AI and the Art of Understanding Fans

At a recent event in Cannes, big names in tech and consulting talked about how AI is changing the game for understanding fans. Deloitte and Amazon Web Services (AWS) shared their insights on how they use AI to study fans and help companies connect with them in a more personal way. Deloitte's Converge service is like a super-powered fan decoder. It takes a ton of data and turns it into detailed fan profiles. This helps companies know exactly what fans care about, from their favorite players to the merchandise they buy. The goal is to make fans feel like brands are talking just to them. AWS brings something special to the table with its "Clean Room" services. This allows companies to mix data from different sources without worrying about privacy issues. The more data they have, the better they can understand fans and stand out from the crowd. Fandom is a goldmine for understanding people. Fans are passionate and engaged, making them a great group to study. Plus, fandom doesn't just affect sports—it spills over into music, shopping, and other parts of life. The key is to see fans as individuals and tailor experiences to their unique interests. Deloitte is already using this approach in different industries, like healthcare. Next up? Media and entertainment. The idea is to apply what they've learned about fandom to help media companies find and keep subscribers. In a world where data is king, AI is the tool that helps companies make sense of it all. By understanding fans on a deeper level, brands can create more meaningful connections and drive engagement.