Artificial Intelligence (AI) is playing an increasingly significant role in the world of digital marketing, promising a revolution in the creation of advertising materials. Amazon Ads is no exception, as crafting compelling advertising can be a challenging task, especially for companies lacking resources for developing persuasive texts, images, or videos.
75% of advertisers facing difficulties in creating ad campaigns have identified content creation and style selection as the main hurdles.
That’s why, in the fall of 2023, Amazon introduced a new AI-based tool designed to assist in the creation of advertising banners.
In this article, we will explore how this new AI-powered image creation tool helps brands design banners to enhance ad campaigns and produce more engaging content.
Understanding AI Image Generation: What Does Amazon Claim?
The beta version of AI image generation is a tool designed to transform simple and generic product images against a uniform background into striking visuals for ad campaigns that resonate with the target audience.
As Colleen Aubrey, Senior Vice President of Products and Technology at Amazon Ads, states, using AI image generation, advertisers can gain an advantage in increased clicks and engagement.
Amazon asserts that using images created with AI can lead to a 40% increase in clicks compared to standard images on a white background.
This AI tool is particularly beneficial for small businesses and large brands without designers. Small businesses with limited resources can now create professionally looking ad images without the need for expensive design services. Large brands can also benefit from the diverse image options provided by the new AI tool.
To create unique images, the tool considers brand information and uses specialized models. This means advertisers can tailor the created images to their brand’s unique style and message, leading to more effective and personalized ad campaigns.
Sounds promising, but is it really so effective?
How the Amazon AI-Based Image Generation Tool Works
Launching a Sponsored Brands Campaign:
- Go to the products section and create a new Sponsored Brands campaign.
Adding Products:
- Include at least three products in your campaign.
Choosing Images:
- In the creative section at the bottom of the page, select the “custom images” option.
Using AI to Create an Image:
- Add a new image, then choose the “AI-generated image” option.
Selecting the Product for the Image:
- Specify the ASIN or product to be featured in the AI-generated image.
- Add the desired prompt.
- Choose a style or theme.
Generating the Image:
- Click “generate” to initiate the Amazon AI’s image creation process.
Once the generation process is launched, the Amazon AI tool will produce product images within 10-30 seconds (in some cases, up to one minute).
In-Depth Analysis
Our experience with the new Amazon tool has revealed its current limitations. Despite the promise of simplifying the ad creation process, Amazon’s AI is currently only effective in creating backgrounds, requiring high-quality product images as a starting point and a clear, comprehensible prompt. This underscores that while Amazon’s AI can serve as an assistant, it is still an unrefined tool and cannot replace individual creative approaches and professional photography.
Comparison with Alternatives
Compared to other generative AIs like DALL-E, the Amazon tool currently lacks in flexibility and the ability to integrate products into diverse scenarios. Other generative AIs offer broader capabilities for creating unique and compelling creatives, which is particularly valuable for brands looking to stand out.
Amazon’s AI
DALL-E
Drawbacks of AI Image Generation Tool
‘Dead Images’
One of the main drawbacks of the AI image generation tool is its inability to convey the unique style and artistic ideas that a human can inject. AI offers speed and automation but may not capture the subtle nuances of personal creativity, crucial for creating distinctive and memorable visual content.
Issue of Over-Editing
AI-based tools can sometimes ‘overdo’ the editing, resulting in images that look unrealistic or distorted. This issue is particularly relevant for images of people, where AI might overly smooth facial features, depriving the image of naturalness and expressiveness.
Uniformity of Content
Another significant drawback is the potential uniformity of content. Using AI to generate images may lead to the production of similar visuals for different products, complicating brands’ efforts to stand out and emphasize the uniqueness of their offerings in the market. This can make advertising campaigns less effective as consumers may not notice or differentiate products among a sea of similar advertising images.
The Value of Traditional Photography
Despite the impressive potential of AI, traditional professional photography remains irreplaceable, particularly when it comes to conveying the depth, texture, and context of a product. Professional photography allows for full control over the process and the realization of creative ideas without the limitations that current generative AIs may impose.
Currently, if you have limited resources for creating advertising materials, turning to more advanced generative AIs, such as DALL-E or MidJourney, may offer more flexible and creative solutions. However, it’s important not to completely forego the opportunities provided by professional photography, especially when it comes to creating images that fully reflect the essence of your brand and product.
Conclusion
The world of digital advertising is on the brink of significant changes thanks to AI. It’s crucial to keep up with technological developments and adapt to new tools while not forgetting time-tested methods like professional photography. Regardless of the chosen approach, the goal remains the same: to create advertising that speaks to the audience in its language and leads to sales growth.
If you’re looking for a professional Amazon PPC agency that can create tailored advertising creatives and strategies for your brand, Selleriti’s specialists are ready to assist.
Our expertise and knowledge will give your company an edge in the competitive Amazon marketplace.
Contact us today to learn more about how we can help you maximize the success of your Amazon advertising campaigns.