🚀 Generative AI Meets Amazon Ads
Amazon Ads has unveiled a generative AI-powered SQL generator in Amazon Marketing Cloud (AMC). Advertisers can now create SQL queries simply by describing their needs in natural language. This reduces query creation time from hours to just minutes. Advertisers can use these queries to build custom audiences for campaigns on Amazon’s DSP and Ads Console. Paula Despins, VP of Ads Measurement at Amazon, said this tool helps brands unlock full-funnel strategies by integrating shopping and streaming data effectively.
💡 How It Works
Advertisers type requests in plain language, like “Create an audience of customers who viewed product pages but haven’t purchased in 30 days.” The generator produces SQL queries and explains the steps involved. These can target audiences across channels such as streaming TV and digital ads. This feature empowers advertisers to easily execute complex campaigns. Brendan Frawley, VP at L’Oreal US, highlighted its role in democratizing advanced audience strategies by reducing the need for coding expertise.
📊 Early Results from Beta Tests
Early beta testers, including L’Oreal US and Tinuiti, report significant time savings and enhanced campaign flexibility. Brendan Frawley noted that the tool streamlined audience testing, boosting productivity. Robert Avellino of Tinuiti added that it expands innovation potential and accelerates productivity by simplifying SQL creation. The feature is set to redefine how agencies and brands access and use customer signals to optimize campaigns.
🌐 Broader AI Investment
Amazon Ads continues investing heavily in AI. Along with the SQL generator, the company offers creative AI tools for images, video, and audio, as well as AI-driven campaign optimization. The SQL generator is expected to roll out to all AMC customers in early 2025. This marks another milestone in Amazon’s effort to make data-driven advertising more accessible and impactful for businesses worldwide.
Will Amazon's SQL generator transform advertising?
