Though AI and machine learning have been around since the 1950s, this technology has seen an increase in excitement over the past few years as it has become seamlessly integrated into everyday products and services. For example, when consumers see Sponsored Products ads on Amazon, ask Alexa for the weather, or find a new series on Prime Video, they’re interacting with AI and machine learning.
As Sengupta explained, generative AI provides exciting opportunities for advertisers because of its ability to create new content—like titles, descriptions, and images for ads based on a variety of inputs.
“While content creation is the epitome of human creativity, generative models have shown immense potential for doing some of that work for us—not necessarily replacing but helping us get there faster,” Sengupta said. “Advertisers now have a creative assistant of sorts to help augment their knowledge and expertise.”
Sengupta also discussed how Amazon Ads customers can harness new advancements in technology from AWS.
“Databases and machine learning are coming together to make sense of more data, even unstructured data like blog posts and product reviews,” Sengupta said. “Interacting with this type of data is becoming more natural and conversational; natural language is your new SQL.”
As Aubrey explained, Amazon Ads regularly uses over 125 of the more than 200 services that AWS has available to build and deliver products to advertisers, publishers, and partners.
For example, Amazon Ads uses Amazon SageMaker--the flagship AWS machine learning managed service that helps developers, data scientists, and business analysts quickly and easily prepare data, and build, train, and deploy high-quality machine-learning models at scale--to power upgrades to the Amazon DSP. Since releasing these upgrades, there has been a 34% increase in return on ad spend and a 20% upswing in incremental addressability on inventory that had previously been unaddressable.1
Going forward, Sengupta said AI will continue to play an essential role in advertising.
“AI will be absolutely critical in helping businesses and brands optimize their marketing investments to make faster, better decisions,” Sengupta said. “Top marketing teams will partner across their broader organization and data silos to leverage their cloud services and glean insights that increase the impact of their advertising.”