Advertising has always been a combination of science and art, but the art component is about to get much easier. Over the last 20 years, significant advancements in data science, analytics, and artificial intelligence (AI) have improved the effectiveness of digital advertising. However, in a survey in March 2023, Amazon discovered that over 75% of marketers who were unable to create effective campaigns identified developing ad creatives and selecting a creative format as their main obstacles.
“Producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process.” “At Amazon Ads, we are always thinking about ways we can reduce friction for our advertisers, provide them with tools that deliver more impact while minimizing effort, and ultimately, deliver a better advertising experience for our customers,” said Colleen Aubrey, senior vice president of Amazon Ads Products and Technology.
At unBoxed, the flagship Amazon Ads event, Aubrey and Sudipta Sengupta, vice president and distinguished scientist of database and AI at Amazon Web Services (AWS), discussed the new image-generation solution and how advancements in AI can open up more possibilities for advertisers and consumers.
In order to help with this, Amazon Ads has introduced image generation in beta. This generative AI tool enables brands to create lifestyle images that boost the effectiveness of their advertisements by removing creative barriers. Advertisers of all sizes may benefit from this solution, which makes it easier for those without agency assistance or in-house skills to produce graphics with a brand. It also helps larger businesses, who are always seeking methods to improve their efficiency when it comes to creative creation. It is easy to use and does not require any technical expertise to generate images.
- What is AI image generation?
- Why are AI-generated Amazon images important?
- How to use AI image generation
- Final words
What Is AI Image Generation?
AI generative image tool is made to break down creative barriers. With the use of generative AI, brands can now create lifestyle imagery that enhances the effectiveness of their advertisements. For example, an advertiser may have stand-alone images of their product against a white background, like a water filter. In Sponsored Brands mobile ads, click-through rates are more than 40% higher when that same water filter is placed in a lifestyle context, such as on a kitchen counter next to a drinking glass, than when it is displayed with regular product imagery.
Why Are AI-Generated Amazon Images Important?
Not everyone can afford to pay for expensive professional photoshoots. Furthermore, a lot of Amazon sellers may lack the skills necessary to use Photoshop or any other editing software to create their own custom graphics. There might be other sellers who are not able to pay for the image-generating AI services.
This is where the new service from Amazon will be useful. Sellers can create unique images based on their items at no cost! AI image generation helps brands of all sizes more efficiently develop advertising creative.
How to Use AI Image Generation
The image-generation capability is easy to use and requires no technical expertise. Advertisers simply need to select their product and click “Generate” on the Amazon ad interface. The application then uses generative AI to quickly produce a set of images with a lifestyle and brand theme based on product details. Short text prompts may then be added to fine-tune the image, and it is fast to produce and test numerous variations in order to maximize performance.
You can use anything that is generated by this tool for other purposes, even if it was designed to be used with Sponsored Brand Ads. The preview page may not allow you to save the image directly, but you may still use a “snipping tool” or copy and paste the image into another program to save it. Then, you can use it to generate different Amazon Post images or use it as an additional lifestyle image for your listing.
Initially, a selected number of advertisers can use this beta for their sponsored brand campaigns. Amazon Ads will continuously improve the experience based on customer feedback and expand availability over time.