In a significant announcement made at the Consumer Electronics Show (CES) 2025, Amazon Ads revealed a new generative AI capability designed to streamline the audience targeting process for advertisers. The introduction of a SQL generator for Amazon Marketing Cloud (AMC) promises to transform how businesses analyze and utilize their marketing data, reducing the time required to generate insights from hours to mere minutes.

2. A Seamless User Experience

The SQL generator allows advertisers to communicate their desired audience output in natural language, eliminating the complexity of manual code creation. By simply describing the audience they wish to target, advertisers can receive tailored SQL queries that can be directly executed within AMC. This innovative tool not only enhances productivity but also empowers advertisers to explore new audience segments and strategies.

For instance, an advertiser could request, “Create an audience of customers who have viewed our product pages and seen my STV ads but haven't purchased in the last 30 days.” The SQL generator will then produce the necessary query, facilitating effective retargeting campaigns across a variety of platforms, including streaming TV, audio, and digital channels.

Enhancing Campaign Effectiveness

Paula Despins, Vice President of Ads Measurement at Amazon Ads, emphasized the tool's potential to unlock value from data. "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," Despins stated. The SQL generator is poised to significantly boost productivity while enabling advertisers to innovate their media spend strategies.

Advertisers can also seek guidance through the SQL generator, asking questions such as, “How can I create an audience of customers who have heard our audio ads, but have not yet made a purchase?” The tool will generate the required SQL code, along with step-by-step instructions to build cross-channel audiences effectively.

3. Industry Praise and Anticipation

The response from the advertising community has been overwhelmingly positive. Robert Avellino, Vice President of Innovation and Growth at Tinuiti, expressed enthusiasm for the new capabilities, stating, “Amazon's new SQL generator in AMC is revolutionizing how our agency harnesses customer signals to drive impactful campaigns.” Avellino highlighted that this generative AI capability allows teams to transform complex audience ideas into actionable insights, thus expanding innovation across campaigns.

4. Expanding AI Investments

The SQL generator is part of Amazon Ads' broader commitment to integrating artificial intelligence across its services. This includes creative generators for images, video, and audio, as well as AI-driven campaign optimization capabilities. The SQL generator will be made available to all Amazon Marketing Cloud customers in the early part of 2025.

5. About Amazon Ads

Amazon Ads aims to provide full-funnel advertising solutions tailored for businesses of all sizes. By leveraging first-party insights and extensive reach across premium content, Amazon Ads connects advertisers to relevant audiences while enabling direct measurement of campaign effectiveness across various stages of the marketing funnel. With a monthly ad-supported audience exceeding 275 million customers in the U.S., Amazon Ads is positioned to deliver sophisticated advertising solutions.

6. Conclusion

The introduction of the SQL generator marks a pivotal moment in the evolution of advertising technology, particularly in the realm of data-driven marketing strategies. As Amazon Ads continues to innovate and invest in AI capabilities, advertisers can look forward to enhanced efficiency and effectiveness in their campaigns, ultimately leading to improved brand growth and optimized media spend. For more updates, visit ads.amazon.com.

Original press release