Today, Amazon Ads announced a new agentic AI tool, Creative Agent, that empowers advertisers in the UK, France, Germany, Italy, and Spain to easily create professional-quality ads for campaigns.
Within Creative Studio, advertisers can now 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 extensive retail 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.
Developing sophisticated ad creative traditionally requires significant budget and resources, often tens of thousands of Euros or Pounds and weeks of time. Creative Agent acts like a creative partner and strategist at your fingertips, helping advertisers of all sizes produce polished, professional-quality ads in just hours—at no additional cost—unlocking the same creative edge once reserved for the biggest brands.
Hannes Detjen, Founder & Managing Director, Remazing: “We are always looking for innovative solutions that enable us to deliver authentic, localized creative at scale. For OMRON, we rolled out campaigns across UK, Italy, Germany, France and Spain with the goal of strengthening awareness across Europe. Creative Agent proved instrumental in adapting existing materials for different markets — from refining scripts and producing localized audio with regionally appropriate voice options, to adding background music directly within the platform. Its ability to manage linguistic and cultural nuances exceeded our expectations and enabled a fast, efficient launch across multiple countries. As a result, we achieved KPIs comparable across markets, regardless of the level of existing creative assets. We are excited to continue expanding the use of this technology with additional clients.”
Key Features
With Creative Agent, advertisers can benefit from:
- Intelligent creativity: The tool analyzes audience signals, product and brand details, and brand assets to create ad themes that resonate with a brand's audience.
- Conversational interface: Natural conversation-based interaction that requires no specialized training or design skill.
- End-to-end creative development for ad campaigns: Complete creation of advertising assets, from concept brainstorming to writing multi-scene video scripts, generating images, animating scenes, creating voiceovers, adding music, and delivering the final video or display ads.
- Multi-format support: Creates customized display and video ad formats for use across Amazon Ads offerings including Amazon DSP, Sponsored Display, Sponsored Brands, Sponsored Brands Video, and Streaming TV.
How Creative Agent works in practice
Let's say a retailer for outdoor gear releases a new backpack and wants to promote the new product. The retailer can simply go to Creative Studio, click "chat," and Creative Agent begins by asking for product webpages, Amazon product detail pages, relevant audiences, brand guidelines, and previous brand ads or images.
The tool researches this information and responds with several options for ad concepts and taglines, explaining how the concepts were conceived, what the visuals will look like, and what the message conveys to shoppers.
The retailer can select from one of the three proposed taglines and ad ideas that fit the brand's voice, or have the tool start again and generate entirely new options.
Once a concept is agreed upon, the tool creates storyboards with scene-level scripts and visuals that can be edited, iterated, and refined. It explains what it's doing at every step so the advertiser can make edits to even the most minor detail. Then, finalizing the entire ad creation process, Creative Agent builds multi-scene videos and display ads complete with animations, music, and voiceovers that can run across Sponsored Brands, Sponsored Display, Amazon DSP, Streaming TV and Brand Stores.
Enhancing advertiser creativity and control
Amazon Ads intentionally designed Creative Agent to interact with advertisers and showcase its thinking at every step of the ad creation process. Early beta testers reported the conversational workflow enhances their own capabilities and creative innovation.
"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."
This tool reduces the time and cost of designing creative ads, encouraging advertisers to explore and experiment rapidly.
"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."
Amazon Ads AI tools
Creative Agent is built on AWS technology, using foundation models available on Amazon Bedrock—including Amazon Nova and Anthropic Claude—that work in harmony to enable specialized AI agents while maintaining cohesive ad development.
Amazon Ads also offers a suite of AI-powered creative ad building tools, which include Video Generator and Image Generator. Amazon designed all these tools to lower creative barriers and create more engaging ad experiences for shoppers.
"AI is advancing at an incredible pace," says <ADD LOCAL SPOKESPERSON> . "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."
