Oneisall
AI image generation for retail media creatives
Oneisall generated its Amazon Ads creatives with the image generator (genAI) in the UK in 2025 and reports sales up 50% year over year, ACOS down 22%, and share of voice up 50% on its main keyword category.
Key points
- AI-generated lifestyle images to replace white-background visuals.
- Amazon Ads Image Generator tool, served across Sponsored Brands, Products, and Display.
- Sales up 50% year over year, ACOS down 22% in the UK.
- Evidence B, confirmed status and an expanding tool.
Objective
Produce in-context ad visuals (products shown in a setting) with no studio or photo budget, to keep up with the pace of creatives that Sponsored campaigns on Amazon demand.
The deployment
Oneisall, a maker of connected pet products, used the Amazon Ads image generator to replace its white-background visuals with AI-generated lifestyle images. The advertiser starts from the product listing; the tool produces images that place the product in a setting, served in the Sponsored Brands, Sponsored Products, and Sponsored Display formats. In the UK market in 2025, the brand reports a 50 percent year-over-year increase in sales, a 22 percent drop in ACOS, and a 50 percent gain in share of voice on its main keyword category. This is a generation case: the AI produces the ad visuals, whereas bid optimization is a separate mechanism. Amazon also documents that ads showing the product in context can have a click-through rate 40 percent higher than white-background visuals.
Results Proof B
Quantified Amazon Ads platform case study naming Oneisall and its Commercial Director; an official interested source, hence B. The tool and the order of magnitude of the creative gain are confirmed by Amazon's product communications.
How it works
Inferred typical approachThe internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.
The stack in detail
- outil Amazon Ads Image Generator GenAI image generator integrated into the Amazon Ads console: it produces lifestyle visuals placing the product in a setting from the product listing. Underlying model not published by Amazon.
- plateforme Sponsored Brands / Sponsored Products / Sponsored Display Amazon Ads formats in which the generated visuals are served and measured (sales, ACOS, share of voice).
- outil AI Creative Studio Amazon Ads' genAI creative suite expanded in 2025 (images and video), the natural successor to the image generator for scaling up.
How it runs, concretely
For ops teams-
1Product selection marketing team
The team picks the product listing from which to generate the visuals.
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2Image generation AI (Amazon Ads Image Generator)
The tool produces several lifestyle images placing the product in a setting.
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3Campaign launch retail media team
The selected visuals feed Sponsored Brands, Sponsored Products, and Sponsored Display.
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4Measurement and iteration retail media team
Tracking of sales, ACOS, and share of voice to keep the best creatives.
Creative performance (click-through rate, attributed sales, ACOS) that indicates which image to push. Without reading this performance, the generation runs with no improvement loop.
How your customers perceive this type of use
Sourced studiesUn ecart net separe les annonceurs des consommateurs : 77% des annonceurs voient l'IA positivement contre 38% des consommateurs (Yahoo/Publicis, 2024). Les mesures implicites confirment le rejet declare : en EEG, les pubs generees par IA produisent une activation memorielle plus faible que les pubs traditionnelles et sont decrites comme agacantes, ennuyeuses et confuses (NIQ, 2024). La disclosure a un effet ambivalent : elle augmente fortement la confiance quand elle est remarquee (Yahoo/Publicis), mais 27% des jeunes consommateurs disent faire moins confiance a une entreprise dont la pub est creee par IA (IAB, 2024).
Acceptance conditions
- Une disclosure visible : quand la mention IA est remarquee, la confiance globale envers l'entreprise augmente de 96% (Yahoo/Publicis 2024)
- Une qualite visuelle suffisante : les visuels IA de basse qualite augmentent l'effort cognitif et distraient du message (NIQ 2024)
Red lines
- Le contenu IA non declare puis identifie : 72% des consommateurs disent que l'IA rend l'authenticite difficile a etablir (Yahoo/Publicis 2024) et les marques utilisant des pubs IA sont plus souvent jugees inauthentiques ou non ethiques par les consommateurs que par les dirigeants (IAB 2024)
- Les mannequins et personnes generes par IA : 46% des consommateurs n'en veulent pas dans la publicite, l'inquietude premiere etant les standards de beaute irrealistes (Attest 2025)
Sources: Yahoo / Publicis Media (terrain Ebco) 2024 · IAB (avec Attest) 2024 · NIQ (NielsenIQ) 2024 · Attest 2025
How to replicate
Inference, not sourcedData prerequisites
- product listings on Amazon
- access to the Amazon Ads console
Org prerequisites
- retail media team able to test creatives
- labeling process for generated visuals (AI Act)
Possible stack
- Amazon Ads Image Generator
- AI Creative Studio
The plan, step by step
- Step 1Pick a best-seller product and generate a series of lifestyle images from the product listing in the Amazon Ads console.Deliverable: 5-10 candidate visuals selected by the team
- Step 2Launch a Sponsored Brands test at equal budget: generated lifestyle visuals against existing white-background visuals.Deliverable: Test campaigns in rotation
- Step 3Read click-through rate, attributed sales, and ACOS; cut losing creatives, keep the winners.Deliverable: Documented test read with the retained creatives
- Step 4Extend to other products and to the Sponsored Products and Display formats, and set up the labeling process for generated visuals (AI Act).Deliverable: Library of genAI creatives + labeling process
First step: Generate lifestyle images for a best-seller product and test them in Sponsored Brands against the white-background visuals.
The same pattern, proven in other industries
Adobe
in-house genAI production of marketing content at scale
Atlassian
internal genAI agents for account targeting and marketing content production
BMW
advertising and experiential creation with generative AI
Sources
- S1 How Oneisall increased performance with generative AI Interested party archive pending
- S2 Amazon rolls out AI-powered image generation to help advertisers deliver a better ad experience Interested party archive pending
An error, newer info, a source?
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