Live at Cannes, Ari Paparo sits down with René Raiss, Founder of SQREEM, to discuss how the company's Large Behavioral Model (LBM) analyzes real-world behavior instead of language to predict intent, improve advertising performance, and power AI-driven insights across industries.

Takeaways
- Why SQREEM built a Large Behavioral Model instead of a Large Language Model.
- How behavioral data provides deeper consumer insights than keywords alone.
- Why AI models, not proprietary data, are becoming the competitive advantage.
- How brands use SQREEM to improve targeting and lower customer acquisition costs.
- Real-world applications of behavioral AI across media, healthcare, finance, and government.
- How AI libraries and MCPs are replacing traditional software platforms.- - - Why understanding intent is the future of marketing and advertising.

Chapters

00:00 Introduction to René Raiss and SQREEM
00:49 The Story Behind the SQREEM Name
01:20 What Is a Large Behavioral Model (LBM)?
02:11 Why Consumer Behavior Matters More Than Keywords
04:21 How SQREEM Collects and Models Behavioral Data
05:44 AI Libraries vs Traditional Marketing Platforms
06:48 Using Behavioral AI for Better Ad Targeting
07:31 Campaign Performance and Lower CPA Results
08:11 Applications Beyond Advertising and Marketing
09:11 MCPs and the Future of AI Workflows
09:43 SQREEM's Growth Strategy and Competitive Advantage
10:24 Why the Model Matters More Than the Data
11:14 Lightning Round and Closing Remarks

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