Amazon Ads has announced a new feature that uses generative AI technology to make it easier for advertisers to create more interesting and relevant video ads for customers.

The new feature, Video generator, creates visually rich video content in a matter of minutes and at no additional cost. Using a single product image, Video generator curates custom AI-generated videos tailored to a product’s distinct selling proposition and features, leveraging Amazon’s unique insights to vividly bring a product story to life., Amazon said in a media statement.

The growing suite of GenAI tools from Amazon Ads helps brands quickly and easily create lifestyle images around their products, elevating the customer discovery experience.

The company has also introduced a new live image capability that makes it fast and easy for brands to create short, animated campaign images.

Live image will be offered as part of Image generator, which was developed in response to advertiser feedback and industry data.

Quoting a study from animated video production company Wyzowl, Amazon stated that 89percent of consumers said they wanted to see more videos from brands in 2024, while businesses reported the lack of time and cost as the top barriers to video marketing.

“Video generator is another meaningful innovation that leverages generative AI to inspire creativity and deliver more value for both advertisers and shoppers. We are hard at work delivering generative AI applications that empower advertisers to craft visually stunning, high-performing ads,” said Jay Richman, VP of Product and Technology for Amazon Ads.

Both Video generator and live image are currently available in beta to select US advertisers. The tech will be further fine-tuned before a wider release to ensure the highest-quality experience for our customers, Amazon added.