Amazon Ads launches new agentic AI tool that creates professional-quality ads

Amazon Ads has announced a new agentic AI tool that empowers advertisers 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 a storyboard format, and produces compelling video and display ads.

The new agentic AI tool 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 shopper signals with information from the advertiser’s product pages, Brand Store, and website, the tool generates ideas that truly 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 dollars and weeks of time. Creative Studio's powerful new AI tool 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.

"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."

Key features and how it works

With this new agentic tool in Creative Studio, 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.
• 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.
• Conversational interface: Natural conversation-based interaction that requires no specialized training or design skill.
• Advertiser creative control: Granular feedback capabilities at every stage of development enable advertisers to edit and inform the entire creation process.
• Multi-format support: Creates customized display and video ad formats for use across Amazon Ads offerings including Amazon DSP, Sponsored Display, Sponsored Brands, and Sponsored Brands video.


The creative partner takes campaign goals and product details to begin the creative development process.

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 the AI creative partner begins by asking for product webpages, Amazon product detail pages, relevant audiences, brand guidelines, and previous brand ads or images.

The tool takes product information and uses retail insights to generate several creative concepts for advertisers to select their preference.

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.

Once the customer selects the creative concept, the creative partner begins generating images for the storyboard.

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.

The tool can can add music and voiceover to accompany the video ad.

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, this AI creative partner builds multi-scene videos and display ads complete with animations, music, and voiceovers that can run across Sponsored Brands, Sponsored Display, Amazon DSP, and Brand Stores.

Advertisers can save the assets to their Creative Asset library and run ads across Sponsored Brands, Sponsored Display, Amazon DSP, and Brand Stores.

Enhancing advertiser creativity and control

Amazon Ads intentionally designed Creative Studio’s agentic AI tool 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

The new agentic AI tool is currently in beta and 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, Audio 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,” 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.”