Amazon is turning its demand-side platform into a default agentic chatbot experience. The company announced the ad tech overhaul on Tuesday at its unBoxed ads industry event in San Francisco, according to AdExchanger.

The move marks what AdExchanger calls "the agentification of Amazon Ads." Alongside the conversational DSP, Amazon introduced new AI optimization tools designed for both branding and performance campaigns.

The shift is more than a feature refresh. A default chatbot interface for the DSP means media buyers would interact with Amazon's ad platform through conversational prompts rather than traditional menu-driven workflows. Amazon is positioning AI agents as the primary way advertisers plan, buy and optimize campaigns across its ecosystem.

The announcement also includes new brand controls, per the report — a signal that Amazon recognizes advertisers will need guardrails as automated agents take on more decision-making power over where ads run and how budgets get allocated.

The changes arrive as the wider ad industry debates how quickly agentic AI will reshape media buying. By making the chatbot experience the default rather than an optional layer, Amazon is pushing its advertiser base toward conversational campaign management at scale, betting that AI-driven optimization will outperform manual controls on both brand and performance objectives.

For advertisers, the immediate question is adoption pace: whether the default agentic experience speeds up campaign workflows enough to justify retraining teams built around the console's existing interface.