At the unBoxed conference, Amazon moves AI from being a feature to playing a more central role in ad-buying and brings previously separate ad workflows together (Ronan Shields/Digiday)

Amazon has announced new advertising offerings at its unBoxed conference. The company is moving AI from being a feature to a central role in ad-buying and combining previously separate ad workflows. This move is part of Amazon's effort to expand its presence in the advertising industry, building on its dominance in retail media budgets.

Amazon has introduced a unified platform called Amazon Ads Agent, which brings together various ad workflows. The company also unveiled new products, including Full-Funnel Campaigns, which allows advertisers to combine sponsored ads, display, video, and streaming TV within a single campaign.

According to Digiday, market observers are advising caution when it comes to accepting Amazon's claims, citing ongoing allegations around auction practices.

Brief written by urgent.news from Techmeme, Digiday — 2 reports on this story. Machine-written — may contain errors; check the original before relying on it.