Jeffrey Preston Bezos Executive Chairman of Amazon | Amazon
Amazon Ads has introduced a new SQL generator for Amazon Marketing Cloud (AMC) at CES 2025. This generative AI tool is designed to assist advertisers in developing insights from AMC signals more efficiently by using natural language. The SQL generator allows advertisers to create queries without manual coding, significantly reducing the time needed from hours to minutes.
Advertisers can use this tool by describing their desired audience output in plain language. The generator then provides the relevant query and outlines the steps it took to create it. These queries enable advertisers to build custom audiences for campaigns across streaming TV, audio, and digital channels. For instance, an advertiser might request an audience of customers who have viewed product pages and seen streaming TV ads but haven't made a purchase in the last 30 days.
Paula Despins, vice president of ads measurement at Amazon Ads, stated: "With the SQL generator, we're bringing the power of generative AI to help advertisers more quickly unlock value from their data and our shopping and streaming signals to execute truly full-funnel advertising strategies." She emphasized that this capability enhances productivity and allows advertisers to explore new use cases and audience segments.
The SQL generator also offers guidance by answering questions such as how to create an audience of customers who have heard audio ads but not yet purchased. It generates the necessary code with step-by-step instructions.
Robert Avellino, vice president of innovation and growth at Tinuiti, commented on its impact: "Amazon's new SQL generator in AMC is revolutionizing how our agency harnesses customer signals to drive impactful campaigns." He noted that it simplifies complex audience ideas into actionable insights, accelerating productivity and expanding innovation within campaigns.
This tool represents Amazon Ads' ongoing investment in AI technologies across its services. It will be available for all AMC customers early in 2025.
For further details about Amazon Ads' offerings or about Amazon itself, visit ads.amazon.com or amazon.com/about respectively.