Creative Agent (Amazon): Professional ads created with AI

Amazon Ads has launched in Spain Creative Agent, an AI tool that covers the entire creative process of creating advertising campaigns, ranging from market and audience research to the design and final production of materials in various graphic and video formats.

Through a conversational chat, Creative Agent guide to advertisers throughout the advertising campaign production process. To do this, the tool collects the insights of Amazon that allow a deep understanding of the advertiser's brand and products, including information on product pages and the brand's own store on Amazon, if any. Additionally, request the advertiser website, core audiences, brand guidelines, and previous ads and images, and combines them with customers' purchasing signals.

After scanning and processing this information, Creative Agent responds with several options. advertising concepts and slogans, explaining how the concepts have been conceived, what the images will be like and what message it conveys to buyers. He advertiser can select the proposal that best fits the tone of the brand, which you can continue working on, or have the tool start over and generate completely new options.

Once the concept is defined, Creative Agent creates storyboards with proposals for scenes and images that can be edited, repeated and adjusted to the advertiser's needs. Additionally, the tool explains what it is doing at each step so that the advertiser can make modifications to even small details. Finally, Creative Agent edit the videos con animations, music and voiceovers, in addition to the display ads, ready to use in Sponsored Brands, Sponsored Display, Amazon DSP, Streaming TV y Brand Stores.

Creative Agent is integrated into the suite Creative Studio, where advertisers can different Amazon Ads tools aimed at creating and managing campaigns. Among them stand out Video Generator e Image Generator, both based on AI, which allow you to create advertising videos and images in a simple way.

Creative Agent is built on AWS technology, using foundational models available at Amazon Bedrock, as is the case of Amazon Nova y Claude (Anthropic), which work in harmony by enabling specialized AI agents while maintaining cohesive ad development. José Escudero, head of advertising sales of Amazon Ads, summarizes the main keys of this launch: "Creative Agent gives all advertisers and agencies access to the type of strategic and professional quality creative support that until now was only available to large brands. Now companies can explore innovative ideas, collaborate in real time and create professional ads, reducing production times and costs, which amplifies their ability to carry out more and better campaigns."