At CES 2025, Amazon Ads introduced a generative AI tool for Amazon Marketing Cloud (AMC) that simplifies SQL query creation, allowing advertisers to build custom audience segments faster. The SQL generator enables advertisers to describe their desired audience in plain language, and the tool returns a relevant SQL query, cutting development time from hours to minutes.
This innovation empowers advertisers to easily create audiences for Amazon Ads campaigns across streaming TV, audio, and digital channels. For example, advertisers can request an audience of users who viewed product pages and saw ads but didn’t make a purchase, enabling retargeting strategies.
Paula Despins, VP of Ads Measurement at Amazon, stated that the SQL generator enhances productivity, reduces technical barriers, and allows advertisers to maximize the value of shopping and streaming data.
Advertisers like L’Oreal and Tinuiti reported significant time savings during beta testing, with quicker audience creation and broader team involvement in data-driven strategies.
The SQL generator will be available to all AMC users in early 2025 as part of Amazon’s broader AI investments, which include creative generators for images, videos, and campaign optimization tools.
