In an effort to improve ad performance, Amazon has unveiled its own ad AI art generator.
It’s not really ‘cauldron and toaster in the style of Van Gogh’ stuff. But the new tool will allow advertisers on the site to generate lifestyle-based backgrounds for product photos. No more dodgy Photoshop tasks or painful, plain white backgrounds.
Like all best AI toolsThe name of the game, according to the ecom giant, is: maximize impact, minimize effort.
Creatives, campaigns, click-through rates
As users of even the best ecommerce website builders I know all too well: isolated product photos against a white background do not interest customers. So, Amazon’s latest tool effectively adds a realistic touch to stark product photos. In design, it is no different from Amazon’s ‘View in your room’ app function. It is another way for users to visualize online products in their own home using augmented reality.
In the company’s own example, a real product placed in an AI-generated kitchen in a sponsored mobile ad could see up to 40% higher click-through rates compared to standalone images. No need for real-world locations, photography setups or photo editing. And at first glance it generates mainly realistic settings, with a quality bordering on that of the best stock photo websites.
Compelling visuals are an area that has proven difficult for some advertisers, Amazon said. According to a proprietary study, nearly 75% of those who didn’t run failed ad campaigns faced the biggest challenge in creating ads and choosing an ad format. After all, users expect a certain level of shine.
By streamlining content creation on the platform, advertisers now only need to select their product to generate a series of lifestyle and brand-themed images. Short text prompts can be used to make changes to the images – users with experience with text-to-image generators will find themselves in very familiar territory here. Multiple versions can also be generated for further testing and performance optimization.
Colleen Aubrey, senior vice president of Amazon Ads Products and Technology, explained: “With the launch of our image generation capability, every advertiser can now use a simple tool to create unique, lifestyle creative assets that make their campaigns more engaging. and without any additional costs.”
The genAI tool is now being rolled out to select advertisers, with plans to expand in the future.
But before everyone gets carried away, let’s not forget that this is artificially generated art we’re talking about here. If The edge It’s even been pointed out in Amazon’s own press release that something has gone seriously wrong with the spokes of its AI-generated fork. Perhaps something to address as the company continues to use customer feedback to improve the experience.