How Deloitte and AWS Use AI to Study Fandom for Consumer Insights
The Cannes Lions Festival of Creativity buzzed with excitement over the potential of AI-powered technology to drive growth and unleash productivity. Marketers, content creators, and media professionals gathered to explore the current capabilities and future possibilities of AI systems and software.
A highlight of the festival was a live podcast taping by Variety’s “Strictly Business” podcast, featuring a discussion on the Converge by Deloitte service. Michelle McGuire, principal and chief commercial officer of Converge by Deloitte, and Ruba Borno, VP of global specialists and partners at Amazon’s AWS, shared insights on how their collaboration harnesses AI to target sports-friendly consumers.
McGuire emphasized the importance of understanding the intersection of sports teams, leagues, and brands to create personalized profiles for sports fans. Converge utilizes AI to analyze data and create tailored experiences for fans, driving engagement and brand loyalty.
The partnership between Deloitte and AWS allows for large-scale data analysis without compromising individual privacy. AWS’s “Clean Room” services enable clients to draw insights from collective data while maintaining data security. This capability is crucial for advertisers seeking valuable consumer insights.
Sports fandom provides a rich landscape for research and experimentation due to its passionate and engaged audience. McGuire highlighted the interconnected nature of fandom across various aspects of consumers’ lives, offering valuable insights for targeted marketing strategies.
Deloitte’s success with Converge in sectors like sports and healthcare paves the way for future expansion into media and entertainment. McGuire discussed the application of AI concepts in measuring engagement and predicting subscriber behavior in the media industry, emphasizing the influence of fandom on consumer behavior in streaming and subscription services.
As AI technology continues to evolve, industries like media stand to benefit from advanced analytics and personalized engagement strategies. The integration of AI tools in marketing and content creation opens up new possibilities for reaching and connecting with audiences in a more meaningful way. Cannes Lions attendees left inspired by the potential of AI to drive innovation and creativity in the ever-changing landscape of digital marketing and media.
