How Assembly Global Leveraged AI to Supercharge Conversions on Amazon for a leading consumer electronics company

Retail media marketers today face the critical balancing act between embracing AI-powered capabilities while maintaining strategic human oversight. Success requires rigorous testing and continuous monitoring to ensure AI aligns with true business goals and brand values.

Assembly Global took this calculated approach for their consumer electronics client. The objective? Maximize efficiency for its “always on” Amazon campaign. As Amazon placements have become more complex, the team faced the problem of understanding how to best improve strategic bidding. They needed to know, in real time, which specific ad placements were most likely to convert. Manual bid adjustments were slow and costly, creating a lag that meant they could lose valuable conversions. Assembly Global, set out to test whether AI features could deliver meaningful performance improvements.

Assembly implemented Skai’s AI Placement Modifiers, a solution designed to remove the guesswork from bidding. This tool empowers marketers to efficiently optimize campaign performance with AI-backed recommendations, spend insights, and performance reports. Rather than relying on broad, manual bid adjustments, this AI feature enabled the team to get granular and strategic with every advertising dollar.
The AI-driven placement bid modifiers enabled Assembly to:

• Be Smarter with Spend: The AI analyzed real-time performance data to suggest bid adjustments for different ad placements. It knew when to push more budget toward high-converting spots on the page and when to pull back from less efficient placements.
• Target the “Ready-to-Buy” Shopper: The goal was to reach shoppers at their moment of highest purchase intent. By using the AI to fine-tune bids, Assembly could effectively position the brand’s ads where a conversion was most likely.
• Maintain Cost Control: Crucially, the AI executed this aggressive, strategic targeting while keeping the cost-per-click stable. This meant more opportunities to win high-value placements without inflating overall ad spend.

The performance gap between AI-optimized and manually-managed campaigns has become too significant to ignore. The brand’s structured A/B testing approach provided clear proof.

Performance change after Skai’s AI Placement modifiers:

• Conversion Rate +29%
• Cost per Conversion -23%
• ROAS+36%

Beyond these metrics, the campaign’s volume and efficiency gains revealed the full impact of implementing AI. The campaign delivered 57% more conversions, driven by 43% more impressions and 24% more clicks, unlocking scalable growth.

Impressively, every advertising euro generated 36% more revenue while the CPC remained stable, proving that performance gains came from intelligent placement optimization rather than simply outbidding competitors.