Today, Amazon Ads announced a new agentic AI tool, Creative Agent, that empowers advertisers in Canada to easily create professional-quality ads for campaigns. Within Creative Studio, advertisers can now click "chat" to access a conversational, AI-powered creative partner that conducts product and audience research, brainstorms ideas, develops creative concepts in storyboard format, and produces compelling video and display ads.

Creative Agent is powered by Amazon's extensive retail insights, which enable an in-depth understanding of the advertiser's brand and products, including what features make a product stand out. By combining customer shopping signals with information from the advertiser's product pages, brand store, and website, the tool generates ideas that bring a brand to life and designs ad creative that will resonate most with customers.

Developing sophisticated ad creative traditionally requires significant budget and resources, often tens of thousands of dollars and weeks of time. Creative Agent acts like a creative partner and strategist at your fingertips, helping advertisers of all sizes produce polished, professional-quality ads in just hours—at no additional cost—unlocking the same creative edge once reserved for the biggest brands.
"It's not just about efficiency, it's about democratizing access to premium creative capabilities that weren’t previously available to all brands," explains Uri Gorodzinsky, Managing Director, Amazon Ads Canada and Mexico. "Creative Agent empowers businesses to test innovative concepts, work collaboratively in the moment, and produce polished advertising content, with no additional fees."

Key Features
With Creative Agent, advertisers can benefit from:

  • Intelligent creativity: The tool analyzes audience signals, product and brand details, and brand assets to create ad themes that resonate with a brand's audience.
  • End-to-end creative development for ad campaigns: Complete creation of advertising assets, from concept brainstorming to writing multi-scene video scripts, generating images, animating scenes, creating voiceovers, adding music, and delivering the final video or display ads.
  • Conversational interface: Natural conversation-based interaction that requires no specialized training or design skill.
  • Advertiser creative control: Granular feedback capabilities at every stage of development enable advertisers to edit and inform the entire creation process.
  • Multi-format support: Creates customized display and video ad formats for use across Amazon Ads offerings including Amazon DSP, Sponsored Display, Sponsored Brands, Sponsored Brands Video, and Streaming TV.

How Creative Agent Works in Practice
Let's say a retailer for outdoor gear releases a new backpack and wants to promote the new product. The retailer can simply go to Creative Studio, click "chat," and Creative Agent begins by asking for product webpages, Amazon product detail pages, relevant audiences, brand guidelines, and previous brand ads or images.

The tool researches this information and responds with several options for ad concepts and taglines, explaining how the concepts were conceived, what the visuals will look like, and what the message conveys to shoppers.

The retailer can select from one of the three proposed taglines and ad ideas that fit the brand's voice, or have the tool start again and generate entirely new options.

Once a concept is agreed upon, the tool creates storyboards with scene-level scripts and visuals that can be edited, iterated, and refined. It explains what it's doing at every step so the advertiser can make edits to even the most minor detail. Then, finalizing the entire ad creation process, Creative Agent builds multi-scene videos and display ads complete with animations, music, and voiceovers that can run across Sponsored Brands, Sponsored Display, Amazon DSP, Brand Stores, and Streaming TV.

Enhancing Advertiser Creativity and Control
Amazon Ads intentionally designed Creative Agent to interact with advertisers and showcase its thinking at every step of the ad creation process. Early beta testers reported the conversational workflow enhances their own capabilities and creative innovation.

This tool reduces the time and cost of designing creative ads, encouraging advertisers to explore and experiment rapidly.

“As a tech-focused partner, Xnurta is always seeking ways to drive more value and more easily create campaigns that scale countries,” said Kashif Zafar, CEO, Xnurta. “We are big believers in the power of GenAI creative to drive more brand engagement and sales for our clients and are excited to see Creative Agent expand to Canada - we are already mobilizing our creative team to utilize these tools on behalf of our Canadian clients,” he added.

Amazon Ads AI Tools
Creative Agent is built on AWS technology, using foundation models available on Amazon Bedrock—including Amazon Nova and Anthropic Claude—that work in harmony to enable specialized AI agents while maintaining cohesive ad development.

Amazon Ads also offers a suite of AI-powered creative ad building tools, which include Video Generator and Image Generator. Amazon designed all these tools to lower creative barriers and create more engaging ad experiences for shoppers.

"AI is evolving at a remarkable rate," notes Gorodzkinsky. "Creative Studio eliminates traditional obstacles around budget and timeline, democratizing access to the sophisticated, premium creative resources that were historically available only to major corporations. This marks just the start, the tools will evolve and improve continuously."