In the future, anticipate seeing more AI-generated advertisements on the Amazon website.
After nine months of beta testing, Amazon said on Tuesday that its AI-powered video creator tool would be available in the US. Additionally, it released an upgraded version of the image generator that was first revealed in 2023.
customers with a verified Amazon seller account may now use the video generator for free. It enables customers to create eight-second video advertising from current product photos, which the firm refers to as “low-motion,” presumably suggesting that not much is happening in the frame.
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Additionally, the application may create new videos for advertising campaigns by using current video assets, identifying and summarizing important clips.
Product data from Amazon Ads accounts is one of many publicly accessible data sources used to train the AI models.
Getting more done with less
Jay Richman, vice president of product and technology at Amazon, told AdExchanger that the majority of shops using Amazon Ads do not have the resources and know-how of professional marketers.
According to Richman, the primary goal is to meet the needs of smaller, independently operated enterprises, even though several bigger retail brands have adopted Amazon’s image and video creation tools.
So far, adoption has gone well. 50% of the products marketed with AI-generated video assets are being advertised for the first time, according to Amazon Ads, indicating that these businesses would not have been able to create these kind of advertisements on their own in the past.
Amazon was unable to disclose whether or not companies using AI-generated video ads see an increase in sales. However, Richman pointed out that sponsored brand advertisements with video components typically have a 30% greater clickthrough rate.
Over the past few years, the technology has advanced quickly because to Amazon’s tendency toward more video ads, which has also given the business access to a larger library of product pages and assets on which to train its generative AI capabilities.
When the first picture generator was introduced eighteen months ago, Richman stated that it was less helpful for items that “could not be easily placed on a flat surface” and more helpful for stand-alone items like chairs or appliances.
It was difficult for the tool’s previous generation, for instance, to take a picture of a wristwatch and make it appear natural against an artificial intelligence-generated background. However, it may now position the watch in a more natural setting, like on the wrist of a human-like photorealistic figure.
The same human figure may now change the watch on its wrist or the camera can zoom in on the watch while the person is operating a vehicle thanks to the new video generator’s ability to create brief animated scenarios.
The finished product resembles a professional (although quite generic) video ad once these clips are combined and written copy—which is independently created by an LLM—is superimposed. Additionally, advertisers can utilize the tool to change the length and sequence of AI-generated video, add and reposition logos, and alter the copy.The finished product resembles a professional (although quite generic) video ad once these clips are combined and written copy—which is independently created by an LLM—is superimposed. Additionally, advertisers can utilize the tool to change the length and sequence of AI-generated video, add and reposition logos, and alter the copy.
Richman stated, “We’re not attempting to recreate an entire creative suite.” “We want our non-professional marketing clients to be able to come and go from their day jobs, but to do so in a way that makes their brand stand out from the competition.”
Naturally, anyone who has unintentionally purchased a fake or a dud on Amazon would wonder what safeguards the corporation has in place to make sure these AI creation tools aren’t being used to promote fraudulent goods.
In response, Richman stated that the AI-generated advertisements are subject to the same moderation procedures as all other content on Amazon.com. (Unfortunately, however, as noted by The Wall Street Journal and The Washington Post in 2019, Amazon’s automatic third-party seller moderation often overlooks prohibited and counterfeit goods.)
Additionally, the technology has significant limitations, at least for the time being. For example, the technology is more than capable of creating brief montage-style clips with human beings that seem the same or similar, but it struggles with longer-form storylines.
Though Richman noted that this is a genuine product launch and not the kind of “fantastical prototypes” that other AI businesses use in their marketing campaigns, he said he’s excited by how far the technology has already come in the last two years.
Richman compared this to a real-world, useful application of generative AI that is operational right now and ready to grow.
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