October 3, 2024—Amazon Ads announces the availability of its image generation capability in beta to advertisers in India. 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.
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.
“At Amazon Ads, we’re always thinking about ways to simplify the creative process with tools that allow rapid iterations and deliver more impact, at no additional cost,” said Girish Prabhu, Head of Amazon Ads India. “The simplicity the tool offers makes it an effective solution for brands without in-house creative capabilities or agency support as well as those bigger brands that want to become more efficient in their creative development.”
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.
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Advertisers using image generation have increased their campaign submissions by over 20%, demonstrating that they are testing multiple options and optimizing their ads investment by moving spend to the best-performing ones. This highlights the technology’s effectiveness in helping brands streamline creative development, experiment with new ideas, and maximize campaign impact.
“As an early beta partner in the U.S. and Europe that has since fully integrated image generation into our platform, Pacvue has already seen that Amazon Ads advanced AI-powered tools eliminate creative barriers and enable increased ROI, a reduction in production costs, and faster multivariate testing for advertisers of all sizes,” says Melissa Burdick, president and co-founder of Pacvue, a commerce acceleration platform. “It is thrilling to watch Amazon Ads introduce new offerings that transform our approach to branded imagery in a way that enables efficiencies and facilitates increased click-through rates and conversions for brands.”
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.
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