How Deloitte and AWS Use AI to Study Fandom for Insights on Consumer Behavior

The growth and productivity-unleashing potential of AI-powered tech systems and software was the talk of the Croisette during this month’s Cannes Lions Festival of Creativity. Much of the programming was dedicated to helping marketers, content creators and media mavens navigate what is possible now and what is coming around the corner.

Variety‘s “Strictly Business” podcast did its part with a live podcast taping in Cannes at The Room’s Yacht on June 18, with a conversation focused on the Converge by Deloitte service as the analytics giant expands that service to focus on sports consumers. Michelle McGuire, principal and chief commercial officer of Converge by Deloitte, and Ruba Borno, VP, global specialists and partners of Amazon’s AWS, joined us on a yacht docked just off the Palais des Festivals for a live recording of a conversation about how the two brands have worked, together and separately, on initiatives like Converge that harness AI.

When it comes to targeting sports-friendly consumers, what marketers covet most is “that Venn diagram of the team, the league and your own brand,” McGuire said. Converge synthesizes a staggering amount of data and input to offer highly custom profiles for sports fans at a granular level.

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Variety