The news: Amazon Ads announced a rebranded platform identity and new campaign types at unBoxed 2026 as it shifts toward agentic advertising.

• Amazon Ads now offers three new campaign types: Sponsored Ads, Full-Funnel Campaigns, and Display, Video, and Audio (DVA+), now under the platform name “Amazon Ads Agent.”
• Amazon Ads Agent is replacing the experience of Amazon DSP and Ads Console, offering a platform that includes conversational chat where advertisers can ask questions in natural language.
• Full-Funnel is available in open beta, with current results showing 67% higher long term ROAS and a 29% lower new to brand acquisition cost, per Amazon.
• Campaigns can run across Amazon properties, including mobile and search, as well as third-party sites selected by Amazon’s AI.
• New tools allow marketers to provide budget, creative, and product, while AI handles campaign planning and execution. Marketers can also use Amazon’s campaign tools to generate video and image ads.

The trend: Agentic AI is moving from pilot and evaluation phases into full integration, including the automation of advertising workflows.

• 43% of US marketers have already integrated agentic AI into workflows, while another 49% are piloting agentic AI, per May data from Epsilon Pulse.
• 52% are using agentic for tasks like content drafting and copywriting. Adoption is strong in marketing agencies, where 50% use agentic AI for campaign execution, according to Forrester and 4As.

Recommendations for marketers: As companies like Amazon give AI greater control over campaign planning and execution, marketers should establish strong guardrails for how agentic tools are measured and scaled.

• Test new agentic capabilities with human oversight. Amazon’s latest tools could simplify campaigns from ideation to execution, but performance must be validated against independent measurement before marketers scale their use.
• Operationalize strong governance. Fewer than 1% of organizations globally have fully operationalized responsible AI, per the World Economic Forum, exposing a major gap. Those that operationalize early are better positioned to manage AI risk and scale agentic tools more sustainability.
• Shift from asset-level review to system-level guardrails. As AI takes on more responsibility for planning and executing campaigns, vetted templates, constraints, and controls will become essential for maintaining oversight at scale.

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