Key takeaways
- Amazon Ads has enhanced its Video Generator with AI capabilities that create realistic product videos to help shoppers better visualize items.
- The improved Video Generator offers multi-scene videos with text animations and background music, providing advertisers with six video options.
- This is just one AI-powered creative tool helping advertisers of all sizes create compelling content while making shopping more dynamic and engaging for customers.
Amazon Ads is announcing the next step in its AI journey with the launch of an enhanced Video Generator, an AI-powered tool that helps create realistic, high-motion videos that show products in action—giving shoppers a better understanding of items before purchase.
For online shoppers, seeing a product in use can make all the difference in helping better visualize it might fit into their daily life. Amazon's enhanced Video Generator now creates realistic videos that show products being used in everyday situations, like seeing a watch on someone's wrist.
“AI technology has rapidly evolved—and so has Video Generator,” said Jay Richman, VP of product and technology at Amazon. “Over the last nine months, we've continued to push the boundaries of what's possible, resulting in an enhanced version of Video Generator that creates more sophisticated, high-motion video ads where the product blends seamlessly into the action or scene. This benefits advertisers and shoppers by bringing a product to life and showcasing its unique value.”
What’s new with Video Generator?
- Enhanced motion and realism. Video Generator now utilizes advanced AI techniques that create realistic shots of products in use. This advancement allows Video Generator to move beyond displaying a product in a lifestyle scene, and showing the product in action.
- Engaging, multi-scene video ads. Video Generator offers the creation of multi-scene videos with text animations and background music, giving brands the ability to showcase their products in different ways and in various settings.
- More choices, more variety. Advertisers now receive six different videos to choose from, boosting creativity and ad experimentation.
- One-click transformation. Advertisers can transform an image into a short, single-scene motion video in just a single click. These GIF-style video ads depict the product in action, which helps shoppers better understand the product benefits and make more informed purchasing decisions.
Video Generator is part of Amazon’s suite of AI-powered creative ad building tools, which include AI Creative Studio, Audio Generator, and Image Generator. These generative AI tools are designed to lower creative barriers and expand opportunities for advertisers, and create a more dynamic and engaging shopping experience for customers.
AI creative studio
AI creative studio brings Amazon Ads AI-powered image and video generation capabilities together within a single experience so that advertisers can conceptualize, create, and refresh content easily, regardless of format. Advertisers of all sizes and skill levels can use AI creative studio to research, generate, refine, and publish a variety of high-quality ad creatives produced from a single product shot, product page, or existing ad creative.
Brands can also explore the AI gallery—a content hub that houses examples of re-creatable ad formats, themes and designs—to spark inspiration. For example, an advertiser might start by choosing a “zen”-inspired theme. They could then take a product shot of their handmade ceramic mug on a plain white backdrop and transform it into a captivating image featuring the mug in a serene picnic setting against a picturesque, tranquil prairie background. AI creative studio provides unlimited storage for advertisers’ creations, so that brands can have a breadth of assets ready for live campaigns. It is currently available in beta for U.S. advertisers.
Audio Generator
Within just minutes of an advertiser linking to an Amazon product detail page, Audio Generator produces ad copy and a high-quality 30-second audio ad at no additional cost. This technology lowers the barrier of entry for audio advertising, helping customers discover new brands and products while they listen to their favorite audio content. Audio Generator is currently available in beta for Amazon DSP advertisers.
Amazon Ads will continue inventing with AI to create new ways brands can seamlessly create engaging ad content that resonates with customers, across all media types.
This article has been updated to reflect the launch of an enhanced Video Generator. The original article was published in September, 2024.
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