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The advertising industry is experiencing an exciting transformation thanks to generative AI (GenAI) tools that are revolutionizing campaign creation, digital ad generation, and marketing asset localization. While these innovations present incredible opportunities to streamline workflows and boost creativity, many organizations are navigating questions about which tools to implement, how to effectively integrate them into existing processes, and where to begin their Artificial Intelligence (AI) journey. The traditional process of developing display and video advertising assets, which typically requires weeks or months to produce multiple variations for different formats, placements, and sizes, can now be dramatically accelerated – but organizations need clear strategies to harness these new capabilities. This delay in asset creation slows down campaign launches and reduces market responsiveness.
Generative AI has emerged as a transformative solution augmenting existing human-driven processes, allowing for accelerated production at scale as well as the ability for understanding foundation models (FMs) to learn from large amounts of existing multimodal unstructured data (videos, images, brand books, previous campaign metrics and results) to then incorporate those learnings in new content generation requests.
In this blog post, we will explore the Amazon Nova family of understanding and content generation models, how the models are transforming content creation within Advertising and Marketing, Amazon Nova use-cases, as well as additional resources to get started.
AWS announced Amazon Nova at re:Invent 2024 introducing a new generation of state-of-the-art foundation models (FMs) that deliver advanced and industry-leading price-performance, available exclusively within Amazon Bedrock. The Nova family includes four understanding models (Nova Micro, Nova Lite, Nova Pro, and Amazon Nova Premier) and two creative content generation models (Amazon Nova Canvas and Amazon Nova Reel). Amazon Nova helps agencies, brands, media companies, and advertising and marketing technology organizations create high impact, on brand content at unprecedented speed and scale.
Amazon Nova Micro is a new text-only model that delivers the lowest latency responses within the Nova family of models at a very low cost. Amazon Nova Lite is a new low-cost multimodal model capable of processing image, video, and text inputs to generate text output. Amazon Nova Pro is a new highly capable multimodal model with the best combination of accuracy, speed, and cost for a wide variety of tasks. The Amazon Nova family offers three powerful content generation models, each optimized for different needs. Nova Premier excels at generating complex, multimodal content by processing text, images, and videos with deep contextual understanding. Its 1M token capacity enables sophisticated content creation across multiple formats and extended narratives. Nova Pro and Nova Lite provide targeted content generation capabilities, with Pro offering enhanced capabilities for mid-complexity tasks and Lite optimized for straightforward content creation. All three models seamlessly integrate content generation across 200+ languages, featuring built-in connectors that make it simple to generate content using your existing systems and data sources. This flexibility allows teams to generate everything from social media posts to full marketing campaigns while maintaining brand consistency. Amazon Nova Micro, Amazon Nova Lite, and Amazon Nova Pro are at least 75 percent less expensive than the best performing models in their respective intelligence classes in Amazon Bedrock and are also the fastest models in their respective intelligence classes in Amazon Bedrock. The models also support fine-tuning, allowing advertising and marketing agencies to point the models to examples of their own data (including text, images, and videos) allowing for enhanced brand alignment, improved performance efficiency, and industry-specific expertise.
Amazon Nova Canvas is a new state-of-the-art image generation model that creates professional grade images from text or images provided in prompts. Nova Canvas also provides features that make it easy to edit images using text inputs and provides controls for adjusting color scheme and layout. Nova Canvas allows users to rapidly produce dozens of variations for every marketing material, ad format, placement, and size —reducing time to market from weeks to hours, delivering speed and scalability. The model also comes with built-in controls to support safe and responsible AI use. These include features like watermarking, which allows the source of an image to always be traced, and content moderation, which limits the generation of potentially harmful content. Amazon Nova Canvas performs better than image generators such as OpenAI DALL-E 3 and Stable Diffusion in side-by-side human evaluations conducted by a third party, and on key automated metrics.
Amazon Nova Reel is a new state-of-the-art video generation model that allows brands and agencies to easily create high-quality video from text and images, complete with natural language prompts to control visual style and pacing, including camera motion, rotation, and zooming. Nova Reel speeds up storyboarding, previsualization (previs), advertisements, trailers, or highlight reels, increasing time-to-market by accelerating overall video output and localization. Nova Reel outperforms comparable models in quality and consistency, according to side-by-side human evaluations conducted by a third party that preferred Amazon Nova Reel-generated videos over those generated by Runway’s Gen-3 Alpha. Like Amazon Nova Canvas, Amazon Nova Reel comes with built-in controls to support safe and responsible AI use, including watermarking and content moderation. Amazon Nova Reel 1.1 was also recently unveiled, upgrading video generation with better quality and reduced latency, now supporting both single-prompt and custom-prompt 2-minute videos composed of consistent-style 6-second shots through Amazon Bedrock.
