NEWS23 November 2023

Fluency and Amazon to work on AI and machine learning

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UK/US/SINGAPORE – Fluency, the data and technology division of M&C Saatchi Group, has partnered with Amazon Web Services (AWS) on scaling artificial intelligence (AI), machine learning (ML) and generative AI.

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The partnership will see Fluency use AWS’s AI and ML services to support products such as Brand Desire and upcoming customer experience tool Total Experience Intelligence.

Total Experience Intelligence will be released in December and was built using AWS, with aims to examine data in areas of customer experience such as full-channel communications, behaviour, perceptions, interactions and decisions.

The agreement between the two companies will also see Fluency use Amazon SageMaker to build, train and use ML models to support brand performance forecasting, linguistic analysis and creative content analysis.

Fluency will also use AWS Glue to support serverless data discovery, preparation and integration and Amazon Bedrock to test and develop AI-powered applications.

Amar Vyas, chief data and tech officer at Fluency, said: “Fluency is on a mission to revolutionise the use of data in the media, marketing and advertising industry, and our relationship with AWS heralds a new era in bringing frictionless AI-powered solutions to our clients globally.”

Jeff Johnson, general manager, UK and Ireland at AWS, added: “We are proud to support Fluency in their growth journey as they continue to drive innovation in the media, marketing, and advertising industry.

“Using AWS’s AI, ML and generative AI solutions, and the inherent flexibility, scalability and security of the cloud, Fluency can accelerate the development of data-driven solutions that will help brands to better reach and engage with their audiences.”