Create customized merchandise and advertising and marketing campaigns utilizing Amazon Nova in Amazon Bedrock

This submit was written with Jake Friedman from Wildlife.

Companies are searching for progressive methods to distinguish themselves by hyper-personalization and enhanced buyer experiences. On the Cannes Lions Worldwide Competition of Creativity 2025, AWS showcased The Perfume Lab, an interactive and galvanizing expertise that demonstrates how generative AI can assist the event of hyper-personalized client items and speed up promoting artistic idea and marketing campaign property growth. Following Cannes Lions 2025, The Perfume Lab acquired a Gold and Silver Stevie Award from the Worldwide Enterprise Awards within the Model & Experiences class.

Constructed utilizing Amazon Nova in Amazon Bedrock, The Perfume Lab represents a complete end-to-end software that illustrates the transformative energy of generative AI in retail, client items, promoting, and advertising and marketing. Whereas our activation at Cannes Lions targeted on customized perfume growth and advert marketing campaign creation, the underlying structure and methodology could be tailored throughout various classes, from vogue to meals and beverage, opening infinite prospects for custom-made buyer experiences.

Introducing The Perfume Lab

On this submit, we discover the event of The Perfume Lab. Our imaginative and prescient was to craft a singular mix of bodily and digital experiences that may have a good time creativity, promoting, and client items whereas capturing the spirit of the French Riviera. To carry this imaginative and prescient to life, we collaborated with Wildlife, an organization that’s distinctive at remodeling AWS generative AI providers into compelling bodily experiences. Wildlife was elementary in brainstorming concepts that may encourage clients and showcase novel use circumstances that AI makes attainable.

Crafting the perfume

As step one, the expertise used Amazon Nova Sonic, a speech-to-speech mannequin that engages in intuitive dialogues with attendees to know their character and preferences. Nova Sonic extends its capabilities by software integration, permitting it to handle consumer traits and interface actions by specialised instruments equivalent to addTraitTool, removeTraitTool, and uiActionIntentTool. These instruments assist preserve dialog state and a constant stream all through the expertise. The collected dialog knowledge and trait info are then processed by a customized Retrieval Augmented Era (RAG) system constructed with Amazon Nova Professional, a extremely succesful multimodal mannequin that gives our greatest mixture of accuracy, pace, and price. Nova Professional serves because the intelligence engine for analyzing interactions and extracting important key phrases to find out the right perfume notes and composition. The appliance additionally used Amazon Bedrock Guardrails, which presents customizable safeguards and accountable AI insurance policies to dam undesirable matters—equivalent to allergens or dangerous content material—to supply a seamless buyer expertise.

For instance, a buyer would possibly share with Nova Sonic that they’re all for journey. Nova Professional picked up that exploring new locations usually “brings a way of freshness and pleasure,” which resulted in a perfume that feels recent and invigorating, that includes “a burst of citrus or a floral breeze.” The shopper may also share that they take pleasure in early morning walks throughout spring fields, which Nova Professional interprets right into a prime be aware of recent bergamot, a center be aware that includes floral honey, and a base of lavender. The purchasers’ inputs information the collection of perfume notes—from base, to coronary heart, to prime notes—which have been then expertly combined by on-site perfumers to create really customized scents. Perfumers have been capable of customise and craft a whole lot of distinctive fragrances per day, aided by AI. A course of that may usually take hours for a perfumer was accelerated to minutes, empowering each the shopper and the perfume professional.

Creating the marketing campaign

After the customized perfume method was created and despatched to the perfumer queue, Amazon Nova Canvas generated custom-made advertising and marketing artistic, together with the perfume identify, tagline, and imagery that captured the essence of the method. Attendees have been capable of additional customise the marketing campaign property utilizing visitor inputs equivalent to moody, beachy, or playful. The ensuing perfume picture was then remodeled into dynamic video content material by Amazon Nova Reel, which clients might additional customise to fulfill their artistic imaginative and prescient and obtain to save lots of or share. To match the Cannes Lions ambiance, the marketing campaign movies have been generated with a French-accented feminine voice utilizing Amazon Polly. Your complete expertise is in-built Amazon Bedrock, a totally managed service to construct and scale generative AI functions with AI fashions.

The next knowledge stream diagram reveals how a number of Amazon Nova fashions could be mixed for a wealthy, cohesive, and customized buyer expertise.

Finest practices for implementation

The Perfume Lab facilities round interactions with Amazon Nova Sonic, offering customers with a pure language interface to precise their preferences for a customized scent. By means of its software integration capabilities, Nova Sonic orchestrates all the expertise by managing consumer traits and triggering applicable workflows. These workflows seamlessly information the expertise from preliminary dialog to perfume growth and in the end to marketing campaign asset creation, driving each the visible parts and development of the expertise. The mannequin’s capacity to keep up a conversational state, whereas defining clear conversational flows, helps guarantee a constant and nice expertise for each consumer.

A well-defined workflow and conversational assistant are pivotal in guiding these conversations to uncover the qualities which can be most essential to every consumer. And the system immediate determines the character, fashion, and content material of your conversational assistant.

Immediate instance:

You're an AI assistant designed to assist the consumer discover their character and 
emotional panorama within the context of making a singular perfume. You interact in heat, 
free-flowing, playful dialog with the consumer to attract out their character, 
preferences, moods, and wishes. Your finish objective is to derive a set of three to five character 
traits that greatest describe the consumer. These traits will later be utilized in a separate 
course of to match applicable perfume substances. Your tone is heat, stylish, and subtly 
playful.

