Cannes 2026: The Future of Responsive Programmatic Creative | Fabrice Rousseau, Amazon, Director, Advertising Experiences

Programmatic advertisers frequently face low engagement and conversion bottlenecks caused by static, generic display ad formats.Fabrice Rousseau, Director of Advertising Experiences at Amazon, breaks down the major update to Amazon’s Responsive E-commerce (REC) ad product and how generative AI is transforming display advertising across the open web.Key topics covered include:Automating creative asset generation—including full-bleed images, motion, and video—directly from product detail pages.Integrating Amazon's "Prompt" agentic shopping assistant into open web banner formats.Utilizing runtime Dynamic Creative Optimization (DCO) to personalize creative per publisher context and user intent.Driving downstream brand impact and a 27% conversion lift over traditional display units.How to set up component-based REC campaigns inside the Amazon DSP.Fabrice Rousseau is the Director of Advertising Experiences at Amazon Ads, leading product innovation, automated creative engineering, and agentic e-commerce applications.Connect with our guest:Follow Fabrice Rousseau on LinkedIn: https://www.linkedin.com/in/fabricerousseau/Explore Amazon Ads: https://advertising.amazon.com/Simplify Paid Social with Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/Connect with Host Dylan Conroy: https://www.linkedin.com/in/dylanconroy/