The future of generative AI for e-commerce software

Generative AI is on the verge of reshaping e-commerce software.?

You see it everywhere. Even on Amazon, AI can write product descriptions and SQL queries, or it can write your ad copy.?

It is becoming a big part of the business—and, we at Intentwise think, that will only become more true in the next 12 months.?

Where is generative AI on Amazon now??

Before we get to software, let’s start with the platform most of us interact with all the time: Amazon.?

We all know about Amazon’s consumer-facing AI products, like its AI shopping assistant Rufus. But increasingly, Amazon is deploying generative AI to simplify life for tool users, too.?

At the start of 2025, for instance, Amazon announced a whole slew of generative AI features.?

Take SQL. SQL queries are the basis for Amazon Marketing Cloud, Amazon’s powerful clean room solution. Now, advertisers who aren’t SQL proficient can lean on generative AI to write their own AMC custom audiences.??

To generate SQL code, advertisers just need to describe the audience or use case they want to create. The SQL generator will then give back a potential query to get you there.

Amazon’s AI is becoming an increasingly active part of its platform. Generative AI models are summarizing all of the reviews on some product pages, for instance, or helping to write ad copy or product descriptions.

This is all exciting for the typical brand owner or agency account manager. It’s what we all want: Some tedious tasks in your day are now able to be automated.?

Of course, there’s a caveat. When you ask AI to write a SQL query or a Sponsored Display ad, you should still verify the output.?

Many account managers will still prefer to hand off the writing of SQL code to a domain expert, for instance, who can catch any small nuances that the AI may not be able to.?

The same goes for writing ad copy and product descriptions.?

Regardless of how helpful you find these use cases, it’s worth remembering: They are only a small slice of what we think is to come in the world of generative AI and ad tech.?

There is far, far more potential for generative AI in the world of software.?

The name of the game going forward is going to be using generative AI to streamline all of your most time-consuming processes.?

What is the future of AI and software?

Because software can understand language better, it can now respond back to you and have threaded conversations like a human would.?

Generative AI will soon allow users to interact with software in new ways. You can text or call the software, and have a conversation like there’s someone else on the other side.?

This will make it that much easier to analyze your campaigns or extract new insights about your performance.?

You will no longer click a bunch of buttons. Imagine it’s Monday morning. You’re an account manager at an agency, and you’re wondering what happened in your client’s account over the weekend.?

Normally, you would click through a series of dashboards from your preferred software partner to try to figure out the biggest changes. Or, worse, manually download a bunch of reports from Amazon.??

But with generative AI in software, soon you’ll be able to type into a window, “Show me everything that happened over the weekend,” and the software will be able to send you back a concise summary of your performance changes.?

You’ll also be able to get as specific as you need. Type in “Show me all the campaigns that ran out of budget yesterday,” and you’ll get an immediate response that saves you tons of time on analytics.?

Voice to text. We also expect you’ll be able to do this with audio. Just speak into your phone asking for a recap of the weekend for all of your clients, and you’ll instantly get the most salient performance improvements and dips.?

Or verbally ask for a list of competitor ASINs you should target next, and your software will return you a list.?

In the future, you won’t have to click around to get your data or take actions. You’ll be able to write a question into a chatbot—or ask it aloud—and get back a complete, synthesized analysis look at your accounts, at scale.??

Slack bots. And the next step, of course, is deeper integrations with the software you’re already using. Software apps will eventually become bots on your Slack channel, for instance.?

You can talk to them, ask them questions, set weekly alerts and messages, and you’ll get back detailed, personalized responses about your performance.?

Why now for generative AI in software??

You might be wondering: Why is the dam breaking now for software companies? After all, we have had the capability for some time to run AI across numeric structure data.?

What is so new today is that you can now use AI on unstructured data—on text, on audio, on images, and on video.?

Big picture, generative AI is all about revamping your tech stack. The reason for account managers and brand owners to buy software in the first place is to save time on the tedious tasks, like data collection, that don’t require high-level thinking.?

We think the future of AI will just supercharge these processes. It’s software on steroids. You’ll be able to interact with software like you’re interacting with a coworker, analysis and actions so much smoother.?

And of course—a lot to come from Intentwise on this front very soon.

(You can also read this post in full on our blog.)

Feature spotlight: What Changed

Though today we’re mainly talking about gen AI, there are a few key places where you can use machine learning on the Intentwise platform—and that’s in the What Changed feature on our Intentwise Ad Optimizer.?

Powered by AI and machine learning, What Changed instantly identifies the key factors behind performance changes. It goes through every layer of your account—from keyword to campaign to ASIN—to flag the most important sources of performance swings.?

See the most pressing issues or biggest wins as soon as you log in.

Want to see it for yourself? Book a free trial of the Intentwise Ad Optimizer today.

Make the most of your Search Query Performance report

Amazon’s Search Query Performance report locates the keyword targeting opportunities sitting right in front of you.?

Sure, most brands and sellers already rely to some degree on automatic or broad targeting. But savvy keyword research is about much more than just identifying long-tail keywords.?

In reality, you want to use keyword research to figure out where you should really double down on your spend. Within your universe of keywords, what are the top opportunities you’re neglecting? Where should you ramp up ad spend??

That’s where the Search Query Performance report comes in. In this webinar, Mike Frekey , Managing Partner at IG PCC, decodes the advanced techniques to optimize SQP that will skyrocket your sales.

Learn how to:?

• Find overlooked opportunities with SQP: Quickly find patterns in your search and conversion data to see which keywords are driving the highest share of clicks and conversions for your products.
• Put your spend in the right place: Identify the high-performing keywords where you are underspending—and know when to ramp up your spend accordingly.
• Optimize product metadata: Discover strategies to enhance product discoverability and drive conversions.

Register here, and tune into the webinar on February 5 at 10 am PST/1 pm EST.

What we’re reading:?

Manufacturers that subscribe to Walmart Luminate will now be able to get feedback on their new products from Walmart customers before they fully launch.?

As Amazon expands the reach and use cases for its DSP service, Digiday suggests that it’s on track to become the primary DSP for all ad buyers.?