• by Laurie Sullivan  @lauriesullivan, Yesterday

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.

The process of creating personal products begins with Amazon Bedrock, which enables the creation of AI agents can carry through with complex tasks like automating requests for proposals, streamlining ingestion of RFPs and then search and pull customer data in platforms like Salesforce to take specific actions and provide a response in a campaign for Formula 1.

Bakhtiar said Dentsu Digital, Deloitte Digital, will join Ogury in a panel. 

Ogury will discuss how Amazon Bedrock, which offers access to AI foundational models designed for advertising and marketing, created the Ogury One advertising platform, which targets ads to consumers based on personas rather than tracking individuals.

The zero-party data is collected through large surveys and combined with billions of data points such as contextual, semantic, bid request, and campaign delivery data.

Amazon Nova, which launched in late 2024, represents the next generation of a foundational model that can build creative concepts, brief development, and videos for local audiences.

Demonstrating this advancement at Amazon Port at Cannes, the company created a “fragrance lab” to allow visitors to create a custom fragrance, and then combine product packaging with a custom advertising campaign.

The personalized fragrance, created through a series of conversations between the creator and Amazon Nova Sonic, a speech-to-speech model that understands preferences and personality traits, then gets set in a custom package.

Real-time content generation and hyper personalization also has become possible. Bakhtiar described it as the ability to tweak the end of an advertisement and virtual products placed in live feeds that resonate directly with a consumer.