AWS has announced a swathe of new Gen AI upgrades to Amazon’s Connect Contact Center, intending to boost worker productivity and enhance the customer experience.

Among the new features unveiled at this week’s AWS re:Invent 2024 event are an AI-powered segmentation tool that identifies customers with corresponding interests, a capability that automates customer service task integration between Amazon Connect and Amazon Lex, and AI-powered tools for valuing contact centre performance.

Pasquale DeMaio, Vice President and General Manager of Amazon Connect at AWS, told TechCrunch:

When we first came out, we were really a voice-only solution that focused heavily on bringing AI to the contact center [with] scalability, security — the things that are our calling cards for AWS. And pretty quickly, we were able to add more features and get to a bigger feature completeness. Now, we offer channels across everything from chat, email — coming out as we speak — and also SMS, WhatsApp, Apple Messaging for Business.”

Launched in 2017, Amazon Connect leverages AI to enhance contact centre operations by assisting agents in responding to customer inquiries, automating support ticket processing, measuring agent productivity, and efficiently managing other related tasks.

More Specifics On The New Gen AI Features

One new capability is an AI-driven segmentation tool that groups customers with similar interests, enabling more effective targeted marketing campaigns. These automated campaigns can be triggered by specific events, such as cart abandonment, allowing businesses to offer discounts and incentives to recover potential lost sales.

The update intends to further streamline customer service by integrating Amazon Connect with Amazon Lex, an AI assistant development tool, now enhanced with Amazon Q. AWS noted that Lex-powered assistants can access data from internal applications and other sources.

AWS suggests an example in the travel industry: These assistants can factor in ticket types when offering rebooking options, enabling more personalised and efficient support.

“The system intelligently searches configured knowledge bases, customer information, web content, and third-party application data to respond to customer questions when they don’t match predefined intents,” AWS developer advocate Elizabeth Fuentes wrote in an accompanying blog post.

The update also introduces a Salesforce integration, allowing users to utilise Amazon Connect’s advanced routing capabilities, and a WhatsApp for Business integration to seamlessly manage customer inquiries through the popular messaging platform.

New, AI-powered tools for evaluating contact centre performance are also included. AWS suggests that managers typically review only one percent to two percent of customer interactions due to the sheer volume of daily tickets. The new features enable a more comprehensive analysis of contact centre performance data, helping to identify areas for improvement and optimise operations.

Admins can also now set guardrails to ensure AI-generated responses remain safe and accurate, with additional features from AWS to protect sensitive customer data.

Zoom Workplace, Workvivo Land On AWS Marketplace

In September, Zoom announced that its Zoom Workplace and Workvivo solutions are now available on the AWS Marketplace.

Customers can now access various Zoom Workplace products through the AWS Marketplace, including Meetings, Team Chat, Phone, Whiteboard, Spaces, Workvivo, Zoom Contact Center, and Revenue Accelerator.

The AWS Marketplace, Amazon’s digital catalogue of solutions from independent software vendors, is designed to simplify the process of discovering, testing, purchasing, and deploying software that operates on Amazon AWS.



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