AI is definitely helping Amazon brands and businesses go faster, but there’s still value in a human touch…
New research from Amazon Ads shows that nearly 70% of UK SMEs are already testing or using AI tools in their advertising – and 87% believe it’ll be a key support factor in their growth over the next few years.
And clearly, there’s good reason to think like this because those that are using AI are enjoying:
- Less time spent on manual tasks like reporting and creative.
- Faster campaign delivery with auto-generated visuals and copy.
- Improved performance predictions using first-party data.
In fact, Amazon estimates that AI could give SME marketers back 5.5 hours a week – that’s around 30 working days a year, a massive return of valuable time.
But it’s not just plug and play
It sounds super-exciting but you guessed it, the reality is a bit more complex.
The research also found that:
- 35% of respondents said they feel overwhelmed by the number of tools available.
- 43% were “excited”, but didn’t know where to start; and
- 30% admitted to feeling like they were “faking it” when using AI tools.
Crucially, when it comes to final decisions, trust still sits with humans – and in our opinion, that’s exactly how it should be! AI just can’t fully handle things like creative approval, budget allocation and cultural nuance.
So what can we take from this research?
If you’re already running Amazon Ads, or starting to scale them, here are the practicalities to take from this information:
Review your current processes
Which parts of your ad workflow are eating up the most time? Can AI help you by streamlining the likes of reporting, testing or creative builds?
Test, don’t just adopt
AI tools everywhere are getting stronger fast, but there are always limitations that call for human input. Never just implement and run with it – always start small, test everything and make sure you’ve got the results you want in the bag before you roll out to a wider audience.
Stay close to your data
AI can help interpret the numbers, but it’s on you to say what matters. If you’re chasing lower ACoS but losing organic visibility? That’s for you to flag.
Maintain strategic oversight
Let AI do the heavy lifting on execution, but stay hands-on with things like budget allocation, creative angles and brand positioning – these still need human experience.
Build internal knowledge
If your team is saying they “feel like they’re faking it”, it’s time to make sure they know how to use AI properly – before you lose your competitive edge to those picking up these tools in a smart way. Invest in training or work with specialists if you need to, because it’s important.
If your team is “faking it,” that’s a flag. Invest in training or work with a specialist — because knowing how to use AI well is now a competitive advantage.
The Bottom Line
AI is absolutely unlocking more performance with less legwork – but it’s no silver bullet.
Knowing when to trust automation and when you – or the experts – should step in is just as crucial as it’s always been.
And if you’re looking for that specialist help? Our award-winning Paid Ads team is here, ready and waiting to help you blend machine efficiency with sharp commercial strategy. To learn more, get in touch today