Fluency M&C Saatchi Chooses AWS to Accelerate the Growth and Development of Artificial Intelligence

Fluency M&C Saatchi, the Data and Technology Solutions division of the M&C Saatchi Group, today announces it is working with Amazon Web Services (AWS) to scale the use of artificial intelligence (AI), machine learning (ML), and generative AI across Fluency data products and services. This will help its customers in the media, marketing and advertising industry, expanding Fluency’s capabilities in how they understand, reach and interact with audiences while driving their marketing effectiveness.

By moving from on-premises to AWS, Fluency has been supercharging the delivery of new data-driven products, driving growth and efficiency across its business. Fluency will use AWS’s AI and ML services to bolster some of its industry-leading products including Brand Desire, and Total Experience Intelligence (TXi), turning to Amazon SageMaker to build, train and deploy ML models to power its brand performance forecasting, linguistic analysis, and creative content analysis.

It will also scale the use of AWS Glue for serverless data discovery, preparation, and integration as it automates its measurement solutions; and will deploy Amazon Bedrock, AWS’s fully managed service for building and scaling generative AI applications, to test, develop and pioneer next-generation, AI-driven applications that promise to reshape the landscape of creative, data and technology solutions.

“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. Together, we are not just envisioning the future; we are building it," remarked Fluency’s chief data & tech officer, Amar Vyas.

Fluency has a stellar track record serving a series of blue-chip organisations. Fluency’s prowess in understanding and interpreting diverse data, combined with innovative use of the latest technologies, is helping to remove friction and unlock crucial new value for its clients, ensuring decision-makers are fuelled by faster, more accurate insight.

Fluency’s latest product, TXi (Total Experience Intelligence) launches in December 2023 and was built using AWS. The TXi platform transforms the customer experience arena for marketing, capturing the full lens of brand touchpoints including full-channel communications, behaviour, perceptions, interactions, and decisions. By analysing vast volumes of data – spanning premium, public, and client's first-party sources – TXi pinpoints where a brand is winning or losing against its competition and guides next best actions with key audiences in focus. With TXi at their disposal, marketers can make better informed decisions, drive deeper value from their campaigns, and optimise their brands’ overall brand experience.

Jeff Johnson, general manager, UK and Ireland at AWS, commented, “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.”

To explore the world of Fluency M&C Saatchi and its transformative solutions, visit here.