Amazon Study: AI Is Unlocking Streaming TV and Global Advertising for SMBs

Amazon Ads Data: AI Is Giving Small Businesses Access to Channels Once Reserved for Big Brands

A new Amazon Ads study of Indian small and medium businesses reveals that generative AI tools are meaningfully shifting the economics of digital advertising, opening up channels like streaming TV that were previously out of reach for smaller players.

The research surveyed 300 B2C marketing decision-makers from Indian SMEs, drawn from a broader global study of 4,100 respondents across 14 countries.

Key Takeaways

• 87% of surveyed Indian SMBs say AI has enabled them to access advertising opportunities, such as streaming TV, that previously felt out of reach.
• 75% say AI-enabled advertising has supported business growth, and 68% say AI tools have unlocked greater creativity in their marketing efforts.
• Amazon Ads India reports a 77% year-over-year increase in the share of advertisers using AI-powered tools, with SMBs generating 62% more ad creatives using those tools in Q1 2026 compared to the prior year.
• Streaming TV barriers are falling. Three years ago, high costs (48%), minimum spend requirements (39%), and planning complexity (36%) kept most SMBs away from the channel. Today, 62% of those interested say it helps reach new audiences and 59% say it increases brand awareness.
• Cross-border trade is also more accessible. 56% of respondents who found international campaigns out of reach three years ago now say AI-powered tools have made them more accessible. 59% say AI has supported their expansion into new markets.
• Human oversight remains the norm. Only 2% of SMBs reported fully automated decision-making without human review. Business owners remain the final decision-maker for 40% of respondents.

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