Amazon Nova models revolutionize content generation, starting with powerful image creation capabilities. Nova Canvas excels at generating entirely new images and creating variations of existing ones, dramatically reducing production time and costs. It offers fine-tuning through Amazon Bedrock, allowing teams to train the model on proprietary data for customized image generation that precisely matches their brand style and characteristics. Organizations can then test and deploy these fine-tuned models using provisioned throughput for reliable performance at scale. Nova Reel extends these capabilities to video, enabling rapid creation of new video content and variations of existing footage. The Amazon Nova family of understanding models (Nova Micro, Nova Lite, Nova Pro, and Nova Premier) as well as the content generation models (Nova Canvas and Nova Reel) are all generally available.
Advertising agency creative departments want to utilize generative AI to enhance and accelerate the creative process. They need models that help them rapidly develop high-quality advertising campaign briefs, concepts, and creative assets leveraging both natural language inputs as well as different types of files including images, video, audio, structured data, and results and insights from previous campaigns. This is hard to accomplish because existing models are limited in terms of the flexibility (fine-tuning and customization) and quality (photorealistic outputs) that they deliver. Video generation is in its early days and customers are still seeking viable options that can be used for creative production needs. These use cases are also sensitive to copyright violation risk and safety considerations for generated content.
With Amazon Nova Pro, agency creative departments can rapidly retrieve insights from a company’s brand book, products descriptions, previous advertising campaigns, and existing marketing materials to generate campaign brief development in minutes instead of weeks. Its multimodal capabilities, which combine text, images, and video inputs to text output, help teams create better brand campaigns faster using AI-driven analysis to process various types of inputs such as past creative, videos, images, keywords, campaign results, and brand attributes. The personalized content creation process is more secure and customized, bringing advertising and campaigns closer to the clients.
Amazon Nova Pro, Amazon Nova Canvas, and Amazon Nova Reel empower creative teams to focus on strategy while automating content creation. Nova Pro streamlines workflows, Nova Canvas enables brand-specific image generation through Bedrock fine-tuning, and Nova Reel 1.1 produces high-quality 2-minute videos with flexible prompt controls – delivering precise, on-brand content at scale.
Creative departments can now leverage generative to accelerate their processes, though finding AI models that effectively handle multiple input types while meeting quality standards remains challenging. Amazon Bedrock addresses this by offering a broad selection of foundation models for multimodal reasoning and content generation, helping agencies enhance creativity and reduce manual tasks. Through Amazon Q or managed agents in Bedrock, agencies can automate complex workflows by integrating various data sources – from brand books to campaign results – enabling AI assistants to develop comprehensive campaign briefs in minutes rather than weeks.
Creating display and video ad campaigns traditionally requires extensive and expensive resources, with companies needing to produce dozens of assets across various formats, placements, and sizes – a process that typically takes weeks and delays market entry. While advertising platforms and media publishers seek generative AI solutions to accelerate this process, finding models that can consistently produce high-fidelity, customizable content while offering optimal price-performance has been challenging. Amazon Nova’s creative content generation models address this challenge by enabling rapid generation of high-quality copy, images, and videos using natural language prompts. This transformation reduces campaign activation time from months to hours while maintaining brand consistency and improving conversion rates, offering publishers and media companies a cost-effective solution for delivering engaging advertising content efficiently.
Using Amazon Nova Canvas and Reel, publishers and advertising technology companies like Amazon Ads can enable their advertising customers to create high-quality images and videos for their display and video campaigns, reducing time-to-activation from weeks to hours, and allowing them to achieve the best price-performance for these workloads. With Amazon Nova Reel, advertisers can use text and natural language inputs to produce high-quality short-form videos, with state-of-the-art visual and temporal consistency. With Amazon Nova Canvas, advertisers can generate highly accurate images leveraging their brand style, product imagery, and natural language inputs. Nova Reel and Nova Canvas help customers activate effective campaigns faster and increase scalability, resulting in increased advertiser satisfaction, lower costs, and faster business growth. Nova Canvas supports fine-tuning in Amazon Bedrock, allowing users to train models on proprietary data to generate brand-matched images with reliable deployment performance. Nova Reel 1.1 now delivers faster, higher-quality 2-minute videos composed of consistent-style 6-second shots, with both single and custom prompt controls through Amazon Bedrock.
Marketing and media technology companies are leveraging generative AI to revolutionize content creation, but face challenges in producing high-quality, culturally relevant content at scale. AWS addresses this through Amazon Bedrock’s comprehensive generative AI capabilities, integrating powerful models like Nova Canvas, Nova Reel, Stability AI, and Luma AI. Combined with agentic AI through Amazon Q and managed agents, teams can now automate and streamline the creation of diverse marketing assets – from copy to videos – while ensuring cultural relevance, brand safety, and proper localization. This integrated approach transforms traditional resource-intensive processes, enabling companies to simultaneously handle multiple campaign components and achieve higher productivity while maintaining quality and brand consistency across global markets.
