Amazon Ads Unveils agentic AI tool that creates professional-quality ads

Amazon Ads has introduced a groundbreaking agentic AI creative tool inside Creative Studio, designed to help advertisers build professional-quality ads with ease and speed. This new AI-powered creative partner uses conversational interaction to conduct product and audience research, brainstorm ideas, develop storyboard-style concepts, and produce compelling video and display ads-all within a single, seamless experience.

Powered by Amazon’s vast retail insights, the tool understands a brand’s unique value propositions and product differentiators. It blends customer shopping signals with information from product detail pages, Brand Stores, and brand websites to generate creative ideas that connect with audiences and drive engagement.

Traditionally, developing polished ad creative requires substantial time, budget, and resources—often costing tens of thousands of dollars and taking weeks to complete. Amazon’s new AI creative partner changes this dynamic by acting like a strategist and production team in one, enabling advertisers of all sizes to produce high-quality ads within hours and at no additional cost.

“This is about more than speed-it’s about giving every advertiser and agency access to the kind of strategic, high-quality creative support that once only large brands could afford,” says Jay Richman, Vice President, Amazon Ads. “With our new AI creative partner in Creative Studio, businesses can explore bold ideas, collaborate in real time, and bring professional ads to life-always on, at no extra cost.”

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How the Agentic AI Tool Works

With this new agentic AI capability in Creative Studio, advertisers gain access to:

• Intelligent creativity – Analyzes audience signals, product details, and brand assets to generate ad themes tailored to a brand’s audience.
• End-to-end creative development – Delivers complete ad assets, from brainstorming concepts and writing multi-scene scripts to generating visuals, animating scenes, adding voiceovers and music, and producing final display or video ads.
• Conversational interface – Enables natural, chat-based collaboration without requiring design expertise.
• Granular creative control – Allows advertisers to provide feedback and make edits at every stage of development.
• Multi-format support – Produces ads optimized for Amazon DSP, Sponsored Display, Sponsored Brands, and Sponsored Brands Video placements.

For example, if an outdoor gear retailer launches a new backpack, they can simply enter product URLs, audience segments, brand guidelines, and past creatives into Creative Studio. The AI tool will research the input and propose several creative concepts and taglines, explaining the rationale behind each one, along with visual treatments and shopper-focused messaging.

Once the advertiser selects a concept, the tool builds detailed storyboards with editable scripts and scene visuals. It explains its thinking at every stage, enabling users to refine even minor elements. The process concludes with fully produced video and display ads—complete with animations, music, and voiceovers-ready to launch across Amazon Ads channels.

Elevating Creativity and Advertiser Control

Amazon Ads designed this agentic AI tool to act as a collaborative creative partner, openly sharing its reasoning as it builds concepts. Early beta users say this transparency unlocks new creative possibilities.

“What truly sets this apart is how it explains its thought process as it’s building my creative concept,” says Dayexi Tomko, Brand Manager, Nestle Health Science. “Not only does this help expand my own perspective, but it consistently reveals insights and angles I hadn’t considered that are based on the products I sell.”

By dramatically reducing the time and cost of ad production, the tool encourages marketers to experiment more freely and scale campaigns faster.

“This tool allows us to develop creative ads and scale campaigns for our mid-market clients in ways that simply weren’t possible before,” says Destaney Wishon, CEO of BTR Media. “The ability to quickly iterate and produce professional-quality ads dramatically changes what we can offer to clients on mid-market level budgets.”

Powered by Amazon’s Advanced AI Stack

Currently in beta, the new agentic AI tool is built on AWS technology using foundation models available on Amazon Bedrock, including Amazon Nova and Anthropic Claude. These models work together to power specialized AI agents that maintain a cohesive creative vision throughout the ad development process.

This new capability joins Amazon Ads’ existing suite of AI-based tools—such as Video Generator, Audio Generator, and Image Generator-which are designed to lower creative barriers and enable richer, more engaging ad experiences for shoppers.

“AI is advancing at an incredible pace,” Richman says. “With Creative Studio, we’re breaking down barriers of cost and time, and giving advertisers and agencies the same kind of strategic, high-quality creative support that once only large brands could access. And this is just the beginning—it’ll continuously get better over time.”