Credit: Igor Omilaev via Unsplash
Almost three quarters of Australian small and medium-sized businesses (SMBs) are already using or testing AI in advertising, according to research from Amazon Ads, but nearly half feel overwhelmed by the range of tools available.
The study, which surveyed SMB marketing leaders, found that 72% are using or trialling AI tools in their advertising, while 87% believe AI will support future growth by freeing up time for higher-value work.
Respondents estimated they could save around 7.3 hours a week, about 45 working days a year, by automating advertising tasks.
Many said this time would be reinvested into sales, skills development or expanding into new channels.
The data also points to cost savings, with SMBs expecting a 27% cut in advertising spend in the next 12 months through AI-driven efficiencies.
These include reduced time on data analysis (39%), improved campaign reporting (28%) and media planning (31%).
However, confidence in using AI isn’t universal. Almost half (45%) said they felt overwhelmed by the number of tools, and half admitted they were excited about the technology but unsure where to start. Another 44% said they felt like they were "faking it" when using AI.
Despite these gaps, most want to keep humans involved in final decision-making.
Key areas include final creative approval (38%), budget allocation (32%) and understanding cultural nuance (31%).
Willie Pang, General Manager Australia at Amazon Ads, said the goal was to simplify the process.
“For SMBs, time is a precious resource, every hour saved is time that can be spent growing the business or serving customers better,” Pang said.
“That's why we've built AI capabilities into familiar tools to make the process simple and effective.
“Our AI-powered tools such as Image Generator and Video Builder help businesses easily produce standout ads, letting them get back to what they do best: building their business.”
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