Amazon, with its podcast and streaming music app and podcast studio Wondery, is already in the audio business. Now it is helping to make audio advertising more appealing with the release of a new generative AI tool designed to lower creative barriers and expand opportunities for advertisers to scale their reach. At the company’s annual Unboxed 2024 conference in Austin, Amazon debuted Audio Generator, an AI-powered tool that helps brands build and activate new campaign creatives — with little more than the information on their Amazon product page. The Audio Generator raises audio advertising to the same level as video and display ads, with Amazon previously releasing AI tools to create ads in each of those formats.
“These tools make it simple to build and activate new campaign creatives, helping brands experiment more freely and optimize based on performance,” the company said in the announcement. The AI tools are already showing promise. According to Amazon Ads findings, on average, brands who used Image generators between October 2023 and June 2024 saw almost 5% more sales per advertiser.
Advertisers can use Audio Generator to easily develop interactive audio ad creative in just minutes and at no additional cost. Amazon says the technology makes audio advertising available to more brands, helping them drive incremental reach by engaging relevant audiences while they are listening to their favorite content on Alexa-enabled devices.
Similar to its Image and Video Generators, when it comes to audio, advertisers simply input their Amazon-listed product and Audio Generator will automatically create a voiceover script based on the product information. Advertisers can then select the voice and tone, as well as background music, and Audio Generator will deliver a 30-second interactive audio ad that can complement a brand’s display, video, and sponsored ad campaigns.
The resulting ad can also be refined at any point. Advertisers can tweak the script, make the tone more promotional, conversational, or narrative-based, and test different variations to keep the message fresh and optimize performance. Ads also include an interactive element, such as by adding an “Alexa, add to cart” feature.
Available now in beta, U.S. advertisers can access Audio Generator via the Amazon DSP.
“We’re really excited to add Audio Generator to our growing suite of AI-powered creative tools,” said Jay Richman, Vice President of Creative Experiences for Amazon Ads. “From images to video and now audio, we are removing creative barriers for advertisers and unlocking new audiences and opportunities that weren’t possible just a year ago. And the invention won’t stop here — this is just the beginning.”
To further enhance a seamless ad-building experience, Amazon Ads is also beta-launching AI Creative Studio for select U.S. advertisers starting today, which is designed to help advertisers explore and create unique ads all in one place. The studio brings all of Amazon Ads AI-powered creative generators into a single application, where brands can conceptualize, create, and refresh content regardless of format.
“By reducing the complexities of working across multiple formats and placements, these innovations empower advertisers to more easily reach their target audiences at every stage of the marketing funnel,” said Richman. “They can also easily update creatives seasonally, generate fresh, trend-driven content, and tailor ads to different use cases. This leads to a more dynamic and engaging customer experience, ultimately helping to drive overall campaign performance.”
The AI Creative Studio will launch with AI-powered images and video — and in the future, audio will be added. Amazon says it will allow advertisers of all sizes and skill levels to use AI to research, generate, refine, and publish a variety of high-quality ad creatives produced from a single product shot, product page, or existing ad creative.
It will also feature an AI gallery — a content hub that houses examples of re-creatable ad formats, concepts, and designs — to spark inspiration. Brands can also upload their assets to the AI Creative Studio. Advertisers can take existing creative and generate a variety of concepts. The resulting ads can be saved directly to the advertiser’s creative asset library within their existing campaign workflows, for easy campaign activation.
“Imagine the impact this can have for businesses of all sizes,” said Richman. “Traditionally, investing in multiple ad formats and placements demands significant time, budget, and expertise. Now, with AI Creative Studio, advertisers can easily draw inspiration from custom concepts, select one, and seamlessly create display, video, and eventually audio ads — all within a single workflow.”
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