Creating a successful ad campaign is a challenging task. Amazon is cutting through some of the difficulties by launching a generative artificial intelligence system to help advertisers create images that resonate better with consumers.
Amazon created the generative AI tool to overcome the obstacles advertisers run into during the creation process. The tech helps generate images to create “lifestyle imagery” to improve an ad’s performance. A product paired with a generative AI solution relevant background image, say an espresso and cappuccino maker in a kitchen, has a click-through rate 40% higher than ads using a standard white background with the item.
“Providing tools to make image generation simple and easy is another way for us to support advertisers while also making the ads our customers see more engaging and visually rich,” Aubrey said. “It’s a perfect use for generative AI – less effort and better outcomes.”
This is the latest example of how Big Tech is employing AI to streamline tasks. Artificial intelligence is rapidly growing in popularity despite very real dangers associated with the technology. Already, reports of ChatGPT and its video equivalent are emerging, showing advertisers using deep fake videos of celebrities like Tom Hanks to promote products and services. But even as people warn about the risks of AI, companies are employing it in different ways, including the generation of ads.
In March, an Amazon survey found that 75% of people whose ads failed said choosing ad creatives and a format was their biggest challenge. The feature reduces the time it takes to set up an ad campaign and increases its chance of success. It’s geared towards advertisers of any size but specifically beneficial for those without the means or staff to create brand-themed images.
Image generation can help streamline the creative process and doesn’t require technical expertise to use.
“Producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process,” said Colleen Aubrey, senior vice president of Amazon ads products and technology. “At Amazon Ads, we are always thinking about ways we can reduce friction for our advertisers, provide them with tools that deliver more impact while minimizing effort, and ultimately, deliver a better advertising experience for our customers.”
To create an AI-generated ad, open the Amazon Ad Console, select the products you want to feature, and click Generate. The tool will collect a set of lifestyle and brand-themed images based on your descriptors. You can enter short text prompts to refine results. The tool will display multiple product images in a complimentary setting tested to optimize performance. Select the ones you want and finish creating the ad.
Amazon Ads is beta testing image generation with select advertisers and will continue to expand availability.