In the ever-evolving world of personalized fan experiences, Cameo has carved out a unique niche by connecting fans with their favorite celebrities for personalized video shoutouts. However, as Cameo’s user base grew, so did the opportunities of helping users navigate through a vast catalog of over 50,000 celebrities and creators. Cameo needed a production infrastructure that could scale dynamically, support global creators, and power new initiatives beyond its core product. To stay ahead, Cameo collaborated with Amazon Web Services (AWS) and AWS Partner Loka to develop an innovative chat-based discovery solution that promises to transform the way fans find their perfect celebrity match.

Opportunity | Navigating Celebrity Discovery at Scale

The company needed to support a growing number of creators around the world while also innovating quickly to stay ahead in a competitive entertainment landscape. With new creators joining the platform daily, the searching and browsing experiences became increasingly overwhelming for customers, leading to lower conversion rates and decreased customer satisfaction.

To address this challenge, Cameo wanted to develop a generative AI, chat-based discovery solution—aiming to mimic the experience of chatting with a Cameo expert who has an intimate knowledge of the platform’s talent pool. Through conversational prompts, the user engages with the chatbot to refine their search. Customers are led on new discovery paths, considering specific celebrities that they might not have initially thought of.

Solution | Building a Personalized Chat-Based Discovery Experience

To tackle this, Cameo collaborated with Loka to modernize its infrastructure and accelerate development of its new discovery solution. Employing Amazon Bedrock—the easiest way to build and scale generative AI applications with foundation models—Cameo used Anthropic’s Claude in Amazon Bedrock for the conversational experience and Cohere in Amazon Bedrock for creating embeddings for each category. These embeddings were then matched with the conversational inputs to create recommendations for the most relevant categories and celebrities. For hosting the solution, Cameo uses Amazon Elastic Kubernetes Service (Amazon EKS), to start, run, and scale Kubernetes without thinking about cluster management—facilitating scalability and seamless integration with other AWS services.

The partnership with Loka also brought strategic advice beyond implementation. Loka helped Cameo build a reliable architecture to support its flagship experiences, helping the Cameo team to focus on experimentation and to deliver new products faster. “Loka was just super willing to go through all of the projects with us and classify what might be a good fit and what wouldn’t,” says Dom Scandinaro, chief technology officer at Cameo. “It was really clear that not only were they experts within Amazon Bedrock, but also they knew the AWS stack inside and out.”

Outcome | Streamlining Gift Discovery While Boosting Conversion

Cameo’s partnership with AWS and Loka represents a significant step forward in enhancing the personalized fan experience. By using the power of generative AI and chat-based discovery, Cameo aims to revolutionize the way users find the perfect celebrity match—streamlining the process and removing friction.

Perhaps most significantly, the AWS-powered architecture laid the foundation for long-term innovation. Cameo now has the flexibility to test new business models, launch creator-focused tools, and serve enterprise customers. As the solution continues to evolve, it promises to drive increased conversion rates, higher customer satisfaction, and ultimately, more authentic and meaningful fan connections.