Well, the amazing XCM team at Amazon won the Cannes Lion, but they listed us as a partner, and that counts in our book.
The story goes back a few years, when Noah teamed up with Amazon’s in‑house agency XCM. They’d always dreamed of turning millions of customer reviews into headline‑worthy messaging, but the data was a haystack and the perfect quotes were the needles. The team at Alephic cracked it—combining AI, a bit of code, and XCM’s creative eye for content-worthy review to surface stories worth sharing.
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Fast‑forward to last year’s holiday campaign with Adam Driver. Powered by our AI engine—now called StarSearch—Amazon spun authentic customer love into award‑winning magic and walked away with a Cannes Lion. Here is an awesome case study video explaining the AI tool and the campaign with Adam Driver.
(If you haven’t seen them yet, here’s one for a banana slicer that begins, “What can I say about the banana slicer that hasn’t already been said about the wheel … penicillin… this is one this is one of the greatest inventions of all time.”
And we’re just getting started. StarSearch is poised to evolve from a single AI trick into a full‑blown platform for Amazon’s marketing teams (and beyond). Check out the case‑study video to see how it works—and where it’s heading next.