AdExchanger AI That's Generative, Not Generic
Dec 16, 2025
Jay Richman, VP of Product and Technology at Amazon, discusses how AI can revolutionize advertising without becoming bland. He explains the creative transformation at Amazon, emphasizing the importance of human oversight in generative media. Richman highlights the growing adoption of AI in both small and large brands and addresses the backlash seen with AI-generated campaigns like Coca-Cola's. He also shares insights on how AI can democratize TV advertising, enabling smaller brands to create high-quality, personalized ads.
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Generative Media Collapses Creative Steps
- Generative media collapses creative stages into a single iterative workflow driven by prompts and models.
- Ads are a natural first commercial use because producing a 15-second spot requires far less overhead than a full film.
Early AI Ads Echo CGI Growing Pains
- Jay compared early AI backlash around Coca-Cola's holiday ads to initial CGI skepticism that later matured.
- He notes early generative defects like odd hands or extra pumpkins are improving rapidly with iteration.
Run Toward The Disruption
- Run toward the disruption and experiment hands-on to learn the medium quickly.
- Sitting on the sidelines risks falling behind competitors who adopt AI earlier.