Amazon Ads has outlined the trends it believes will shape the advertising industry during the next 12 months. From the application of generative AI at scale and an evolving streaming TV landscape, to the expected deprecation of third-party cookies, 2024 is set to be a defining year of change for advertisers.

As part of its predictions, Amazon Ads says Generative AI will redefine creative development.

“In 2024, generative AI become a creative tool that advertisers will utilize on a daily basis. Research from Gartner[1] supports this, with 63% of marketing leaders planning to invest in generative AI solutions within the next two years,” the report said.

Furthermore, Amazon Ads has said that brands of all sizes will embrace Streaming TV. “2024 will be the year that streaming TV becomes a standard tool in the toolkits of small and medium-sized businesses (SMBs). We believe that with a growing number of Streaming TV (STV) providers launching self-service advertising options, as well as new ad tech tools helping with creative development, SMBs will start using streaming TV advertising at scale to help drive their business objectives.” 

Advanced machine learning models will give relevance a boost, the predictions noted.