Amazon Ads unveils agentic AI tools for campaign planning, management

Amazon Ads has announced two agentic AI tools in India, Creative Agent and Ads Agent, to help businesses of all sizes create and manage campaigns.

These tools help advertisers reach customers more effectively through creative optimisation, smart bidding and deeper audience insights.

Creative Agent empowers advertisers to easily create professional-quality ads for campaigns. Within Creative Studio, advertisers can click "chat" to access a conversational AI-powered creative partner that conducts product and audience research, brainstorms ideas, develops creative concepts in storyboard format, and produces compelling video and display ads.

Creative Agent is powered by Amazon's insights, which enable an in-depth understanding of the advertiser's brand and products, including what features make a product stand out. By combining customer shopping signals with information from the advertiser's product pages, brand store, and website, the tool generates ideas that bring a brand to life and designs ad creative that will resonate most with customers. 

 Amazon Ads also introduced Ads Agent—which is currently available in Amazon Marketing Cloud and will be available within Amazon Ads Campaign Manager later this year. The AI agent simplifies how advertisers plan, launch, and optimize campaigns. Advertisers can automate time-consuming tasks, like identifying audience segments, adjusting pacing across hundreds of campaigns, and generating SQL queries for advanced analytics.

 “AI is fundamentally changing what is possible in advertising. With Creative Agent and Ads Agent, we are giving every advertiser access to AI-powered intelligence and our insights be it a small business or an established brand. Our AI-powered tools help them create smarter, launch faster, and drive stronger business outcomes at every stage of the campaign lifecycle,” says Girish Prabhu, Vice President and Head, Amazon Ads India.

 “As a growing brand, we have always had to make trade-offs between speed and quality when it comes to creative. Creative Agent removes that compromise entirely. With early access to the tool, we were able to launch our Streaming TV campaign for a sale event faster than ever — and the results were immediate. Our CTR for that campaign was 40% higher than our usual CTR. We are now testing more concepts, launching faster, and seeing stronger results, without increasing our creative spend,” says Ganesh Sonawane, CEO, Frido.