Amazon Ads is revolutionizing the way advertisers create engaging and vibrant images with its growing suite of Generative AI (GenAI) tools. These tools enable brands to quickly produce lifestyle images around their products, enhancing the customer discovery experience.
Image Generator: A Game Changer for Advertisers
Since its launch last fall, Image Generator has transformed creative development for Amazon advertisers. This tool uses generative AI to pull insights from product descriptions and customer reviews, creating ad-ready images that naturally showcase products. As a result, advertisers using Image Generator have increased their campaign submissions by over 20%, experimenting with multiple creative options to find what resonates most with customers. This approach has led to nearly a 5% increase in Gross Merchandise Sales (GMS), highlighting the impact of relevant creatives on both shoppers and brands.
Melissa Burdick, president and co-founder of Pacvue, a commerce acceleration platform, noted, “Amazon Ads’ advanced AI-powered tools eliminate creative barriers, increase ROI, reduce production costs, and enable faster multivariate testing for advertisers of all sizes. It’s thrilling to see Amazon Ads introduce offerings that enhance branded imagery, leading to higher clickthrough rates and conversions.”
Generative AI: Solving Advertiser Challenges
Jay Richman, vice president of product and technology for Amazon Ads, emphasizes the dual benefits of quality and efficiency with generative AI. Richman’s team, responsible for developing Image Generator, is working on various GenAI solutions to simplify the creative development process for advertisers of all sizes.
Expanding Capabilities with Aspect Ratio
Amazon Ads is addressing the challenge of balancing standard and native ads by introducing a new Aspect Ratio capability to Image Generator. Initially, the tool generated images in a 1.91:1 aspect ratio with 1200×628 resolution. Now, advertisers can create images in multiple dimensions and resolutions with just a few clicks, ensuring consistent and compelling brand imagery across different platforms.
Richman explains, “We’re breaking the tension between scalable standard ads and performance-optimized native ads. AI-generated creatives can now be customized for various contexts, from Amazon to Twitch to Whole Foods.”
Looking Ahead: Advanced AI Capabilities
Throughout the year, Amazon Ads plans to introduce more advanced generative AI features to help advertisers overcome creative barriers and optimize campaigns. Future updates will include AI-powered tools that analyze product and brand information to transform ads into any size, shape, or format. These tools will also enhance the quality of original ads by correcting typos, improving color, and translating copy into different languages.
Richman describes this as a “true paradigm shift” with the potential to redefine creativity and relevance in advertising. “It’s an exciting time to be in the ads business,” he says.
Source: https://www.aboutamazon.com/news/innovation-at-amazon/amazon-ads-image-generator-adds-aspect-ratio-capability