AWS re:Invent 2025 - Personalize customer experiences at scale w/ AI-powered Amazon Connect (BIZ219)

Personalized Customer Experiences at Scale with AI-Powered Amazon Connect

The Importance of Personalization

• Personalization is critical for customer experience and business success
• 76% of consumers are more likely to consider purchasing from brands that personalize
• Organizations that implement personalization see 10-15% lift in revenue

Challenges with Personalization

• Unifying customer data from multiple sources is a fundamental problem
• Knowing what to do with the data and how to deliver personalized experiences is an emerging challenge

Amazon Connect and Agentic AI

• Amazon Connect is a cloud-based contact center that provides a seamless experience across all channels
• Agentic AI in Amazon Connect enables personalized customer experiences through:
  • Unified customer profiles
  • Genai insights and AI-powered recommendations
  • Personalized customer engagement

AI-Powered Personalization Features

• Recommended for You: One-on-one personalization based on customer profile
• Similar Items: Provide personalized alternative product recommendations
• Frequently Paired: Leverage upsell and cross-sell algorithms
• Trending Now: Surface trending and popular items
• Popular Items: Recommend most popular products

Personalized Customer Interactions

• Priya, a revenue growth manager, uses AI segmentation and outbound campaigns to target the right customers for a summer collection launch
• Maya, a high-value customer, interacts with an AI stylist agent to get personalized product recommendations and discounts for a wedding outfit
• The human agent, Jordan, is empowered by the AI agent's context and recommendations to provide a seamless customer experience for Maya

Observability and Performance Monitoring

• Automated evaluations for AI agents to measure performance, success rates, and customer experience
• Detailed contact records and dashboards to analyze AI agent actions, invocations, and business outcomes

Real-World Customer Examples

• Saks Global: Uses customer profiles and conversational analytics to empower live agents and deliver personalized experiences
• Go Student: Leverages customer profiles and outbound engagement to increase agent productivity and conversions
• Sunnu: Boosted ROI by 47x using AWS personalization AI, now exploring proactive reorders and cross-sell opportunities
• United Airlines: Reduced duplicate customer accounts by 35% and lowered infrastructure costs by 30% using Amazon Connect's entity resolution

New Amazon Connect Capabilities

• AI agents with action automation capabilities, including case creation, task management, and customer profile retrieval
• Customizable AI agents with prompt-level personalization, knowledge base integration, and third-party tool integrations
• Predictive insights and personalized recommendations using Amazon's proven personalization models
• Unified customer journey management across inbound and outbound channels, including new WhatsApp support
• Comprehensive observability and performance monitoring for both human and AI agents

Key Takeaways

• Amazon Connect provides out-of-the-box AI agents and customizable agentic AI capabilities to enable personalized customer experiences
• Personalization features like product recommendations, upsell/cross-sell, and trending insights can be easily integrated into customer journeys
• Comprehensive observability and performance monitoring allows organizations to measure and optimize their AI-powered personalization efforts
• Real-world customer examples demonstrate the significant business impact of implementing personalized experiences powered by Amazon Connect