Amazon Ads Expands Availability of AI-Powered Image Generation Capability to Help Advertisers Deliver Richer Creative
Written By: Aldonza Miranda, Amazon Ads LATAM & Canada PR
Amazon Ads announces the availability of its image generation capability in beta to Canada. This generative AI solution is designed to enhance access to creatives and enable brands to produce lifestyle imagery at scale that can help improve ad performance.
“We want to make it simple for all advertisers to create visually rich lifestyle campaign assets that deliver better, more impactful advertising experiences for customers,” says Jay Richman, VP, Product and Technology, Amazon.
Digital advertising has seen major changes over the last two decades, with data science, analytics and artificial intelligence changing the way brands connect with their audience. Yet in a March 2023 survey, Amazon Ads found that among advertisers who were unable to build successful campaigns, nearly 75% cited building ad creatives and choosing a creative format as their biggest challenges (1).
To help advertisers overcome these challenges, this new feature uses generative AI models and an advertiser’s product information to create unique brand-themed product images in seconds. For example, an advertiser might have standalone images of their product against a white background, like a toaster. When that same toaster is placed in a lifestyle context—on a kitchen counter, next to a croissant—in a mobile Sponsored Brands ad, click-through rates can be 40% higher compared to ads with standard product images.
This solution is helpful for advertisers of all sizes. It enables those that do not have in-house capabilities or agency support to more easily create brand-themed imagery, while also supporting bigger brands, who are constantly looking for ways to be more efficient around creative development.
The image generation capability is easy to use and doesn’t require any technical expertise. Within the Amazon Ad Console, advertisers simply select their product and click “Generate”. By leveraging generative AI, the tool will deliver a set of lifestyle and brand-themed images, based on product details, in a matter of seconds. Amazon requires that the images of all products must be real and only the background of images may be AI generated to provide customers with a better idea of how those products may look in a more typical or natural environment. The image can then be refined by entering short text prompts, and multiple versions can be quickly created and tested to optimize performance.
More information on AI-powered image generation can be found here.
(1) Amazon internal data, US, 2023
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