AI That's Generative, Not Generic | AdExchanger

"Richman understands the concern that ad creative could become formulaic if brands rely solely on automated prompt-based generation. But Amazon takes a fundamentally different approach, he says. Rather than starting with a generic prompt, Amazon's AI systems build each creative campaign from a foundation of product-specific insights, including customer reviews, marketplace comparisons, category data and what Richman refers to as "real-world knowledge" gathered from across the web."

"In 2023, Amazon released Creative Agent, a tool within its Creative Studio platform that allows brands to conduct custom research into what their customers are saying about their products and to uncover related trends across the broader marketplace. Using this information, advertisers can generate ad creative at scale that still feels fresh, distinctive and aligned with their brand identity, Richman says."

"But Amazon also sits on a lot of its own unique data. For instance, Amazon can identify what really matters to customers - and, by extension, what brands should highlight in their ads - by analyzing behavior patterns, like the most common reasons for returns or which product features are most frequently praised in positive reviews. Meanwhile, AI is also helping brands get faster. Take Bird Buddy, a company that sells AI-powered birdhouses."

Amazon builds ad creative from product-specific insights rather than generic prompts, incorporating customer reviews, marketplace comparisons, category data and real-world knowledge gathered across the web. Creative Agent within Creative Studio enables brands to research customer sentiment and marketplace trends, then generate ad creative at scale that remains fresh and aligned with brand identity. Amazon leverages unique behavioral data to identify what matters to customers, such as common return reasons and frequently praised features, guiding ad highlights. AI also accelerates production, enabling brands like Bird Buddy to move quickly from static image ads to more dynamic video spots.

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