Alephic Won a Cannes Lion

Well, the amazing XCM team at Amazon won the Cannes Lion, but they listed us as a partner, and that counts in our book.

How StarSearch Began

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.

From AI Tool to Cannes Lion

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.”

What's Next for StarSearch

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.