Amazon To Show How AI-Driven Campaigns Get Personal, Relevant At Cannes

Amazon Web Services (AWS) at Cannes Lions next week will demonstrate to brands, agencies and publishers just how personal multichannel campaigns can become when supported by artificial intelligence (AI) across its platforms, from Prime Video to Twitch.

Samira Bakhtiar, GM of media & entertainment, games, and sports at AWS, said Amazon works with retail companies through the consumer products division, but also with publishers and ad tech companies.
"When you have data — personalized, but based on privacy, security and permission — the amount of opportunities are vast in terms of what you can create," she said. "With the availability of cloud computing and services across advertising, media and gaming, and now artificial intelligence, it allows for every company to initiate any conceivable workload faster.”

AWS, made possible through a combination of several of its products, will talk about contextual intelligence for publishers, and demonstrate how companies can create new products, but also how brands can create personal products for consumers.