google and more importantly microsoft have been at the forefront in using generative artificial intelligence in their products both the companies reportedly have plans to bring ai in advertising and now a report has claimed that amazon is joining this listaccording to a report by the information amazon is building a team that will work on ai tools which can be used in generating photos and videos for merchants to use in advertising campaigns on its platformread alsoamazon plans to bring chatgptlike technology to alexa reportamazon calls its llm alexa teacher model but a company spokesperson echoed jassys comments saying that amazon is building larger more generalised and capable llms to make alexa more proactive and conversational the spokesperson also said that alexa has been using the teacher model for severalbiden meets microsoft google ceos on ai dangerspresident joe biden met with ceos of top artificial intelligence companies including microsoft and alphabets google on thursday and made clear they must ensure their products are safe before they are deployed generative artificial intelligence has become a buzzword this year with apps such asciting a company spokesperson the report said that these efforts could help diversify amazons ad business which grew by doubledigit percentages every quarter since amazon started breaking out its revenue in 2021amazons ad business plansthe ecommerce giants ad business raked in 38 billion last year amazon centres on ads that give merchants a boost in search results the report saidthe company is trying to build a broader ad business for which it is said to include selling ad spots on its free videostreaming service freevee as well as during thursday night football broadcasts on prime video amazon also sells audio ads on amazon music and runs digital ads on screens inside amazon fresh grocery stores it saidaigenerated google microsoft adslast month it was reported that google and microsoft have already presented their plans to advertisers advertisers can supply creative content such as imagery video and text relating to a particular ad campaign and the ai tools with the companies will then use the provided material to generate ads based on the target audiencemeanwhile microsoft is reported to be already testing ads in its early version of the bing chatbot similar to how google shows ads on searchaccording to an ad executive microsoft is said to be taking traditional search ads in which brands pay to have their websites or products appear on search results for keywords related to their business and inserting them into responses generated by the bing chatbot