Data science, analytics and artificial intelligence (AI) have led to huge leaps in efficiency in digital advertising over the last two decades. However, a March 2023 survey found: Amazon found that nearly 75% of advertisers who were unable to create successful campaigns cited creating creative and choosing a creative format as their biggest challenges.
New AI tools make it easier for sellers to write attractive and effective product offers and help buyers find what they are looking for.
“Producing compelling and differentiated advertising materials can increase costs and often requires incorporating additional expertise into the advertising process.”said Colleen Aubrey, Senior Vice President, Amazon Ads Products and Technology. “At Amazon Ads, we’re always thinking about how we can reduce friction for our advertisers by giving them tools that drive greater impact while minimizing effort. And ultimately provide our customers with a better advertising experience.«.
For this purpose, Amazon Ads has launched image generation in beta. It is a generative AI solution designed to remove creative barriers and enable brands to produce lifestyle images that help improve the performance of their ads. For example, an advertiser may have separate images of their product on a white background, such as a toaster. When the same toaster is placed in a lifestyle context, on a kitchen counter, next to a croissant, in a mobile advertisement for sponsored brands, Click-through rates can be 40% higher compared to ads with standard product images.
“Providing tools to easily and easily generate images is another way we can support advertisers while ensuring the ads our customers see are more engaging and visually appealing.”Aubrey added. “It’s a perfect use for generative AI: less effort and better results.”
The image function is easy to use
This solution is useful for advertisers of all sizes. This allows those without in-house capacity or agency support to more easily create thematic brand images, while supporting larger brands who are constantly looking for ways to make their creative development more efficient. The imaging feature is easy to use and requires no technical experience.
In the Amazon Ad Console, advertisers simply select their product and click on it TriggerThe tool uses generative AI to provide a series of lifestyle and brand images based on product details in seconds. The image can be refined by entering short text messages, while multiple versions can be quickly created and tested to optimize performance.
“With the launch of our image generation feature, every advertiser can now use one simple tool to create unique creative lifestyle assets that make their campaigns more engaging, at no additional cost.”Aubrey said.
Amazon Ads has begun rolling out image generation to select advertisers and will expand availability over time.