Amazon Ads built a generative AI video tool that WD-40 Company used to launch its Specialist Professional Degreaser on Amazon’s marketplace in France in January, immediately after the holidays. The San Diego, California brand partnered with Bizon, a France-based ad agency, to deploy the tool, aiming to break through a "hyper-concentrated" French marketplace with well-established players. The campaign combined AI-generated videos with a targeted Sponsored Brands video and Amazon DSP strategy. According to Amazon Ads data, the campaign supported more than 50% increase in average daily sales after launching the video activation, daily unit volume tripled, and the 88% new-to-brand acquisition rate demonstrated that the AI creative brought new consumers to the brand. The campaign also produced a 45% higher click-through rate (CTR) than category benchmarks, with video completion rates reaching nearly 90%. Nikhil Nanivadekar, principal engineer of generative AI at Amazon Ads, said the AI tool lowered the cost to create assets at a much faster rate, taking minutes to create a typical ad video that usually takes up to a few weeks. He did not provide details on cost, as costs are accrued by Amazon Ads. WD-40 Specialist Line launched in 2011 to target trade professionals.