Jay Richman on turning creative into a testable, learnable system
Speaker: Jay Richman, Vice President, Amazon Ads
Who this is for: PPC Performance marketers, brand creatives, and growth leads who care about measurable lifts from images, video, and ad copy on Amazon.
The idea that matters
Jay’s message was clear. Creative should scale like operations. What started as simple AI production has become an agentic system that researches, ideates, storyboards, and produces on-brand assets you can deploy across Sponsored Brands, Sponsored Display, and DSP. In his words, it is “a creative partner that’s always on, always learning, and always building with you,” available inside Creative Studio at no additional cost.
Why you should care: a recent U.S. advertiser cohort that adopted AI Creative saw a 12% lift in sales in one month. In a pilot, BirdBuddy achieved a 3X CTR on a holiday campaign built with these tools. These are live results, not forecasts.
What you can use today inside Creative Studio: An agentic creative partner, not just tools
Type your objective in natural language. The agent uses Amazon Insights to study your Brand Store, PDPs, and site, compares alternatives, and pinpoints what truly differentiates you. It then drafts concepts, assembles multi-scene storyboards with scene-level scripts and visuals, and produces polished image, video, and audio assets you can ship to placements or reuse on your Brand Store and detail pages.
If you want this running weekly with brand guardrails and clean experiments, we can fold Creative Studio into your cadence. See our Amazon Advertising Management program.
From concept to multi-scene video in one workflow
Once you approve the concept, the agent turns it into a storyboard, then a finished, multi-scene video with on-brand visuals, music, and optional voiceover. The output is ad-ready and reusable across surfaces, so one winning idea can power top-of-search video, Sponsored Display variations, and Store modules without starting from scratch.
If you want the creative angles ported back into PDP images and copy so ads and detail pages reinforce each other, we handle the feedback loop via Listing Optimization.
Volume without the waiting
There is no additional cost to use Creative Studio and effectively no cap on output volume. That means seasonal variants, language localizations, audience-specific cuts, and A/B tests at scale. The win is not just faster production. It is faster learning. You can iterate on hooks, value props, scenes, captions, and aspect ratios, then standardize what works.
If you need brand-safe templates and approval rules so speed does not create noise, we set those rails inside one workflow and keep it lean.
Proof it works
- 12% sales lift in one month for a U.S. advertiser cohort after adopting AI Creative
- 3X CTR for BirdBuddy’s Father’s Day push built with Creative Studio under tight timelines
- Concepts grounded in brand inputs and customer insights rather than blank-page guessing
Operator insights you can act on now
- Start with a precise objective. Tell the agent who you need to persuade and what outcome matters. Clear prompts yield tighter storyboards and cleaner tests.
- Test value props, not vibes. Use multi-scene videos to isolate claims. Keep one variable per test so lifts are readable. Port winning angles to PDP images, bullets, and Store tiles for message consistency.
- Reuse across surfaces. Export the best scenes and stills into Sponsored Brands, Sponsored Display, and Store. Do not rebuild what already performed.
- Set guardrails. Unlimited outputs can overwhelm. Cap weekly experiments, define success thresholds, and archive underperformers so learning stays visible.
- Close the loop. Feed back high-performing angles into your catalog updates. If you want a system that handles this quietly in the background, we can integrate it into your weekly rhythm through Amazon Account Management with implementation touchpoints in Listing Optimization.
The through line
Mary Beth raised the baseline for PDP quality with generative AI inside Seller Central. Jay extended that baseline into advertising with an agentic creative system that turns strategy into testable assets on demand. Treat it like a creative partner. Your team supplies judgment and brand standards. The system supplies speed, volume, and structured learning.
If you want a light, non-intrusive setup that keeps this running without extra overhead, start with a quick Account Audit and we will map a lean weekly loop around your catalog and ad mix using Amazon Account Management.
Coming up next….
Chris Jones
Seller Assistant and agent capabilities, where it lives, what it can do in day-to-day workflows.
