Amazon has revealed a generative AI tool to create audio ads. In the future it will become part of an application suit called AI Creative Studio where creators today can access Amazon’s AI-powered ad generators Image and Video.
The idea is to give brands a way to create content for all media types, eliminating boundaries across ad formats.
Audio generator allows advertisers to develop engaging and interactive audio ad creative. Compare that with AI creative studio, which allows brands to conceptualize, create, and refresh content regardless of format in one application.
Amazon announced the tool at unBoxed 2024 on Tuesday, and gave advertisers a way to store the content for free supported by its cloud services.
The audio ads are 30 seconds in duration and run across Alexa-enabled devices.
Once the advertiser selects the product to advertise, AI analyzes all the product’s details and customer reviews to create ad copy that is read by a synthetic voice.
Technology allows listeners to engage with them using Alexa voice commands, explains Jay Richman, vice president of creative experiences for Amazon Ads.
“The advertiser can select the voice, tone and background music,” Richman says.
The voices are generated by a variety of models that Amazon continually refines and builds.
Audio identities have become popular with brands. When asked whether Amazon plans to allow advertisers to customize the voice or use their own identity, Richman said Amazon is trying to bring the brand’s essence into all [parts of] the creatives, adding, ” we’re probably further along with the visual media.”
Technology allows advertisers to turn a product shot into videos, and soon the tools will allow advertisers to convert a TV commercial into online sponsored ads.
As the cost of producing ads declines, the number of ads being created rises, Richman said.
Advertisers can see how each creative and variant performs in reports for the metrics the platform already offers such as click-through rates (CTRs).
Amazon has also created an asset library as part of AI Creative Studio that enables advertisers to save the content in a cloud repository with unlimited storage capability in the existing campaign workflows.
Available now in beta, U.S. advertisers can access Audio generator through the Amazon DSP.
AI creative studio provides unlimited storage so brands can have a variety of creative assets ready for live campaigns. It also is available in beta for select U.S. advertisers starting today.
