San Francisco: Amazon Ads has announced the introduction of Amazon Ads Agent, the new name for its unified advertising platform, now powered by agentic AI. Amazon Ads had last year unified its demand-side platform and ads console into a single media buying experience, including a conversational AI assistant that enabled advertisers to create and optimise campaigns, define audiences and access insights through natural language. The company said the platform has since been expanded with AI capabilities across campaign creation, optimisation, creative and analytics, backed by shopping, browsing and streaming signals. Kelly MacLean VP “ Rapid advancements in AI are allowing us to deliver better advertising with improved performance across all channels and customer objectives,” said Kelly MacLean, Vice President, Engineering, Science, & Product, Amazon Ads . “ At the same time, we are making it as simple as possible for brands and agency partners of all sizes to create highly impactful campaigns and achieve their goals.