Amazon Ads has announced the launch in Spain of Creative Agent, a new tool based on artificial intelligence that allows advertisers to create professional-quality advertising campaigns in a faster, more accessible and efficient way. After its availability, from the end of 2025, in the United States, the solution now arrives in Spain, France, the United Kingdom and Germany.
Creative Agent was born to respond to one of the current major bottlenecks of digital marketing, according to Amazon: while media purchasing is increasingly automatic and immediate, creative production continues to be manual. The result is a growing gap between the ability to activate campaigns and the actual availability of enough creative assets to fill all the touchpoints where consumers are.
The tool works as a creative partner, guiding you throughout the entire process in a conversation
As the company explains, the tool works as a comprehensive creative partner, guiding the advertiser throughout the entire process through a conversational interface. Thus, through a chat, the tool accompanies the user from the initial strategic definition to the final delivery of graphic or video ads ready to be activated.
To do this, Creative Agent combines Amazon’s own signals – product data, brand pages, Amazon stores, purchasing behaviors and audiences – with inputs provided by the advertiser, such as its website, brand guidelines, previous materials or priority audiences. From this analysis, he proposes creative concepts, slogans and visual approaches, explaining the reasoning behind each step.
The advertiser can accept a proposal, iterate on it or request new alternatives. Once the concept is validated, the tool develops storyboards, editable scenes and final versions that include animation, music, voice-overs and formats adapted to Sponsored Brands, Sponsored Display, Amazon DSP, Streaming TV and Brand Stores.
One of the differentiating elements of Creative Agent is its end-to-end approach. The tool suggests ideas and also executes the entire creative process, including post-production. The objective is to drastically reduce production times and costs, allowing you to go from a blank page to an asset ready for dissemination in a single afternoon. In addition, the system is designed under a model in which creative control remains in the hands of the advertiser, who can review, adjust and document each decision, without AI replacing professional judgment.
Creative Agent is integrated into Creative Studio, the Amazon Ads creative suite that already includes tools such as Video Generator and Image Generator. At a technological level, it relies on AWS and foundational models available on Amazon Bedrock, such as Amazon Nova and Claude (Anthropic), which work in a coordinated manner to maintain creative coherence and quality of execution.
According to Amazon Ads, early beta users have highlighted that conversational flow facilitates creative experimentation and expands their own capabilities, especially among small and medium-sized businesses that until now did not have access to advanced creative resources.
“Creative Agent gives all advertisers and agencies access to the kind of strategic, professional-quality creative support that until now was only available to big brands”says José Escudero, Head of Advertising Sales at Amazon Ads. “Now companies can explore innovative ideas, collaborate in real time and create professional ads reducing time and costs, which amplifies their ability to make more and better campaigns.”
The company emphasizes that the tool is designed both for large brands – which will be able to scale their creativity beyond key products and experiment quickly – and for medium and small advertisers, who will be able to activate campaigns that were previously out of reach due to lack of resources.
Creative Agent is now available in Spain for free for any brand with an Amazon Ads account, directly from the tools menu.
