Amazon Ads has expanded the availability of its GenAI-powered image generation capabilities to advertisers in India by making available its tool in beta version to aid advertisers in enhancing their access to creatives and enabling brands to produce lifestyle imagery at scale, all leading to improved ad performance.
This development comes in the aftermath of digital advertising seeing major changes over the last two decades, with data science, analytics and artificial intelligence changing the way brands connect with their audience.
In a March 2023 survey, Amazon Ads found out that among advertisers who were unable to build successful campaigns, nearly 75% cited building ad creatives and choosing a creative format as their biggest challenges.
Globally too, advertisers using image generation have increased their campaign submissions by over 20%, demonstrating that they are testing multiple options and optimising their ads investment by moving spend to the best-performing ones. This highlights the technology’s effectiveness in helping brands streamline creative development, experiment with new ideas, and even maximise campaign impact.
As per Amazon Ads, this image generation capability is not only easy to use, but doesn’t require any technical expertise.
“Within the Amazon Ad Console, advertisers simply select their product and click ‘Generate’. By leveraging generative AI, the tool will deliver a set of lifestyle and brand-themed images, based on product details, in a matter of seconds. Amazon requires that the images of all products must be real and only the background of images may be AI generated to provide customers with a better idea of how those products may look in a more typical or natural environment. The image can then be refined by entering short text prompts, and multiple versions can be quickly created and tested to optimize performance,” it added.
Commenting on the launch of the same on beta version in India, Girish Prabhu, Head of Amazon Ads India, said, “At Amazon Ads, we’re always thinking about ways to simplify the creative process with tools that allow rapid iterations and deliver more impact, at no additional cost. The simplicity the tool offers makes it an effective solution for brands without in-house creative capabilities or agency support as well as those bigger brands that want to become more efficient in their creative development.”
To this, Melissa Burdick, President and Co-founder, Pacvue– a commerce acceleration platform, added, “As an early beta partner in the U.S. and Europe that has since fully integrated image generation into our platform, Pacvue has already seen that Amazon Ads advanced AI-powered tools eliminate creative barriers and enable increased ROI, a reduction in production costs, and faster multivariate testing for advertisers of all sizes. It is thrilling to watch Amazon Ads introduce new offerings that transform our approach to branded imagery in a way that enables efficiencies and facilitates increased click-through rates and conversions for brands.”
