The Cannes Lions Festival of Creativity was abuzz with discussions about the potential of AI-powered technology systems and software to drive growth and unleash productivity. Marketers, content creators, and media experts gathered to explore the current capabilities and future possibilities of AI in their industries.
One highlight of the festival was a live podcast taping of Variety’s “Strictly Business” podcast on June 18. The conversation focused on Converge by Deloitte, a service that leverages AI to analyze sports consumers. Michelle McGuire, principal and chief commercial officer of Converge by Deloitte, and Ruba Borno, VP of global specialists and partners at Amazon’s AWS, discussed how their collaboration has led to innovative initiatives like Converge.
McGuire emphasized the importance of targeting sports-friendly consumers by understanding their preferences at a granular level. Converge harnesses vast amounts of data to create personalized profiles for sports fans, enabling sponsors to engage with them in a more tailored manner. By using propensity modeling and AI, Converge helps brands connect with consumers based on their favorite teams, players, and merchandise choices.
The ability to analyze consumer data on a large scale is a valuable asset for companies like Deloitte and AWS. With AI-powered tools, these companies can extract valuable insights on consumer behavior without compromising data privacy. AWS’s “Clean Room” services, which allow for privacy-compliant data analysis, have become essential for advertisers looking to gain deeper insights from collective data.
The sports industry, with its passionate fan base, presents a prime opportunity for research and experimentation. McGuire noted that studying fandom can provide valuable insights that extend beyond sports into other areas of consumers’ lives. AI technology is revolutionizing audience targeting capabilities, enabling brands to engage with consumers on a more personal level.
Deloitte’s success with Converge has paved the way for expansion into new sectors, with a focus on media and entertainment. McGuire highlighted the upcoming applications of AI in measuring engagement and predicting subscriber behavior in the media industry. By understanding consumers’ interests and preferences, media organizations can tailor their content and messaging to increase subscriber conversion rates.
As AI continues to evolve, the possibilities for enhancing customer engagement and driving growth across industries are endless. The integration of AI-powered technology systems and software is set to revolutionize how businesses connect with their audiences and drive productivity in the digital age.
