Amazon is bringing AI to the ad frontlines. At its annual UnBoxed event Tuesday, the retail giant unveiled Ads Agent, an AI-powered tool that the company said can draft campaigns, optimize bids, manage targeting across channels, and engage in media buying.
These tools, or agents, are designed to carry out tasks on behalf of humans. Amazon said its ads agent works through a conversational chat interface, letting marketers upload media plans, draft campaigns and ad groups, and scale targeting strategies—all without juggling multiple tabs or spreadsheets.
For Amazon Marketing Cloud, the AI agent can translate plain-language requests into ready-to-run SQL queries, removing the need for a data scientist, according to Kelly MacLean, vice president of Amazon’s demand-side platform, or DSP.