Amazon’s latest generative AI software
There has always been an element of art to advertising, and soon that will become much simpler.
Significant improvements in the effectiveness of digital advertising have been made over the past two decades thanks to the development of data science, analytics, and artificial intelligence (AI). However, a poll conducted by Amazon in March 2023 revealed that among unsuccessful marketers, roughly 75% said that creating ad creatives and selecting a creative format were their major obstacles.
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Improved search functionality
According to Colleen Aubrey, senior vice president of Amazon Ads Products and Technology, producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process. At Amazon Ads, we are constantly considering new ways to improve the advertising experience for our customers and reduce friction for our advertisers.
For this reason, Amazon Ads has released an experimental picture-generating feature, a generative AI solution meant to break down barriers to creativity and allow marketers to generate lifestyle photos for use in their advertisements. Advertisers may use white backdrop photographs of their product (a toaster, for instance) that stand on their own. Click-through rates for mobile Sponsored brand advertising can be up to 40% higher when the advertised product is shown in a lifestyle setting, such as on a kitchen counter next to a croissant.
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Features
This approach benefits marketers of all sizes, helping those without in-house resources or agency backing to more readily generate brand-themed images while also assisting larger firms in their pursuit of streamlined creative creation processes. The picture-generating feature is straightforward to use and requires no technological skill.
When an advertiser selects a product in the Amazon Ad Console and clicks the Generate button, generative AI is used to quickly generate a collection of lifestyle and brand-themed pictures based on the product specifications in a couple of seconds. The picture may be fine-tuned by responding to brief text prompts, and it is possible to quickly generate and test numerous variants to find the one with the best performance.
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