Tia White is Amazon's General Manager of Artificial Intelligence and Machine Learning at Amazon Web Services (AWS), responsible for owning go-to-market, product, and engineering for a portfolio of services on track to exceed profits of more than $25M including one of the fastest-growing services at AWS. 

Joining her is Wyndham Richardson, Group Executive Director at Two Circles, previously founder of Pulselive, digital partner to some of the biggest names in sport which was acquired by Sony Corporation in 2011.

The podcast explores the current state of the sports marketplace, specifically focusing on how user personalization and artificial intelligence (AI) are paving the way for the industry's development. 
They discuss how Amazon is offering advanced tools to create customized experiences and insights resulting in higher user retention and engagement. We unpack the future of AI, speculating on its impact by 2030, and how generative AI might revolutionize the way audiences are segmented. 

00:00 Introductions and Location Check
00:22 Discussion on the Future of Sports Marketplace
01:09 Introduction to Tia and Her Role at Amazon
02:30 Tia's Personal Connection to Sports
03:39 Understanding Tech in the Sports Industry
05:17 The Concept of Personalization in Amazon
08:17 The Importance of Personalization in Customer Retention
09:04 The Risk of Getting Personalization Wrong
10:31 The Role of Technology in Solving Problems
14:03 The Impact of Personalization on User Engagement
23:29 The Future of Personalization and User Authentication
28:20 The Importance of Data in Personalization
31:09 The Power of Data in Sports
31:28 Leveraging AWS and Amazon Personalized for Sports
32:23 The Importance of Data Security in Sports
33:41 Investing in Tech: A Risk or Necessity?
34:31 The Evolution of the Sports Industry
36:08 The Role of Technology in Sports Strategy
36:28 Loyalty in Sports: A Unique Phenomenon
39:44 The Intersection of Sports and Other Industries
45:51 The Impact of Generative AI on Personalization
49:03 The Future of Generative AI
50:13 Generative AI: A Tool for Progress
55:15 The Role of Generative AI in Content Creation
56:58 Generative AI: A Threat or Opportunity?
01:01:28 The Unexpected Necessity of Cash
01:02:20 Closing Remarks

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
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