Amazon Ads has introduced two agentic AI tools in India, Creative Agent and Ads Agent, aimed at helping businesses of all sizes create, launch and manage advertising campaigns with greater efficiency and precision.

Built on Amazon’s AI capabilities and first-party insights, the tools are designed to enhance creative output, streamline campaign workflows and deliver sharper audience targeting.

Creative Agent, housed within Creative Studio, functions as a conversational AI-powered creative partner. Advertisers can simply click 'chat' to begin generating campaign ideas, with the tool conducting product and audience research, brainstorming concepts and translating them into storyboard-led narratives. 

It then produces video and display ads, drawing on Amazon’s deep understanding of customer shopping behaviour and brand inputs, including product pages, brand stores and websites. 

The result is an ad creative that is both data-informed and tailored to resonate with target audiences.

The tool effectively compresses what has traditionally been a resource-intensive and time-consuming process into a matter of hours. 

Acting as a strategist and execution partner, Creative Agent enables advertisers to develop polished, professional-quality campaigns without additional costs, opening up capabilities that were once limited to large brands with significant budgets.

Creative Agent’s capabilities span the entire creative lifecycle, from ideation to final production. 

It analyses audience signals and brand assets to generate relevant themes, writes multi-scene scripts, produces visuals, adds animation, voiceovers and music, and delivers ready-to-use ads. 

Its conversational interface removes the need for specialised skills, while built-in controls allow advertisers to refine outputs at every stage. 

The tool also supports multiple formats across Amazon Ads offerings, including Amazon DSP, Sponsored Display, Sponsored Brands, Sponsored Brands Video and Streaming TV.

In practice, a brand launching a new product can input key details such as product pages, target audiences and brand guidelines. Creative Agent then proposes multiple concepts and taglines, explains the thinking behind each, and builds editable storyboards. Once a direction is chosen, it produces complete ad assets, allowing for granular edits throughout the process.

Alongside this, Amazon Ads has unveiled Ads Agent, currently available in Amazon Marketing Cloud and set to roll out in Amazon Ads Campaign Manager later this year. The tool focuses on simplifying campaign planning and optimisation by automating complex and time-intensive tasks.

Ads Agent enables advertisers to build and optimise campaigns at scale by generating campaign structures and ad groups based on custom media plans. It also enhances targeting by analysing thousands of audience segments to recommend the most relevant ones, alongside keywords, for Amazon DSP campaigns. For advanced analytics, Ads Agent leverages its expertise in Amazon Marketing Cloud and SQL to translate business queries into actionable insights, using natural language to build complex queries and guide users in real time.

By combining automation with deep data intelligence, Ads Agent significantly reduces the time required to manage campaigns while improving accuracy and outcomes. Together, the two tools signal Amazon Ads’ push towards making sophisticated advertising capabilities more accessible, enabling brands to move faster and operate with greater confidence in an increasingly competitive landscape.

Girish Prabhu, vice president and head, Amazon Ads India, said, “AI is fundamentally changing what is possible in advertising. With Creative Agent and Ads Agent, we are giving every advertiser access to AI-powered intelligence and our insights, whether it's a small business or an established brand. Our AI-powered tools help them create smarter, launch faster, and drive stronger business outcomes at every stage of the campaign lifecycle."

Ganesh Sonawane, CEO, Frido, added, “As a growing brand, we have always had to make trade-offs between speed and quality when it comes to creative. Creative Agent removes that compromise entirely. With early access to the tool, we were able to launch our Streaming TV campaign for a sale event faster than ever — and the results were immediate. Our CTR for that campaign was 40% higher than our usual CTR. We are now testing more concepts, launching faster, and seeing stronger results, without increasing our creative spend."