Today, Amazon Ads announced a new agentic AI tool, Creative Agent, that empowers UK advertisers to easily create professional-quality ads for campaigns. The announcement comes ahead of unBoxed London 2026 which hundreds of UK advertisers, agencies, and partners will attend later today.
Within Creative Studio, advertisers can now click “chat” to access a conversational, AI-powered creative partner that conducts product and audience research, brainstorms ideas, develops creative concepts in storyboard format, and produces compelling video and display ads.
Creative Agent is powered by Amazon’s extensive retail insights, which enable an in-depth understanding of the advertiser’s brand and products, including what features make a product stand out. By combining customer shopping signals with information from the advertiser’s product pages, brand store, and website, the tool generates ideas that bring a brand to life and designs ad creative that will resonate most with customers.
Developing sophisticated ad creative traditionally requires significant budget and resources, often tens of thousands of pounds and weeks of time. Creative Agent acts like a creative partner and strategist at your fingertips, helping advertisers of all sizes produce polished, professional-quality ads in just hours—at no additional cost—unlocking the same creative edge once reserved for the biggest brands.
This is about more than speed—it’s about giving every advertiser and agency access to the kind of strategic, high-quality creative support that once only large brands could afford. With Creative Agent, businesses can explore bold ideas, collaborate in real time, and bring professional ads to life—always on, at no extra cost.
– Phil Christer, Managing Director, Amazon Ads UK
Other innovations showcased at unBoxed London 2026 include Ads Agent, an AI assistant with an expanding set of skills that enables advertisers to use plain-English requests to carry out complex advertising tasks, and Campaign Manager, which brings together Amazon’s advertising console and Amazon DSP into a single ad platform.
Amazon Ads Creative Agent Features
With Creative Agent, advertisers can benefit from:
- Intelligent creativity: The tool analyses audience signals, product and brand details, and brand assets to create ad themes that resonate with a brand’s audience.
- End-to-end creative development for ad campaigns: Complete creation of advertising assets, from concept brainstorming to writing multi-scene video scripts, generating images, animating scenes, creating voiceovers, adding music, and delivering the final video or display ads.
- Conversational interface: Natural conversation-based interaction that requires no specialised training or design skill.
- Advertiser creative control: Granular feedback capabilities at every stage of development enable advertisers to edit and inform the entire creation process.
- Multi-format support: Creates customised display and video ad formats for use across Amazon Ads offerings including Amazon DSP, Streaming TV, Sponsored Display, Sponsored Brands, and Sponsored Brands Video.
How Creative Agent Works in Practice
Let’s say a retailer for outdoor gear releases a new backpack and wants to promote the new product. The retailer can simply go to Creative Studio, click “chat,” and Creative Agent begins by asking for product webpages, Amazon product detail pages, relevant audiences, brand guidelines, and previous brand ads or images.
The tool researches this information and responds with several options for ad concepts and taglines, explaining how the concepts were conceived, what the visuals will look like, and what the message conveys to shoppers.
The retailer can select from one of the three proposed taglines and ad ideas that fit the brand’s voice, or have the tool start again and generate entirely new options.
Once a concept is agreed upon, the tool creates storyboards with scene-level scripts and visuals that can be edited, iterated, and refined. It explains what it’s doing at every step so the advertiser can make edits to even the most minor detail. Then, finalising the entire ad creation process, Creative Agent builds multi-scene videos and display ads complete with animations, music, and voiceovers that can run across Sponsored Brands, Streaming TV, Sponsored Display, Amazon DSP, and Brand Stores.
Enhancing Advertiser Creativity and Control
Amazon Ads intentionally designed Creative Agent to interact with advertisers and showcase its thinking at every step of the ad creation process. Early beta testers reported the conversational workflow enhances their own capabilities and creative innovation.
What truly sets this apart is how it explains its thought process as it’s building my creative concept. Not only does this help expand my own perspective, but it consistently reveals insights and angles I hadn’t considered that are based on the products I sell.
– Dayexi Tomko, Brand Manager, Nestle Health Science
This tool reduces the time and cost of designing creative ads, encouraging advertisers to explore and experiment rapidly.
This tool allows us to develop creative ads and scale campaigns for our mid-market clients in ways that simply weren’t possible before. The ability to quickly iterate and produce professional-quality ads dramatically changes what we can offer to clients on mid-market level budgets.
– Destaney Wishon, CEO, BTR Media
Amazon Ads AI Tools
Creative Agent is built on AWS technology, using foundation models available on Amazon Bedrock—including Amazon Nova and Anthropic Claude—that work in harmony to enable specialised AI agents while maintaining cohesive ad development.
Amazon Ads also offers a suite of AI-powered creative ad building tools, which include Video Generator and Image Generator. Amazon designed all these tools to lower creative barriers and create more engaging ad experiences for shoppers.
AI is advancing at an incredible pace. With Creative Studio, we’re breaking down barriers of cost and time, and giving advertisers and agencies the same kind of strategic, high-quality creative support that once only large brands could access. And this is just the beginning—it’ll continuously get better over time.
– Phil Christer, Managing Director, Amazon Ads UK
