool, how it works, and how it can benefit your business as an Amazon seller. Keep reading to learn more.
What Is Amazon’s New AI Ad Tool?
Using generative AI, Amazon will now allow advertisers to create images for sponsored ad sets–the advertisements that appear at the top of search results, usually featuring a carousel of multiple images or videos. See below.
Amazon’s new AI tools mean that advertisers can generate images for sponsored ads without having to source pictures from a third party or pay for expensive product photo shoots. Crucially, Amazon’s AI ad tools enable advertisers to generate new backgrounds for existing product images. For example, if a business selling cleaning products has listed images of surface disinfectants with a plain white background, they can quickly generate a visually rich background to attract more customers.
Senior Vice President of Amazon Ads, Colleen Aubrey, had the following to say about the company’s new AI tools:
“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.”
According to an article on Amazon’s news website, when product images are placed in a lifestyle context–they use the example of a toaster being placed in a kitchen next to a croissant–it receives 40% more clicks than ads without such imagery.
How Does Amazon’s Tool Work?
Amazon hasn’t released any specifics regarding the technology behind their new AI ad tool beside it being a form of generative AI. However, it’s possible to make an educated guess on how the tool work, by looking at existing AI image generation technology and what models we already know Amazon uses.
For example, Amazon recently announced a partnership with Anthropic, the creators of the generative AI large language model, Claude–a rival to ChatGPT. Using Anthropic’s AI model and Amazon Bedrock–a service that provides foundation models for AI–Amazon is planning to create an AI investment analysis assistant capable of generating elaborate charts and financial summaries.
In terms of Amazon’s new AI image generator, there are two main ways it could work: using a general adversarial network (GAN) model or a more linear artificial neural network (ANN). Let’s explore what these mean and how they work:
General Adversarial Network (GAN): General adversarial networks (GANs) are made up of two components, a generator and a discriminator. The GAN model is fed a series of real images of which the generator is tasked with replicating. Meanwhile, the discriminator works to identify the real and generated images, until the generated images can no longer be distinguished from the real ones.
Artificial Neural Network (ANN): An artificial neural network (ANN) is an attempt to replicate the way humans process information. There are several types of ANNs such as convolutional neural networks (CNNs) and recurrent neural networks (RNNs), each suited to different applications. At their most basic level, ANNs can be fed vast amounts of labelled visual data in which to identify patterns, art styles, and objects. When given a user prompt like “kitchen worktop”, these models can draw on their visual understanding of a “kitchen worktop” and generate an artificial replication.
Additionally, since the Amazon tool places existing images into AI generated backgrounds, it’s likely that they use some form of image isolation and convolutional layering to accurately implement products into images.
How Can Amazon’s AI Ad Tool Benefit Your Business?
So, why might businesses want to use Amazon’s AI Ad tool to create ad graphics instead of hiring a human designer or continuing as they are? Here are some benefits to consider, but, remember, this tool is not yet available to everyone.
Improve CTR: As mentioned previously, Amazon ads with contextual appropriate backgrounds perform 40% better than those without. Using Amazon's AI background generator, businesses can improve their overall click-through rate (CTR) increasing the likelihood of sales.
Reduce Ad Creation Cost: Instead of having to spend money having designers mockup backgrounds and image themes or paying for props, businesses can now generate high-quality backgrounds with a simple text prompt, reducing the overall cost of ad production.
Improved Ad Graphics: Amazon’s AI ad tool allows businesses to generate visually rich images that encourage customer engagement.
If your business runs Amazon ads, it’s worth keeping an eye out for their new AI tool to be fully rolled out to all advertisers. At the end of the day, if you’re already running Amazon ads, it’s worth a try.
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