Extra contextual info throughout the immediate additionally performs a key function in Amazon Nova Sonic successfully sustaining state, whereas defining the conversational stream helps guarantee constant, nice, and concise experiences for each consumer.

Immediate instance:

1. **Welcoming Customers**
    Welcome the consumer to the appliance expertise with a quick overview of the
    course of and ask if they're able to proceed.
2. **Assistant Turns** 
    Ask quick and distinctive open ended inquiries to the consumer and select a character trait 
    that you simply suppose would swimsuit the consumer greatest.
3. **Dealing with Person Turns**
    Acknowledge the consumer's solutions briefly and warmly.
    Give attention to one trait per flip.
    Name the "addTraitTool", "removeTraitTool", "replaceTraitTool", or "clearTraitsTool" 
    instruments to handle traits.
    If the consumer says to return, skip, customise, or affirm/submit it means you must 
    name the "uiActionIntentTool" 

With direct references to our instruments within the conversational stream, the consumer interface feels reactive and related to the consumer’s enter whereas offering alternatives for the assistant to display its experience on this topic, which comes into the highlight when consumer traits and preferences are later mapped to a set of accessible substances and uncooked perfume supplies.

This complicated perfume recipe growth is dealt with by Nova Professional, utilizing its accuracy and pace to generate persistently high-quality scents. To attract from a wealth of perfume data in actual time, RAG was carried out to increase Nova Professional capabilities past pre-trained data with entry to data sources that embody important scent design rules, a deep understanding of every accessible ingredient, their profiles and potential roles throughout the perfume, and their attainable connections to customers’ fragrant identities.

The ensuing fragrances are then visualized utilizing Nova Canvas and Nova Reel. The artistic fashions generate authentic compositions that reveal the perfume identify, substances, and a visible identification inside a high-end artistic marketing campaign asset. A set of conditioning photographs that includes unbranded perfume bottles assist to anchor every picture (as proven within the following picture).

Immediate instance:

A high-end perfume advert atmosphere impressed by a [persona description]. A transparent, 
unbranded fragrance bottle is visually centered and tightly framed. Key substances [top 
note ingredient], [middle note ingredient], [base note ingredient], and [booster 
ingredient] are organized to encompass the bottle in a balanced composition, showing 
behind, moreover, and partially in entrance of the bottom. The scene evokes [atmospheric/mood 
descriptors] utilizing [light/color language]. The setting ought to really feel [stylistic direction],
like a [reference style (e.g., fashion editorial, lifestyle spread, luxury campaign)].

Outcomes

Attendees at Cannes Lions took away a bodily perfume combined by on-site perfumers. Whereas growing hyper-personalized client items may not be scalable throughout all use circumstances, manufacturers can innovate with synthetic intelligence and obtain manufacturing outcomes that weren’t beforehand attainable. The promoting marketing campaign idea and asset growth use case is straightforward to implement for manufacturers, companies, and media networks, permitting customers to iterate and optimize marketing campaign artistic shortly. Utilizing Amazon Bedrock, extra options could possibly be added like translations and sizes, relying on necessities.

You possibly can watch a video stroll by of The Perfume Lab onsite at Cannes Lions 2025, and take a look at the next instance marketing campaign outputs.

Conclusion

The Perfume Lab demonstrates the ability of Amazon Nova in Amazon Bedrock and the way clients can create absolutely customized client experiences. This use case could be replicated throughout numerous retail and client items classes together with skincare and cosmetics, vogue and equipment, meals and beverage, dwelling items, and wellness merchandise—all benefiting from pure dialog interplay, AI-powered product growth, product identification, and artistic advertising and marketing marketing campaign technology. Get began with Amazon Nova in Amazon Bedrock right now.

In regards to the authors

Raechel Frick is a Sr Product Advertising and marketing Supervisor at AWS. With over 20 years of expertise within the tech trade, she brings a customer-first strategy and development mindset to constructing built-in advertising and marketing packages. Primarily based within the larger Seattle space, Raechel balances her skilled life with being a soccer mother and after-school carpool supervisor, demonstrating her capacity to excel each within the company world and household life.

Gaby Ferreres is the Head of Trade Advertising and marketing for Media & Leisure, Sports activities, Video games, Promoting & Advertising and marketing at AWS, the place she works with know-how and trade leaders to speed up innovation on behalf of consumers. She is a world advertising and marketing chief and creator of experiences that elevate buyer journeys. Earlier than AWS, she held totally different positions at Microsoft, Telefonica, and extra.

Ashley Weston is Sr. Advertising and marketing Occasion Supervisor for World Third-Occasion Applications at AWS, the place she companions with trade advertising and marketing to ship the very best visibility and most business-critical occasions for AWS.

Tiffany Pfremmer is Sr. Trade Advertising and marketing Supervisor at Amazon Internet Providers (AWS) the place she leads strategic built-in advertising and marketing initiatives throughout the Media & Leisure, Video games, and Sports activities verticals to ship advertising and marketing campaigns that join AWS cloud options with buyer alternatives.

Jake Friedman is the President and Co-founder at Wildlife, the place he leads a staff launching interactive experiences and content material campaigns for world manufacturers. His work has been acknowledged with the Titanium Grand Prix on the Cannes Lions Worldwide Competition of Creativity for “boundary-busting, envy-inspiring work that marks a brand new route for the trade and strikes it ahead”. You could find him on LinkedIn.

About Wildlife

Wildlife fuses a digitally born skillset with a future proof mindset to ship breakthrough merchandise, experiences and campaigns for daring companions. We reside by a motto: Know-how modifications, story doesn’t.