Using Nova Pro, Nova Canvas, and Nova Reel, media companies like Hearst, Mar-Tech companies such as Shutterstock and 123RF, and their customers, can leverage Amazon Nova’s multi-modal input and content creation models for high-fidelity asset creation and localization. They can more easily and effectively create and localize media and marketing assets at scale, including copy, images, and videos, with superior language reasoning, translation into over 200 languages, and high-quality global scene and image modifications. Amazon Nova Reel and Canvas enable global-scale marketing content creation with local relevance. Nova Canvas supports fine-tuning in Amazon Bedrock on proprietary data for brand-matched images, while Nova Reel 1.1 generates high-quality 2-minute videos with flexible prompt controls, allowing companies to create customized, culturally-relevant marketing materials worldwide.
Agentic AI is reshaping advertising and marketing through intelligent automation, empowering teams to work smarter and scale efficiently. AI agents are transforming three critical areas of marketing and advertising. First, they streamline creative campaign development by analyzing vast data sets to generate comprehensive briefs in minutes instead of weeks. Second, they revolutionize media planning by automating campaign execution, providing real-time insights, and optimizing channel performance through advanced attribution modeling. Finally, AI agents enable sophisticated audience segmentation by processing real-time customer data to deliver personalized content that adapts to evolving preferences. This AI-driven approach converts traditionally lengthy, manual processes into efficient, data-informed strategies that scale effectively.
Amazon Nova Micro, Lite, and Pro are available in US East (N. Virginia), Asia-Pacific (Tokyo), and AWS GovCloud (US-West). Amazon Nova Canvas and Reel are both available in US East (N. Virginia), Europe (Ireland), Asia Pacific (Tokyo), and AWS GovCloud (US-West). Amazon Nova Premier is available in US East (N. Virginia) with support for additional regions coming soon. For pricing information, please see Amazon Bedrock pricing. In addition, AWS offers uncapped intellectual property (IP) indemnity coverage for outputs of generally available Amazon Nova models, reducing copyright and IP violation risk for customers. For more information, see AWS AI Service Cards for Amazon Nova Micro, Lite, Pro and Premier, Amazon Nova Canvas and Amazon Nova Reel.
Generative AI has emerged as a transformative force in content generation, driving significant improvements in productivity, time-to-market, and innovation acceleration. Advertising agencies and large brands with in-house creative teams can leverage GenAI to streamline campaign and content creation, enhance the briefing process, augment creativity, and maximize team productivity. AWS generative AI and machine learning (ML) services help organizations reimagine creativity and accelerate innovation so they can generate and test large volumes of creative variations much more quickly and comprehensively. This approach transforms advertising campaign development from inception to completion, providing a more efficient and dynamic creative process.
Begin your creative journey now – explore Amazon Nova through Nova.Amazon.com, Amazon Bedrock Chat and Text Playgrounds, or API integration.
Amazon Ads, Amazon’s advertising platform providing advertising tools and services to brands and advertisers, launched new AI-powered creative tools for generating images, videos, and audio content, making it easier for brands of all sizes to produce high-quality advertising materials. Amazon Ads uses Amazon Nova Canvas to generate high-quality ad creatives, and Amazon Nova Reel for video ad production and creation of varied ad formats across different placements.
Dentsu Digital Inc., a digital marketing company, is integrating Amazon Nova Reel into its creative process, enabling its team to improve and accelerate the development of its campaigns – from briefing, to concept development, to creative video content generation. Amazon Nova Reel reduces the overall time it takes to generate new assets from weeks to days.
Shutterstock is a leading creative platform offering full-service solutions, high-quality content, and tools for transformative brands, digital media, and marketing businesses. Based on the high image quality outputs of Amazon Nova Canvas, the team at Shutterstock is excited to include the model in the Shutterstock AI Image Generator, giving users an intuitive, easy-to-use offering.
Musixmatch is the world’s largest lyrics platform with over 80 million users and a database of more than 11 million unique lyrics. Musixmatch is including Amazon Nova Reel in Musixmatch Pro, which helps creators distribute lyrics across all the major digital streaming services and social networks. Emerging artists can use Amazon Nova Reel to produce high-quality music videos using their songs’ context as inputs, and customize them with natural language prompts.
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Shivam Patel is a Sr. Solutions Architect at AWS helping enterprises architect and implement cloud-native solutions. His core areas of focus are Migration & Modernization, Generative AI, and Cloud Operations/Cloud Governance. Outside of work, Shivam, is an avid food connoisseur, New York Yankees & New York Knicks fanatic, and globetrotter.
Satish is a Senior Technical Account Manager at AWS. He is passionate about customer success and technology. He loves working backwards by quickly understanding strategic customer objectives, aligning them to software capabilities and effectively driving customer success.
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