Amazon has been finding many convenient uses for AI, especially for its sellers. Recently, it released an AI tool that users can use to create product listings. Now, the retail giant uses generative AI so advertisers can add backgrounds to the products.
AI Tool for Background Generation
If you go through listings on Amazon, you'll notice that most of the products are placed on a plain white background. Soon enough, advertisers will be able to generate an appropriate background for the products using Amazon's new tool.
The beta feature is said to be a "generative AI solution designed to remove creative barriers" while boosting the product's performance. Advertisers will get a better outcome with less effort, says Amazon SVP of Ads Products and Technology Colleen Aubrey.
This makes it easier for all parties since the tool doesn't need much technical expertise to be operated. Of course, like most AI-generated images, there are flaws that can be found in the photos. For instance, the toaster example below shows that the fork has more prongs than it should.
"Producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process," Audrey stated in the Amazon blog post, which also states that 75% of advertisers had trouble with building ad creatives.
"At Amazon Ads, we are always thinking about ways we can reduce friction for our advertisers, provide them with tools that deliver more impact while minimizing effort, and ultimately, deliver a better advertising experience for our customers."
Amazon expressed that based on data, products placed in a lifestyle context such as a toaster next to a croissant on a kitchen counter, click-through rates can be 40% higher compared to ads with standard product images or plain white backgrounds.
Advertisers can simply head to Amazon Ad Console to use the tool by selecting the product they want to edit, clicking "generate" and choosing from the image options that the AI tool provides. Users can even choose a theme for the generated backgrounds.
Amazon's AI Listings
The e-commerce giant also launched an AI tool so sellers can quickly create product listings without doing much work. Other than creating new products, sellers can also use the tool to "enrich" the listings that are already published.
The tool will be able to create important sections of the listing such as the product title, bullet points, and descriptions. The company calls it the Generative Listing Content Tool, and all the seller has to provide is a few words and sentences, as per Engadget.
Amazon VP of Selection and Catalog Robert Tekiela says that the new AI model is able to "infer, improve, and enrich product knowledge at an unprecedented scale and with dramatic improvement in quality, performance, and efficiency."
Even product reviews are already generated using AI, although not in a deceptive way. Instead of scanning through several ratings from buyers, Amazon uses AI to create a summarized version based on all the human-made reviews which include both positive and negative aspects of the product.
