At CES, Amazon introduced an AI-powered SQL generator for Amazon Marketing Cloud (AMC) that transforms natural language inputs into SQL queries, launching in early 2025.
Core functionality and benefits: The new SQL generator leverages generative AI to simplify the process of developing advertising insights and building custom audiences within AMC.
- Advertisers can describe their desired audience parameters using plain language, receiving both the SQL query and an explanation of how it was constructed
- The tool significantly reduces query development time from hours to minutes
- Generated queries can be used to create custom audiences for campaigns across Amazon’s advertising channels, including streaming TV, audio, and digital platforms
Technical implementation: The system serves as an interface between natural language processing and database querying, making data analysis more accessible to marketing teams.
- Users can ask questions and receive guidance on audience creation strategies
- Beta testing has demonstrated substantial time savings for technical teams
- The tool maintains the robust capabilities of SQL while removing the need for deep technical expertise
Strategic context: This development represents a significant advancement in Amazon’s advertising technology stack.
- Paula Despins, VP of Ads Measurement at Amazon, emphasizes the tool’s ability to unlock value from shopping and streaming signals for comprehensive advertising strategies
- The SQL generator is part of Amazon’s broader AI integration across its advertising services
- The feature complements existing AI capabilities in creative generation and campaign optimization
Market implications: The introduction of AI-powered SQL generation could reshape how advertisers interact with Amazon’s advertising ecosystem.
- The tool democratizes access to complex data analysis, potentially expanding AMC’s user base
- Technical teams can focus on more strategic tasks rather than routine query writing
- The capability strengthens Amazon’s position in the competitive digital advertising landscape
Looking ahead: While the SQL generator promises to streamline advertising operations, its success will likely depend on the accuracy of its query generation and the ability to handle complex marketing scenarios when it launches in early 2025.
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