As Principal AI Creative Director for Personalization Optimization and Design (POD), you are the human judgment layer at the center of Amazon's AI creative system. Generative AI has commoditized asset creation. The durable differentiator is now creative direction: the taste, the standards, the brand intelligence, and the systematic thinking that ensures our system produces creative that builds brands, not just optimizes clicks.

Define and own the creative quality bar for AI-generated assets across POD's full portfolio, including images, video, copy, and multi-format compositions. Establish brand intelligence frameworks that ensure AI outputs are aesthetically coherent, emotionally resonant, and brand-safe at scale. Act as the senior creative editor for AI-generated content, distinguishing exceptional work from 'good enough' outputs and articulating the difference in decomposable, teachable terms.

Break down what makes great creative into its constituent elements: narrative structure, color theory, compositional hierarchy, emotional arc, pacing, and brand signal. Translate these primitives into structured frameworks, including prompt libraries, creative briefs, quality rubrics, and annotation schemas, that inform model training, DCO reward signals, and creative tooling. Define the primitives that power aesthetic moderation: the signals and thresholds that allow our systems to evaluate, filter, and rank AI-generated content without requiring human review of every asset. Partner with applied science and engineering to operationalize these as machine-readable inputs.

Produce high-quality creative content independently across modalities, including image, video, and copy, using the leading AI creation tools. Bring that same hands-on fluency to prototyping: build working creative prototypes that demonstrate new customer experiences, surface trade-offs, and create decision points for design, product, and engineering leadership. This role operates in a demo-driven culture where prototypes move decisions. You are expected to contribute directly to that culture, not just direct others within it. Maintain current, deep fluency across tools including text-to-image (Midjourney, Adobe Firefly, Stable Diffusion), text-to-video (Sora, Runway, Kling), and LLM-powered copy and agentic workflows.

Partner with design, product, and engineering to define what new AI-powered creative experiences should look and feel like for advertisers. Translate Creative Vision into CX direction: How should a brand interact with a generative creative system? What does a great AI-assisted creative workflow feel like? Advise on the experience design for advertiser-facing tools, including Creative Studio, Video Generator, and the creative agent, ensuring AI capabilities are surfaced in ways that are legible, trustworthy, and creatively empowering.

Build and own the aesthetic moderation framework for POD: the multi-dimensional quality scorecard that defines what 'premium creative' means in measurable, auditable terms across visual quality, brand alignment, emotional resonance, and format appropriateness. Establish governance processes, including quality thresholds, brand safety standards, and editorial review workflows, that scale without requiring human review of every asset. Partner with advertiser-facing teams to translate brand requirements into creative direction that AI systems can operationalize and enforce.

Serve as the creative authority in cross-functional conversations with engineering, science, product, and design leadership, earning influence through demonstrated quality and creative vision. Partner with the Design Technology team to ensure prototypes reflect a high creative bar before graduating into engineering roadmaps. Collaborate with PAO (Creative Personalization and Optimization) to ensure personalized creative variants maintain quality and brand coherence at impression level.