Amazon Ads officially releases a generative-AI video creation tool
Hello, this is the AI Research team at GDX Inc.
Today we detail Amazon’s June 17, 2024 announcement of a generative-AI video ad tool.
As AI advances rapidly, the advertising industry is feeling the impact.
Amazon’s new tool could significantly change ad production and is drawing attention.
Introduction
Digital advertising is shifting from static images to dynamic video.
Video boosts engagement, brand recognition, and purchase intent, so many advertisers use it.
However, producing high-quality video is time-consuming and costly, especially for SMEs.
To address this, Amazon Ads released a beta generative-AI video tool.
Source: https://www.aboutamazon.com/news/innovation-at-amazon/amazon-ads-generative-ai-video-generator-advertisers
What is Amazon’s generative-AI video tool?
Available within Amazon Ads’ platform as a beta, advertisers enter basics—product name, page URL, campaign goal—and the AI generates short ad videos.
The videos can run across channels such as Amazon DSP, streaming TV, and online display.
Videos are around 15 seconds with music, visuals, and narration matched to brand image.
The tool extracts product imagery and selling points, enabling compelling videos quickly without specialist skills.
Source: https://www.aboutamazon.com/news/innovation-at-amazon/amazon-ads-generative-ai-video-generator-advertisers
Under the hood: Generative AI meets machine learning
At its core is Amazon’s proprietary generative-AI model.
Unlike template-based tools, ML and NLP allow diverse expressions tailored to the brand and product.
According to Amazon, the AI understands product pages, brand information, and goals to generate aligned storylines.
Trained on vast shopping data, the model knows effective presentation patterns based on consumer interest and behavior.
The aim is not just to create video but to create video that sells.
Source: https://www.aboutamazon.com/news/innovation-at-amazon/amazon-ads-generative-ai-video-generator-advertisers
Democratizing production and its strategic impact
A key highlight is the democratization of ad production.
Video ads often required major agencies or studios and sizable budgets.
With Amazon’s tool, advertisers of all sizes can produce videos quickly and affordably, easing entry for SMEs and startups.
The tool is expected to accelerate the PDCA cycle in marketing.
If KPIs like CTR and completion rate feed a generative feedback loop, optimization could become near real time.
Source: https://www.aboutamazon.com/news/innovation-at-amazon/amazon-ads-generative-ai-video-generator-advertisers
Comparison with peers and Amazon’s strategy
Meta and Google are experimenting too, but Amazon’s edge is owning both shopping data and ad channels.
Amazon already delivers advanced behavior-based targeting, and combined with this tool, personalized video ads look more feasible.
Owned media like Streaming TV and Prime Video can embed generated videos naturally into viewing experiences.
These will be differentiators in video advertising.
Source: https://www.aboutamazon.com/news/innovation-at-amazon/amazon-ads-generative-ai-video-generator-advertisers
Outlook and challenges
Outlook and challenges
A full release could have ripple effects across the ad industry.
Challenges remain in quality, creative variety, and adherence to copyright and brand guidelines.
The evolving role of creators and human creativity under AI automation is another key theme.
At the same time, generative AI is emerging as a creative partner, not just an automation tool.
Companies that master AI will test, optimize, and scale creative faster and more effectively.
Source: https://www.aboutamazon.com/news/innovation-at-amazon/amazon-ads-generative-ai-video-generator-advertisers
Conclusion
Amazon’s tool addresses time and cost barriers, enabling broader participation in video advertising.
Updates and case studies should further redefine norms in ad production.
We will continue to watch how the fusion of generative AI and advertising reshapes marketing.
