Here’s the translation into American English:
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As part of the Cannes Lions International Festival of Creativity 2025, Amazon Web Services (AWS) has unveiled “The Fragrance Lab,” an interactive experience promoting extreme product personalization through generative artificial intelligence. This innovative project not only stood out for its originality at the event but also received two Stevie Awards, earning Gold and Silver for creativity and brand experience.
The experience, developed using tools like Amazon Nova and Amazon Bedrock, demonstrates how artificial intelligence can transform the retail, advertising, and consumer goods sectors. The central focus during the festival was the creation of customized fragrances and the design of advertising campaigns, a method that can extend to various product categories, including fashion, food, and beverages.
This project was developed in collaboration with Wildlife, a company specializing in turning AWS’s artificial intelligence technologies into captivating physical experiences. Together, they created a unique fusion of digital and physical experiences that embodied the creative spirit of the French Riviera.
Using Amazon Nova Sonic, an intuitive dialogue model, attendees could express their likes and preferences in fragrances. The system collected this information and processed it through a multimodal model of Amazon Nova Pro, designed to analyze interactions and select the ideal fragrance notes. For example, if a user indicated they enjoy traveling, the system could generate a fresh and invigorating fragrance that evokes that adventurous spirit.
Once the fragrance formula was established, Amazon Nova Canvas created personalized advertising assets, while Amazon Nova Reel transformed these ideas into dynamic content that attendees could adjust to their creative vision. The experience was further enriched by female voices in French, echoing the atmosphere of the event.
The implementation of “The Fragrance Lab” provides brands the opportunity to innovate in creating personalized products and developing advertising campaigns. While the large-scale production of customized consumer goods may pose challenges, this approach illustrates the potential of artificial intelligence to quickly optimize advertising outcomes.
Event participants took home fragrances created in real time by perfumers, demonstrating that the combination of artificial intelligence and marketing can lead to unprecedented creative achievements. With an emphasis on natural interaction and AI-driven product generation, this experience can be replicated across various consumer goods categories, thus opening new possibilities in the personalization market.
via: MiMub in Spanish
