GeekWire When AI becomes the creative director: Amazon VP Jay Richman on the future of media and ads
13 snips
Sep 20, 2025 Jay Richman, Amazon's VP of Product and Technology, shares insights on the revolutionary impact of AI in media and advertising. He discusses his journey from early mobile apps to leading AI tools that simplify ad creation for brands. Richman highlights the capabilities of Amazon’s new agentic AI, designed to personalize content and enhance relevance without overwhelming users. He also touches on lessons learned from his time at Spotify, including how tailored creatives can significantly boost sales.
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Using AI To Rehearse A Keynote
- Jay Richman used Amazon's creative agent to read his keynote script in the style of Steve Jobs.
- He listened to the generated audio on a flight to rehearse emphasis and pacing.
Timing Is The Core Innovator's Dilemma
- Timing matters when adopting new media because being too early can destroy an existing business model.
- Being too late risks missing the next wave even when you can see it coming.
Ads Span Many Amazon Surfaces
- Amazon serves many ad formats across diverse surfaces like Prime Video, Alexa, and Whole Foods screens.
- Creative must adapt to each surface to reach 300 million US users effectively.