Amazon expands generative AI capabilities for advertisers
Participants in the Amazon retail media network can now streamline audience creation with leading-edge artificial intelligence.
The e-tail giant is releasing a new generative AI-based natural language interface that lets advertisers on its Amazon Ads retail media platform generate SQL queries for their desired audience use case in the Amazon Marketing Cloud (AMC).
This eliminates the need to create code manually and reduces query development time from hours to minutes. Advertisers can then run the queries in AMC to create their new audience and activate the audience in the Amazon demand side platform (DSP) and ads console.
To use the SQL generator, Amazon advertisers can describe the audience output they want from AMC in their own words. The generator will return the relevant query, as well as the steps it used to create it.
Advertisers can then use these queries to build custom audiences that can be activated for Amazon Ads campaigns, reaching customers through streaming TV, audio, and digital channels.
For example, an advertiser can say, "Create an audience of customers who have viewed our product pages and seen my streaming TV ads but haven't purchased in the last 30 days."
Using advanced algorithms, this generative AI capability creates the SQL query to build the audience, which could be used for retargeting campaigns across various channels.
The SQL generator also allows advertisers to ask questions such as, “How can I create an audience of customers who have heard our audio ads, but have not yet made a purchase?” It then generates the necessary code to build this cross-channel audience with step-by-step instructions.
The release of this new solution follows Amazon’s October 2024 rollout of a range of new AI-equipped solutions and insight-based features for advertisers on Amazon Ads.
[READ MORE: Amazon launches AI tools, new capabilities for advertisers]
"With the SQL generator, we're bringing the power of generative AI to help advertisers more quickly unlock value from their data and our shopping and streaming signals to execute truly full-funnel advertising strategies," said Paula Despins, VP of ads measurement at Amazon Ads. "Not only has this capability boosted productivity, but it has helped advertisers explore novel use cases and audience segments, helping them grow their brand and optimize their media spend across streaming TV, audio and digital channels."
