Amazon Ads is launching a new AI-powered creative tool in the UK, designed to automate and simplify the production of video and display advertising.
Creative Agent offers a chatbot interface that can brainstorm ideas, develop storyboards and even generate video and display adverts. It will be introduced to the UK market today after being launched in the USA back in November
The tool, available to all clients at no extra cost, has access to audience signals, product and brand details, and brand assets which Amazon says allows it to create ‘professional-quality’ ads.
A key aspect stressed by management is the simplicity of the tool, which like ChatGPT and other LLMs can be talked to in regular language. Amazon said it can aid the entire process of an ad campaign, from brainstorming to video creation to adding music and voice-over.
Despite this, Amazon is careful not to present this as a replacement for advertisers. Instead they portray it as a supplement, and pointedly included positive experiences from advertisers in the press release. Destaney Wishon, the CEO of BTR Media, is quoted as saying that the tool helps them to ‘scale campaigns’ for mid-market clients.
That fits in with another Amazon talking point, that the tool will help to ‘democratise’ video advertising, the high cost of which previously made it tricky for small and medium businesses to take part. It’s a similar argument we’ve seen from Meta, as well as television broadcasters.
‘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 will be officially announced today at Amazon’s unBoxed London 2026. Other innovations showcased at the event include Ads Agent, an AI assistant that helps with back-end tasks like SQL syntax, and Campaign Manager, which brings together Amazon’s advertising console and Amazon DSP into a single ad platform.