THE TECHNOLOGY INTERVIEW
“ Initially we saw customers starting out with internally facing employee apps – in part because it can be lower risk, in part to boost productivity coming out of Covid-19 workforce disruption,” he explains.“ Now customers are starting to feel more confident with real-world, external customer-facing apps and services.”
One such customer, sports organisation PGA TOUR, is one example of how Amazon is powering new, interactive fan experiences.“ The PGA TOUR is using Amazon Bedrock and its proprietary data to build an interactive experience for golf fans to find information of interest about PGA TOUR events, players, stats, or other type of content, including generated video clips highlighting TOUR footage that is relevant to the answer provided,” he says.
Beyond content summarisation, organisations are increasingly building AI agents capable of taking autonomous action, representing a significant evolution in application capability.“ As organisations make Gen AI a core part of their applications, we are also seeing that they want to do more than just summarise content and power chat experiences. They also want their applications to take action,” Rahul explains.
“ AI-powered agents can help customers’ applications accomplish these actions by using a model’ s reasoning capabilities to break down a task, like helping with an order return or analysing customer retention data, into a series of steps that the model can execute.”
This multi-agent approach enables complex tasks to be distributed across specialised components, with Rahul outlining potential financial sector applications.“ Using multi-agent collaboration in Amazon Bedrock, customers can get more accurate results by creating and assigning specialised agents for specific steps of a project and accelerate tasks by orchestrating multiple agents working in parallel. For example, a financial institution could use Amazon Bedrock Agents to help carry out due diligence on a company before investing.”
52 April 2025