Amazon Ads research finds 75% of Canadian SMBs using AI powered tools state that it allows them to access advertising opportunities that previously felt out of reach, including video formats such as streaming TV
For many SMBs, high-impact advertising channels such as streaming TV have historically felt out of reach, with barriers including production and creative costs.
New research from Amazon Ads suggests this has changed, with more than seven in ten (73%) Canadian SMBs agreeing that AI-powered advertising tools have made streaming TV and other video advertising opportunities a realistic option for their business for the first time.
This shift is reflected in the wider findings, with 75% highlighting that AI has enabled their business to access advertising audiences, channels or formats that felt out of reach three years ago—whether due to cost, complexity, or lack of resources.
Streaming TV is becoming a realistic option for SMBs
Three years ago, only 40% considered streaming TV as a viable advertising channel. For those who found it out of reach, major barriers included cost (71%) and high minimum spend requirements (46%).
Today, SMBs increasingly recognise the benefits the channel can offer. Among those interested in TV or streaming TV advertising, 58% say it can help them reach new audiences, 52% say it can improve brand awareness, and 39% say it can improve credibility.
AI is helping SMBs think beyond domestic campaigns and levels the playing field
This shift is not limited to streaming TV. Cross-border advertising has traditionally required resources many smaller businesses don’t have, from adapting creative for different languages and cultures to managing targeting and optimization across countries. AI-powered tools are helping reduce that friction. In Canada, 27% of respondents who said cross-border campaigns were inaccessible three years ago now say they are more accessible.
This is translating into tangible business outcomes. By lowering the cost of experimentation and providing faster feedback on what’s working, AI is giving SMBs the confidence to pursue growth strategies, like expanding cross-border or launching new product lines. Nearly three quarters (70%) say AI-enabled advertising activity or strategy has supported business growth, 30% say it has helped shift brand perception, and 38% say it has supported expansion into new countries.
AI is unlocking new creative capabilities
Beyond access to new channels and the ability to expand globally, AI is also reshaping how SMBs approach creative development. 88% say they are likely to use AI to create advertising assets, while 65% say they are likely to use AI specifically to produce streaming ads. Further, 54% say AI has unlocked the ability to be generally more creative with advertising.
Beyond creative development, SMBs also see practical benefits across campaign delivery: 46% say AI helps them find customers more quickly to protect budget, 51% say it enables faster optimisation, and 65% say it allows them to compete with bigger brands.
Globally, the share of Amazon advertisers using AI-powered tools grew by 50% year over year — and SMBs generated double the number of ad creatives with those tools in Q1 2026 compared to the year before.
Human judgement remains central as AI adoption grows
AI is helping SMBs work smarter, and advertisers are seeing the strongest results when they combine AI-powered recommendations with their own strategic decision making. Among those who use AI to support advertising, the most common final decision-maker is still the business owner (48%), followed by AI-powered tools with human (26%) and the marketing lead (18%). No Canadian SMBs reported fully automated decisions with no human review—suggesting SMBs are adopting a human-led, AI-supported approach, using AI to move faster and improve execution while retaining human judgement where it matters most.
AI is set to play an ever-increasing role in the years ahead
Looking ahead, Canadian SMBs expect AI to become a bigger part of how they reach their business goals, with over three quarters (73%) saying it will be important to their future competitiveness. Those businesses are already looking to AI for content generation (61%), strategic planning (53%), and audience segmentation (37%), suggesting its role will increasingly extend from execution into planning and decision making. Taken together, the findings point to a more democratized advertising landscape, where AI is helping SMBs unlock creative capabilities and higher-impact channels while human judgement remains central to how those tools are applied.
Cyril Clerget, General Manager of Global SMB Advertising at Amazon Ads, said: “What we’re seeing is a real shift in confidence among small and medium-sized businesses. AI-powered tools are helping them explore advertising channels — like streaming TV — that once felt out of reach. At Amazon Ads, we offer self-service solutions designed to help businesses of any size get started, from creative development through to measurement and optimisation. And through programmes like Rising Stars, we’re proud to spotlight the SMBs finding success in their own way — whether that’s through advertising, organic growth, or a combination of both.”
About Amazon Ads solutions for SMBs
Amazon Ads offers self-service solutions for small and medium-sized businesses. Campaign Manager unifies ad campaigns in one hub with AI-powered planning, optimisation, and measurement. Creative Agent enables SMBs to create streaming TV, video, and display-ready ads in hours with no outside production costs. Businesses can access streaming TV, video, display, audio, and sponsored ads inventory across Amazon and third-party properties.
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Disclaimer: This article is based on publicly available information intended only for informational purposes. CanadianSME Small Business Magazine does not endorse or guarantee any products or services mentioned. Readers are advised to conduct their research and due diligence before making business decisions.
