At CES 2025, Amazon Ads unveiled an innovative SQL generator for Amazon Marketing Cloud (AMC), marking a breakthrough in generative AI for advertisers. This tool enables advertisers to effortlessly create SQL queries using natural language, drastically reducing query development time from hours to minutes. With this new capability, advertisers can quickly build custom audiences, activate them in Amazon DSP and Ads Console, and execute campaigns across the entire marketing funnel.

Key Features of the SQL Generator

1. Natural Language Interface
   Advertisers simply describe their desired audience in plain language, such as:

   • “Create an audience of customers who have viewed our product pages, seen my STV ads, but haven’t purchased in the last 30 days.”
     The SQL generator then translates this into actionable SQL queries, eliminating the need for manual coding expertise.

2. Cross-Channel Audience Creation
   The SQL generator supports audience building for campaigns across streaming TV (STV), audio, and digital channels, enabling advertisers to deliver full-funnel advertising strategies from awareness to conversion.

3. Step-by-Step Query Guidance
   Alongside query generation, advertisers receive detailed steps and explanations, enhancing usability and confidence in deploying AI-generated queries.

4. Enhanced Use Case Exploration
   Advertisers can prompt the system with questions like:

   • “How can I create an audience of customers who heard our audio ads but haven’t made a purchase?”
     The tool provides customized code and instructions to streamline the process.

Benefits for Advertisers

• Increased Productivity: Reduces query development time, freeing up resources for strategic planning.
• Expanded Accessibility: Empowers advertisers with limited SQL knowledge to leverage AMC signals effectively.
• Enhanced Campaign Innovation: Unlocks novel audience insights and segments to optimize media spend and drive growth.

Industry Perspectives

Paula Despins, VP of Ads Measurement at Amazon Ads, stated:
"The SQL generator brings the power of generative AI to help advertisers unlock value from their data and shopping signals, enabling them to execute truly full-funnel advertising strategies."

Robert Avellino, VP of Innovation and Growth at Tinuiti, commented:
"This tool allows our teams to turn complex ideas into actionable insights, expanding innovation and delivering more sophisticated strategies for our clients."

Broader AI Integration in Amazon Ads

The SQL generator builds on Amazon Ads' robust AI ecosystem, which includes:

• Creative Generators: Tools for image, video, and audio ad creation.
• Campaign Optimization: AI-driven relevancy models in Amazon DSP to maximize ad performance.

Availability

The SQL generator will be available to all AMC customers in early 2025, empowering advertisers to explore a new era of precision and efficiency in audience targeting and campaign execution.