In May of this year, the e-commerce team at Conair Corporation conducted an A/B test on Amazon's newly launched AI tool, Creative Agent. This tool can generate advertising campaigns end-to-end. The 15-second video produced during the test was used to promote the Cuisinart brand's food processor. Results showed that compared to traditional brand-produced videos, this AI video performed better in engaging e-commerce shoppers: product detail page views increased by 18%, and cost per detail page view decreased by 14%. Justin Swenson, Senior Vice President of E-commerce at Conair, disclosed these figures.

Swenson stated that the test video ultimately required human intervention to meet Cuisinart brand standards. However, the AI tool still completed the video in about four weeks—significantly shorter than the traditional production timeline of three to six months. Given the continued growth in video content engagement, this speed could become an important competitive advantage.

"We are moving faster in this area than some of our peers," Swenson said. "I think this test likely positioned us favorably within this category."

The case for scaling

Conair is one of a growing number of companies using AI tools to create digital advertising videos. While this trend shortens production time, it has also faced criticism, resistance, and even public mockery from companies such as Blue Diamond's Almond Breeze.

Swenson explained that the Cuisinart test was executed by an agency called Global Overview, with a testing period of 30 days between April and May, aimed at alleviating the company's backlog of advertising video production.

The test results showed that "there is indeed very compelling value here," Swenson said. "Now it's up to us to think about how to leverage and scale this technology."

The advertisement itself was quite straightforward. "What if you need to host a dinner party at the last minute?" the ad's narrator asked, as a smiling AI-generated family collaborated in the kitchen, chopping carrots and placing them into a food processor.

The narrator continued to introduce this 14-cup capacity food processor, stating it can handle everything "from pesto to pie crust," as visuals showed various ingredients being blended in the machine with upbeat background music. The words "Easy, Peasy, Lemon, Squeezy" appeared sequentially on screen, followed by a product shot informing consumers that the product is from Cuisinart and available for purchase on Amazon.

Testing an AI tool that fits brand needs

Swenson said Conair's e-commerce team decided to run the test after seeing a demonstration of the AI tool at Amazon Ads' unBoxed conference in Nashville, Tennessee, last November.

The team wanted to "bring our brands and products to life on Amazon" in ways the brands themselves might not be able to achieve. At the same time, the team faced bottlenecks in producing premium digital creative assets—a video could take months to complete once it entered the production schedule.

Conair chose the Cuisinart food processor as the test subject because it is a core product and lacked a video that could dynamically showcase its functionality and convey key selling points.

During the test, Conair's e-commerce team provided detailed creative briefs to Global Overview. As an early adopter of Creative Agent, the agency used the briefs to generate multiple prompts for Amazon's AI creative agent and was responsible for developing the video assets throughout the testing process.

Swenson said that ultimately, Creative Agent completed 80% of the food processor video creative, and at a much faster pace than marketers could have done on their own. The remaining 20% was handled by Global Overview, which made manual corrections to the AI-generated video—fixing elements that were not executed properly, such as adding logos and adjusting colors to align with brand guidelines.

Next steps for broader adoption

Kelsey Smithuysen, Director of Amazon Advertising at Conair, noted that in recent years Conair has seen a significant increase in engagement with video content overall, while more competitors have entered the video space—which has elevated the importance of AI tools in the production process.

Smithuysen said Amazon's AI technology is not only faster but also produces content that connects more closely with e-commerce shoppers—the video focuses on showcasing the ease of use of the Cuisinart food processor, emphasizing that it is not designed solely for chefs or professional cooks.

Swenson believes Creative Agent's ability to show the Cuisinart product working in real-life scenarios likely contributed to the video's performance.

Given the success of the test, Swenson added that Cuisinart plans to accelerate its use of Creative Agent AI technology. What remains now is to clarify the workflows and prioritization around its usage.

Swenson said Cuisinart did not encounter any resistance from internal marketing organizations during the test, because the teams worked closely together to ensure the output maintained the brand's tone, voice, and visual identity.

Smithuysen noted that for now, given the current state of the technology—where AI can sometimes alter brand logos, numbers, or letters—humans still need to guide the video creation process.