# @bcg on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DaRJcXMiE-s
- **Gondola URL:** https://gondola.cc/posts/67349981-bcg-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/52e8d637c2.jpg
- **Posted:** 2026-07-01T23:01:15.000+00:00
- **Account Owner:** Boston Consulting Group (@bcg) — https://gondola.cc/bcg

## Caption

Customer archetypes have long been the foundation of marketing. AI is changing that.

Ruba Borno, VP of Global Specialists & Partners at AWS, shared her thoughts on how AI is revolutionizing workflows and creating new opportunities for business partnerships.

Her perspective: AI is moving marketers beyond broad customer segments and toward true individualization. Instead of optimizing for a handful of archetypes, organizations can now tailor experiences, content, and even monetization strategies for each customer based on their unique context and preferences.

#BCGinCannes

## Stats

- **Views:** 0
- **Likes:** 57
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## Tags

bcgincannes

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