Amazon has announced the expansion of Ads Agent in Spain, its technology designed to simplify the management and tracking of advertising campaigns. This tool, previously only available on Amazon Marketing Cloud (AMC), its campaign analytics platform, is now integrated into Amazon DSP, allowing users to "reduce manual work hours and offering functionalities to configure complete campaigns with a single AI-powered conversation." Creating and managing campaigns on Amazon, now easier A few days ago, we discussed Google's latest innovations in advertising tools. These included a revamped Asset Studio, its AI-powered creative hub, which will allow users to generate all types of ad assets (text, image, video) that are attractive and aligned with the brand simply by inserting a description in natural language. The philosophy behind this move: to enable (almost) any user to create, manage, and analyze advertising campaigns without requiring extensive expertise. Now, Amazon is following these same principles through Ads Agent. In its presentation, the company emphasized both the indications of this tool and the benefits it will bring to brands:

“Translating a media plan into an active DSP campaign has long been one of the most laborious tasks in digital advertising. Manually entering budgets, dates, or targeting parameters can take hours per project, especially if ad groups need to be added one by one. Ads Agent combines agentic AI with Amazon’s own insights to execute complex advertising tasks throughout the entire campaign lifecycle. Accessible through a conversational interface in Spanish, the tool helps advertisers move from intent to action by defining objectives expressed in natural language and translating them into concrete steps within Amazon DSP. The result is a guided, conversational experience that replaces hours of manual setup with a more agile, error-free workflow.” Ads Agent combines agentic AI with Amazon’s own insights to execute complex advertising tasks throughout the entire campaign lifecycle. How Amazon Ads Agent Works Through its interface, the tool acts as an expert assistant, executing advertiser commands in three key areas for Amazon DSP users. Amazon DSP is the programmatic buying platform that allows brands and agencies to automate the acquisition of display, video, and audio ad space in real time. From Media Plan to Campaign in Minutes One of the great advantages of Ads Agent is that it automates the initial (and most tedious) part of a campaign: manually entering budgets, dates, frequency caps, and targeting structures. This way, advertisers only need to upload a spreadsheet with their media plan or select a plan from Ads Planner. AI reads the document, interprets the objectives, and automatically generates the campaign structure and ad groups. In any case, the user maintains complete control: they can review, edit, and approve everything before it goes live. Real-time optimization through text conversation According to Amazon, continuous campaign optimization used to take between 30 and 45 minutes for each minor change (such as exporting spreadsheets or editing line items one by one). With Ads Agent, it promises to reduce this process to less than five minutes. The advertiser simply types a natural language instruction, such as: “Pause all line items with a ROAS below x2.” Smart targeting with a single click By analyzing campaign settings and objectives, Ads Agent proactively suggests the most relevant audience segments and keywords, also offering real-time reach forecast updates as the advertiser customizes the options. Amazon estimates a savings of approximately 30 minutes in this step thanks to automation. More efficient and cost-effective campaigns To support the launch in Spain, Amazon has shared the impressive figures collected in the United States, where the tool was already operational. In this regard, 65% of advertisers who followed Ads Agent's recommendations improved their ad delivery rate. Furthermore, the company reports that the average cost per mille (CPM) decreased by 18%, while the cost per acquisition (CPA) fell by approximately 16%. With this move, Amazon positions itself alongside Google in the race to redefine digital marketing, simplifying the management of the world's most complex advertising infrastructure through a simple conversation.