As media buying becomes increasingly automated, creative is emerging as the primary lever for differentiation and performance. Rich media, video storytelling, and AI-generated creative that adapts to every placement in real time. That’s Responsive eCommerce Creative (REC), an automated display solution Amazon Ads announced during the festival. REC dynamically generates and optimizes ads based on placement, device, shopper intent, and campaign objectives, and advertisers using it have driven up to 37% higher click-through rates and 26% better conversion rates.
The creative is shaped by how people actually shop, stream, and engage, with Amazon’s authenticated graph reaching over 90% of U.S. households and connecting unique retail purchase signals and streaming behaviors to deliver a depth of audience understanding that continuously optimizes what the ad says and how it performs. With closed-loop measurement tying every impression back to business outcomes, advertisers can see exactly how creative decisions translate to results.
Brands can upload their own video, pull from existing campaigns, or generate entirely new creative using AI, including product-in-use videos and lifestyle imagery that previously required full production shoots. AI-powered tools remove the production barrier entirely, taking any brand from brief to launch-ready creative across formats in minutes. For larger brands and agencies, that means more experimentation and faster campaigns without added headcount. For smaller businesses, it means access to formats like streaming TV without a production budget. Starting in July, conversational prompts expand beyond Amazon.com to third-party publisher sites across the open internet.
But what’s important to remember is that human creativity will always be important regardless of the new technology that allows us to move faster. On Tuesday’s session “Minds and machines: The next creative frontier” Heather Kehrberg, Director, Advertising Services, Amazon Ads; Joe Park, Vice President, Creative Experiences and AI solutions at Amazon Ads, Alissa Hansen, North American CEO Omnicom Production; and Academy Award-winning filmmaker and The Roots member Questlove discussed the role technology has in the creative process. As Questlove explained, music making has evolved and adapted as long as new tools allow musicians to write and produce songs differently. And all agreed that the human creative element is, and always will be, essential.
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