Amazon has rebuilt its advertising platform around agentic AI, launching Amazon Ads Agent as a unified hub for campaign creation, optimisation and measurement. The platform brings together sponsored ads, display, video and audio, while allowing advertisers to build and manage campaigns through natural-language conversations. New AI-driven campaign tools will also automate media planning, execution and optimisation across the funnel.

The launch displays a wider shift from AI-powered recommendations towards systems that actively manage advertising activity. As execution becomes more automated, marketers will need to focus on strategy, measurement and creative direction. For brands, competitive advantage may increasingly depend on the quality of the data, objectives and ideas used to guide these systems.