Amazon Unveils AI Agent to Revolutionize Marketing Cloud Analytics and Campaign Management

Amazon Ads has introduced Ads Agent, a powerful artificial intelligence tool designed to streamline marketing operations. Announced at the annual unBoxed conference on November 11, 2025, this AI agent promises to automate complex tasks within Amazon Marketing Cloud (AMC) and Amazon DSP, significantly reducing the time and technical expertise required for campaign management and data analysis.

Key Takeaways

• Natural Language Querying: Generate complex SQL queries for AMC analytics using simple conversational prompts.

• Automated Campaign Management: Automate campaign creation, targeting recommendations, and optimization within Amazon DSP.

• Efficiency Boost: Reduce the time spent on data analysis and campaign setup from hours to minutes.

• Democratized Access: Lower technical barriers, making advanced analytics and campaign management accessible to a wider range of marketers.

Enhanced Analytics with Natural Language

Amazon Marketing Cloud, a privacy-safe clean room solution, now features a new Ads Agent skill that allows users to generate analytics SQL queries through natural language. This capability, built on Amazon Bedrock, transforms business questions into executable database queries, eliminating the need for specialized SQL knowledge. Previously, creating complex queries required hours of manual coding and a deep understanding of AMC's data schema. Ads Agent drastically cuts this time, enabling analysts to focus on interpreting performance drivers rather than writing code. The system integrates natively with AMC, understanding its datasets, syntax, and privacy rules, offering a distinct advantage over external SQL generation tools.

Streamlined Campaign Management

Beyond analytics, Ads Agent also enhances campaign management for Amazon DSP. Advertisers can now upload custom media plans and have the AI automatically create campaign structures. The agent can also analyze thousands of audience segments to provide intelligent targeting recommendations, which advertisers can then review and refine. For instance, users can instruct Ads Agent to "pause all campaigns with return on ad spend less than 2" using simple commands. This automation helps manage campaigns at scale, freeing up marketers' time for strategic planning.

Accessibility and Integration

The Ads Agent is designed for seamless integration within existing Amazon Ads interfaces, meaning no separate platform access is required. The analytics capabilities are available to all users with AMC access globally, spanning North America, South America, Europe, the Middle East, and Asia Pacific. Campaign creation and optimization features are available to U.S. users of Multimedia Solutions with Amazon DSP. Amazon emphasizes that all automated recommendations require advertiser review and approval before execution, ensuring human oversight remains central to decision-making.

Industry Context and Future Implications

The launch of Ads Agent aligns with a broader industry trend towards agentic artificial intelligence in marketing technology. With significant investment flowing into this area, Amazon's move positions them at the forefront of AI-driven advertising solutions. While the technology promises increased efficiency and accessibility, it also raises discussions about balancing automation with analytical transparency. The human-in-the-loop approach, however, ensures that advertisers maintain control over their strategies, leveraging AI as a powerful assistant rather than a complete replacement for human expertise.

Sources

• Amazon adds AI agent for Marketing Cloud analytics queries, PPC Land.

• Amazon launches AI agent for automated campaign management, PPC Land.