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Amazon Ads rolls out AI tools in India, marks 10-year milestone
New tools and platform aim to simplify full-funnel advertising for brands
MUMBAI: Amazon Ads has marked a decade in India by sharpening its focus on smarter, simpler advertising, unveiling a suite of AI-led tools and a streamlined campaign experience at its first flagship event, Connected Worlds.
Bringing together advertisers, agencies and partners, the event spotlighted how ad tech, content and commerce are increasingly converging to shape a seamless, full-funnel marketing journey.
At the heart of the announcements were two new AI tools designed to take the heavy lifting out of advertising. Creative Agent acts as a virtual creative partner, helping brands build campaign ideas, storyboards and ads using natural language prompts. From product research to polished video and display ads, the tool promises to cut down production time to hours, without additional costs.
Alongside it, Ads Agent offers an AI-powered assistant to manage complex advertising tasks, from planning to optimisation. Currently available within Amazon Marketing Cloud, it is expected to roll out to Campaign Manager later this year.
Amazon Ads also introduced a unified campaign manager, bringing together Amazon DSP and its advertising console into a single platform. The move aims to simplify campaign execution, offering a centralised view of performance metrics and cross-channel insights, all in one place.
Streaming, too, took centre stage. With platforms such as Amazon Prime Video and Amazon MX Player, the company is blending premium content with commerce-driven formats. New ad experiences including interactive ads, pause ads and shoppable formats are designed to turn passive viewing into active engagement, nudging users from discovery to purchase.
Creator-led storytelling is another key focus. A new creator programme connects brands with a network of over 500,000 creators, enabling campaigns that span social media, live commerce and influencer-led content, all with measurable outcomes.
The company also highlighted the growing role of Amazon Now in closing the loop between discovery and delivery. With quick commerce gaining pace, the platform allows brands to tap into high-intent moments, linking advertising directly to near-instant fulfilment. The service is set to expand beyond Bengaluru, Delhi-NCR and Mumbai to more cities through 2026.
Reflecting on the milestone, Amazon Ads India head and vice president Girish Prabhu, said the company’s focus has evolved alongside the market. As expectations from both brands and consumers grow, he noted, the aim is to help advertisers connect with the right audience at the right moment across the entire purchase journey.
A decade in, Amazon Ads appears to be betting big on intelligence and integration, where creativity meets data and every click has a clearer path to conversion.
MAM
GUEST COLUMN: How data and adtech are driving OOH growth in India
Data and technology are reshaping OOH and boosting advertiser confidence.
MUMBAI: Out-of-Home (OOH) advertising is evolving from a traditional, location-driven medium into a data-informed channel that blends physical presence with digital intelligence. For Nipun Arora, co-founder of Osmo, this transformation is redefining how advertisers plan, execute, and measure campaigns in India. In this piece, Arora explores how traffic, mobility, and AI-powered data are enhancing site and audience insights, why DOOH is accelerating precision planning, and how authenticity, creativity, and repeat exposure are driving renewed advertiser confidence in OOH.
For years, Out-of-Home (OOH) advertising operated with minimal reliance on data. Site selection was largely driven by visibility, location, and a planner’s understanding of traffic patterns.
That is now changing rapidly.
The first shift came with traffic data, offering basic estimates of vehicular movement. This evolved into mobility data powered by GPS signals, enabling deeper insights into audience movement and behavior. Point-of-interest data further refined this by helping advertisers understand who is likely to be present around a location.
Today, artificial intelligence and computer vision are unlocking an entirely new layer of site and audience intelligence. Together, these data streams are transforming OOH from a real estate-led medium into a data-backed one.
The rise of Digital Out-of-Home (DOOH) is accelerating this shift. Campaigns can now be planned, scheduled, and optimized with increasing precision bringing OOH closer to an adtech model. That said, as a physical medium, OOH still operates within real-world constraints, making this transition gradual rather than absolute.
At the same time, advertisers are returning to OOH with renewed interest.
One of the biggest drivers is authenticity. Unlike digital platforms, OOH offers real-world visibility free from bots, fraudulent impressions, or ad blockers. What you see is what exists.
There’s also growing digital fatigue. Consumers are overwhelmed by constant online advertising, often choosing to skip or ignore it. OOH, by contrast, engages audiences naturally within their environment, without interruption.
Mobility further strengthens its impact. As people move through cities daily, OOH benefits from repeated exposure building recall over time in a way few channels can match.
Add to this the power of creativity. Large formats and contextual executions don’t just capture attention, they often extend beyond the physical space, finding life on social media.
Finally, the increasing availability of data at the planning stage is boosting advertiser confidence. Better insights mean better decisions and more accountability.
As cities grow and movement increases, OOH is uniquely positioned at the intersection of physical presence and data intelligence. Its evolution from billboards to big data isn’t just a technological shift, it’s a redefinition of the medium itself.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
