Amazon Ads launches Creative Agent
February 12, 2026
Amazon Ads announced a new agentic AI tool, Creative Agent, that is says “empowers UK advertisers to easily create professional-quality ads for campaigns”.
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 video and display ads.
Creative Agent is powered by Amazon’s 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.
“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,” said Phil Christer, Managing Director of Amazon Ads UK. “With Creative Agent, businesses can explore bold ideas, collaborate in real time, and bring professional ads to life – always on, at no extra cost.”
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,” added Christer.
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