Building the research foundation for GenAI advertising
Building a research function from the ground up to guide product decisions across Amazon Ads’ emerging GenAI creative ecosystem.
The products were evolving quickly.The research foundation had to evolve with them.
As Amazon Ads expanded its GenAI creative products, teams were navigating a space where product capabilities, advertiser expectations, and ways of working were still emerging.
As the first researcher dedicated to GenAI Creative, my challenge went beyond answering individual research questions: how do you build the research foundation for an ecosystem of AI products while the space itself is still taking shape?
From individual studies to a research function
I established the research programs, methodologies, and processes supporting 8+ GenAI creative Ads products, creating a foundation for teams to understand advertisers and bring customer evidence into product decisions.
The work helped research move from a project-by-project activity toward a more connected approach across the GenAI Creative portfolio.
Feature feedback → Product direction
Research moved upstream—identifying opportunities, prioritizing product gaps, and challenging assumptions before solutions were defined.
Impact
- 8+ productsBuilt the research foundation across the GenAI Creative portfolio.
- Product strategyRedirected significant investment decisions and contributed to increased advertiser spend.
- Design influenceShaped an internal AI prototyping tool and helped prioritize capabilities for designers.
The work wasn’t about bringing research into one AI product.It was about building the research foundation for an emerging product ecosystem.