At its annual UnBoxed event last week, Amazon unveiled Ads Agent, an AI-powered tool designed to automate media planning and campaign creation. Here's how the company describes it:
“Powered by AI, Ads Agent works alongside advertisers to automate time-consuming tasks, like identifying targeting segments, adjusting pacing across hundreds of campaigns, and generating SQL queries for advanced analytics. It also provides data-driven recommendations and simplifies analysis—all while providing transparency and control.”
Here are a few examples of what Ads Agent can do:
- Create & Optimize Campaigns – Advertisers can upload a custom media plan and let Ads Agent create their campaign structure and ad groups for them. The agent can also optimize campaigns at scale using text prompts like “pause all campaigns with ROAS less than 200%.”
- Campaign Targeting – Ads Agent reviews thousands of audience segments to recommend the most relevant Amazon audience segments and keywords for the campaign.
- Amazon Marketing Cloud Insights – Use natural language to ask Ads Agent questions and receive real-time guidance to simplify analysis.
Ads Agent is available to all users with access to Amazon Marketing Cloud and U.S. users of Multimedia Solutions with Amazon DSP.
Amazon also announced an update to its Campaign Manager – which it revamped into a new centralized hub that brings together sponsored ads and multimedia solutions with Amazon DSP into one single ad platform.
The new interface replaces fragmented workflows with unified setup, optimization, reporting, and cross-channel visibility, offering features like smart search, guidance cards, multi-account management, and a universal campaign creation button. Amazon said that early testing shows smart search cut bid-optimization workflow time by 26%.
The beta version of the new Campaign Manager is available to select advertisers, with a wider rollout planned for later this year.