Amazon has taken a bold step into the world of AI-generated content, releasing a new Video Generator designed to make ad creation easier for brands. Unveiled at the company’s Accelerate conference, this new tool allows advertisers to transform a single product image into a short video showcasing that product. However, like Google’s AI-powered tools, Amazon’s offering is currently limited to advertisers and is in its beta phase, available to select U.S. brands running Sponsored Brands campaigns.
What Is Amazon’s Video Ad Generator?
Amazon’s Video Generator is part of a broader suite of generative AI tools designed to enhance the shopping and advertising experience. By taking a single product image, the tool can produce a 6-9 second video, complete with music, headlines, and a call to action. It generates four video variations from which advertisers can choose. Currently, these videos run at a resolution of 720p and take up to five minutes to process.
Though still in beta, the Video Generator has garnered attention for its potential to significantly streamline the ad creation process. “Video Generator is another meaningful innovation that leverages generative AI to inspire creativity and deliver more value for both advertisers and shoppers,” said Jay Richman, VP of Amazon Ads.
Amazon’s Move into AI-Generated Video
Amazon’s foray into generative video comes at a time when other tech giants, including Google, Adobe, and OpenAI, are rolling out their own video-generating technologies. The company appears focused on improving the accessibility of video ads for small- and mid-sized businesses.
The demand for video ads continues to grow. According to a study by Wyzowl, 89% of consumers want to see more video content from brands. Yet, for many businesses, the time and cost involved in video production are major barriers. Amazon’s solution aims to lower those barriers, allowing more brands to leverage video marketing. Early feedback from beta users, such as French skincare brand Gellé Frères, suggests the tool has already sped up video production timelines ahead of key marketing periods like Black Friday.
What About Live Image?
In addition to Video Generator, Amazon also launched a new live image feature, a part of its AI-powered image generation suite. Live image can animate a still frame into a short GIF-like image. For example, an image of a coffee cup could be enhanced with steam rising from the cup, creating a more dynamic, attention-grabbing ad. Like the Video Generator, this tool is also in beta and available to select advertisers.
Risks and Industry Impact
As with any generative AI tool, the legal and ethical concerns around intellectual property remain prevalent. Video models like Amazon’s are trained on large datasets, including copyrighted video content. This creates potential legal risks if these tools inadvertently recreate copyrighted media. Amazon has indicated that its indemnification policy will protect advertisers from copyright claims related to the use of these AI-generated videos, though details on whether this applies to all aspects of the tool are still being clarified.
Despite these concerns, the integration of generative AI into the advertising world appears inevitable. In fact, a study commissioned by the Animation Guild estimates that by 2026, over 100,000 entertainment jobs in the U.S. could be impacted by these technologies.
The Road Ahead for AI in Advertising
Amazon’s latest developments underscore the growing importance of AI in digital marketing. As more platforms roll out their own generative AI tools, the playing field is becoming increasingly competitive. For brands, this could mean faster, more cost-effective ad production with greater personalization. However, the long-term implications for both marketers and creative professionals remain to be seen.
For now, Amazon is focusing on fine-tuning these tools based on feedback from beta users. The eventual public release of Video Generator and live image will likely be a game-changer for advertisers of all sizes, helping them create more visually compelling ads without the hefty price tag typically associated with video production.
