Amazon is introducing a novel AI image generation tool tailored for advertisers, enabling the creation of backgrounds based on product descriptions and themes. Currently, Amazon is in the beta testing phase of this tool with a select group of advertisers, and it plans to expand its availability gradually.
This tool allows advertisers to follow a straightforward process: they upload an image, provide a textual description of the desired background, select a theme, and click “Generate.” Advertisers also have the option to further refine the image by entering additional text prompts, allowing them to test multiple versions to optimize their performance.
For instance, Amazon illustrates the tool’s capabilities using an image of a toaster in a kitchen setting adorned with autumn-themed decor, such as fall leaves and a vibrant orange pumpkin. While the beta tool is not flawless and may exhibit minor imperfections, the generated backdrops are generally convincing.
Numerous brands are turning to generative AI to simplify the often costly and time-consuming process of creating advertisements. Even major companies like Nestlé and Unilever have reportedly acknowledged the use of software such as ChatGPT and DALL-E, as reported by Reuters.
Colleen Aubrey, Senior Vice President of Amazon Ads products and technology, emphasized the significance of this innovation, stating, “Producing engaging and distinctive 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.”
Amazon anticipates that this new feature will empower brands to enhance the performance of their advertisements. Instead of featuring standard product images against mundane white backgrounds, advertisers can now position their products within a lifestyle context that weaves a creative narrative. According to Amazon, this innovation is expected to boost click-through rates by up to 40%.
In recent months, Amazon has intensified its efforts in the field of generative AI. This includes the introduction of tools to assist sellers in composing product descriptions and utilizing the technology to summarize customer reviews.
In addition to this, Amazon has unveiled generative AI tools that aid sellers in crafting compelling product descriptions.
