Mumbai: Amazon Ads has introduced two agentic AI-powered tools—Creative Agent and Ads Agent—in India, aimed at simplifying ad creation and campaign management for businesses of all sizes. The launch underscores the company’s push to democratise access to advanced advertising capabilities through AI-driven automation and insights.
The new tools leverage Amazon’s first-party data and AI capabilities to enable advertisers to create, launch, and optimise campaigns more efficiently. From generating creative assets to automating campaign planning and analytics, the tools are designed to improve speed, precision, and overall marketing outcomes.
Creative Agent, integrated within Creative Studio, allows advertisers to generate professional-quality ads through a conversational interface. Acting as a virtual creative partner, it conducts product and audience research, develops concepts in storyboard formats, and produces video and display ads. By combining customer shopping signals with data from product pages, brand stores, and websites, the tool creates tailored campaigns that resonate with target audiences.
Ads Agent, currently available within Amazon Marketing Cloud and set to expand into Campaign Manager later this year, focuses on campaign planning and optimisation. It automates tasks such as audience segmentation, campaign pacing, and advanced analytics through natural language inputs, enabling advertisers to derive insights and execute strategies more efficiently.
“AI is fundamentally changing what is possible in advertising. With Creative Agent and Ads Agent, we are giving every advertiser access to AI-powered intelligence and our insights be it a small business or an established brand. Our AI-powered tools help them create smarter, launch faster, and drive stronger business outcomes at every stage of the campaign lifecycle,” says Girish Prabhu, Vice President and Head, Amazon Ads India.
Creative Agent aims to address traditional challenges in ad production, where high-quality creatives often require significant time and resources. The tool enables end-to-end creative development—from brainstorming and scripting to video production with animations, voiceovers, and music—within hours and at no additional cost.
Highlighting early results, Ganesh Sonawane, CEO of Frido, said, “As a growing brand, we have always had to make trade-offs between speed and quality when it comes to creative. Creative Agent removes that compromise entirely. With early access to the tool, we were able to launch our Streaming TV campaign for a sale event faster than ever — and the results were immediate. Our CTR for that campaign was 40% higher than our usual CTR. We are now testing more concepts, launching faster, and seeing stronger results, without increasing our creative spend,”
Ads Agent, on the other hand, enhances campaign efficiency by enabling advertisers to scale operations, refine targeting, and accelerate insights. It can analyse thousands of audience segments, recommend optimal targeting strategies, and generate complex SQL queries within seconds, significantly reducing manual effort.
With these launches, Amazon Ads aims to redefine how brands approach advertising—making sophisticated tools accessible across the spectrum, from small businesses to large enterprises—while enabling faster execution and data-driven decision-making in an increasingly competitive digital landscape.
