December 02, 2025
Amazon AWS re:Invent Kicks Off With An Explosive AI CX Show
Amazon will dominate the news this week, with a full four-days of AI, CX and cloud stories out of the AWS re:Invent event.
After some early healthcare agentic-powered news, the massive AWS event kicked off for a blizzard of news and demos, with a major set of product releases.
They cover all types of market, with in-vehicle technology, payments, with a strong focus on customer experience and any business looking to up their IT/AI game.
Amazon Connect launches Agentic AI Capabilities for Seamless Customer Experiences
First up for customers is the arrival of Amazon Connect’s range of natural voice interactions using advanced speech models. The new agents offer understanding, reasoning and taking action across voice and written form for customer channels.
According to Amazon they will “automate routine and complex tasks through a blend of deterministic and agentic experiences that companies can deploy reliably and safely at scale. With advanced speech models from Nova Sonic, these agents deliver natural, human-like conversations, responding with the right pace, tone, and understanding across multiple languages and accents.”
“For customers who already use third-party automated speech recognition (ASR) and text-to-speech (TTS) solutions, Connect now supports Deepgram and ElevenLabs. Customers can now resolve complex issues through intuitive self-service, reducing wait times while enjoying natural, conversational experiences.” (But does that include Scottish we wonder?)
Agentic Assistance Creates Collaboration Between Humans and AI
Amazon Connect has long provided AI-powered assistance that analyses customer interactions to proactively deliver customer service representatives the information and the tools they need in real-time.
Now, it takes that effort further with agentic assistance to create stronger collaboration between humans and AI.
When customer service representatives talk with customers, Amazon Connect analyses conversation context and customer sentiment, suggesting next steps and actively completing tasks such as preparing documentation and handling routine processes.
Customer service representatives can now focus on building relationships and handling complex situations while AI manages the background complexity, enabling them to serve more customers effectively.
AI-Powered Recommendations Create Deeper Customer Engagement
Amazon Connect has helped businesses personalize customer interactions through unified customer profiles that sync data from disparate applications. Now, Amazon Connect is introducing AI-powered product recommendations that turn customer conversations into opportunities for deeper engagement.
By combining real-time clickstream data with rich customer history, AI agents and customer service representatives can deliver interactions with highly personalized product suggestions at exactly the right moment. Instead of waiting for customers to ask, businesses can also anticipate needs based on real-time behavior, increasing satisfaction while creating new revenue opportunities.
AI Agent Observability, Testing, and Performance Evaluations
As businesses deploy more AI agents, understanding how they make decisions has become critical for maintaining quality and compliance.
Amazon Connect is introducing AI agent observability that provides complete transparency—showing you what the AI understood, which tools it used, and how it reached its decisions. This visibility helps you optimize performance, ensure compliance, and build confidence in your AI-powered experiences.
Amazon Connect enables businesses to test workflows before going live and evaluate both AI and customer service representative performance with automated assessment, custom criteria, and aggregated insights.
Businesses can now confidently deploy AI agents at scale, knowing they have full visibility and control over every customer interaction.
Learn more about Amazon Connect and the new capabilities. Understand how customers are benefitting from Amazon Connect today.
Eradicating Technical Debt
At the back end, so many businesses suffer from that one old application or a cluster of legacy tools, all crucial to smooth operations, that seems impossible to replace. We mention this, largely for a great demo video, with explosives…
Back to the briefing, AWS Transform is updating its Agentic Tools to help teams modernise almost any old code or application to cloud standards.
The quoted success story highlights Air Canada, which needed to modernise outdated software that jeopardised the company’s rhythm of business.
In only a few days, Air Canada was able to deploy AWS Transform to coordinate and execute the modernization across thousands of Lambda functions (i.e., small tasks in response to events or triggers), realizing an 80% reduction in expected time and cost for the project compared to performing the migration manually.
For the business, there’s savings in operations and license costs and the ability to gain better data and analytics insights. For customers, there’s an invisible but sizeable transition to greater reliability and access to new features.
Expect plenty more AWS news over the week, and a deeper look into some of the success stories.
