Amazon Ads has rolled out a new agentic AI creative tool that generates ads for brands and advertisers. According to the company, advertisers can now access a “chat” function inside its Creative Studio platform that acts as a creative partner.

This function can research audiences and products, brainstorm campaign concepts, draft storyboards, and generate video and display ads. The agentic tool is still in beta and available at no additional cost to advertisers.

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How the tool works in ad creation

Advertisers can type prompts in a chat window, and the AI generates creative assets in real time. The AI ad agent creates storyboards, writes multi-scene scripts, generates images, animates visuals, produces voiceovers, adds background music, and delivers a completed video or display ad. These ads can then be deployed across Amazon’s advertising formats, including Amazon DSP, Sponsored Display, and Sponsored Brands video. 

Advertisers can interact with the tool conversationally, without needing design or technical skills. Once the AI drafts an ad, advertisers can provide detailed feedback at each step. Advertisers can review, edit, and adjust every stage of the creative process. They can also save the assets to their Creative Asset library. 

Built on AWS foundation models

The system is powered by AWS technology and uses foundation models available on Amazon Bedrock. It combines Amazon’s Nova model with Anthropic’s Claude to power specialized AI agents that work together.

Amazon says the system combines retail insights with signals from product pages, Brand Stores, and websites. By doing so, it generates concepts that highlight a product’s unique features and build ad campaigns around them.

Amazon’s AI push in advertising

This rollout adds to a growing set of AI-powered tools within Amazon Ads, including video, image, and audio generators. The company is also integrating advertising into its Rufus shopping assistant.

Amazon aims to automate as much of the creative process as possible and compete with other tech platforms. Google and Meta have also been moving toward end-to-end AI systems that handle the entire advertising process. For example, Meta announced that starting January 15, 2026, some detailed targeting options will be phased out, with AI recommending alternatives automatically.

AI is already driving ad revenue growth across Big Tech. In the second quarter of 2025, companies including Amazon reported significant gains, with Amazon’s ad revenue hitting $16 billion, a 23% increase from the same quarter last year.

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