Amazon's Brand Innovation Lab, PetIQ's PetArmor brand, and Best Friends Animal Society launched 'Protect Playtime,' a campaign using an AI-powered pet-matching tool and Amazon Nova Reel-generated personalized videos to drive shelter animal adoptions. The matching tool processes natural language queries to pair prospective adopters with compatible shelter pets from a network of 6,000+ organizations. A February 2026 pilot in Glen Rose, Texas produced 24 adoptions in a single day — four times the previous record. Generative videos are created per individual animal using Nova Reel via Amazon Bedrock and distributed across Prime Video and Amazon Streaming TV ads through July 2026. The campaign also highlights Amazon Ads' broader ambition to build a closed AI-powered advertising funnel from awareness to conversion within its own ecosystem. Nova Reel is currently facing a lawsuit alleging it was trained on scraped YouTube content without creator consent.
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Every 90 secondsThe matching tool and the Glen Rose pilotNova Reel and the generative video layerWhat the campaign signals about Amazon AdsSort: