At the Variety “Strictly Business” Podcast Live presented by AWS & Deloitte, held this week at Cannes Lions, executives from Deloitte, AWS, and Sony Pictures Entertainment advised leaders in media, sports, and entertainment to not be afraid of new technologies like AI. Deloitte’s Michelle McGuire urged companies to “start tackling hard problems” and upskill employees so they engage with AI. AWS’s Ruba Borno noted that tackling a difficult problem solves an organization’s data foundation, and that implementing AI requires a “top-down push” because the biggest wins come from rethinking workflows end-to-end. Sony Pictures’ Pete Wood framed AI as enabling better workflows and efficiencies, stating it “does not replace what the creators are doing” and that Sony is “a human-led company.” McGuire added that Deloitte’s research concluded “AI is not going to replace the humans” and that machines and humans must work together in harmony. She noted that currently only 14% of companies have a unified profile of their customers.