Delivering Hyper-Personalized Customer Experience using Generative AI powered by Amplitude and AWS

By Ted Sfikas, Field Chief Technology Officer – Amplitude
By Ghandi Nader, Sr. Partner Solutions Architect, Advertising & Marketing – AWS
By Franck Georget, Segment Lead, Advertising & Marketing – AWS

This blog post will dive into Amplitude’s latest offering built with Amazon Web Services (AWS), focused on using GenAI-powered experiences that will enable companies to drive higher revenues and increased retention rates. Using the deep insights produced by Amplitude’s unified customer profiles and Audiences, the joint platform with AWS maximizes the necessary data quality, governance, and real-time activation needed to deliver these modern AI-driven outcomes. This powerful combination allows companies to innovate faster and deliver exceptional product experiences, assuring clients that their investments with Amplitude and AWS will deliver a differentiated experience for their customers, thereby driving additional value immediately and in the long term.

About Amplitude

Amplitude is the singular leading Product Analytics platform that helps companies deeply understand their users’ behavior, optimize their product experiences, and directly drive business growth through automated, data-driven insights. By providing real-time analytics that are actionable and integrated with all technologies in the enterprise, Amplitude enables businesses to realize their goals for user acquisition, engagement, and retention. Amplitude is currently delivering success for over 3,200 businesses of all sizes globally, including top brands like Ford, NBCUniversal, Atlassian, and Walmart.

Further differentiating Amplitude and enhancing its value, the platform expands into Experimentation and Customer Experience technologies that are fully integrated into the main platform. Both capabilities are served by built-in AI that dynamically understands their customers’ journey, promotes more activity, and gathers new behavioral data as a result. Amplitude’s data foundation works broadly across all devices and touchpoints in real time, unifying the experience for customers, and maximizing efficiency of data automation for the business. Marketing, IT, and Product teams benefit through a trusted, privacy-compliant solution that their data strategies demand in the modern marketplace. Importantly, Amplitude will expand the value of existing investments to achieve a secured, single customer view through a unified data taxonomy. This allows multiple teams to leverage a shared data blueprint, driving significant ROI.

The Need for “Insights-to-Action” Data Analytics

The business insights derived from Digital Analytics platforms have been a fundamental capability to most organizations throughout all market verticals for over two decades. As the practice has evolved throughout the years, advancements in automation and AI have presented new opportunities for businesses in every vertical. Amplitude’s ability to gather rapid insights and conduct automated actions to drive business outcomes delivers on the promise of “Insights-to-Action”.

A single interface makes Analytics, Experimentation and Customer Experience processes easy to configure and manage across all departments. As personnel across Marketing, Product and IT can access and use the interface with minimal effort, the economies of scale that emerge from sharing a data blueprint become obvious, as process time and effort significantly decrease.
With the new joint-solution on AWS, these benefits now extend to predictive use cases for each customer: Generative AI (GenAI) now enables rapid acceleration of hyper-personalized engagements on digital touchpoints. Organizations leverage GenAI to boost revenue-generating Marketing and Product use cases, while enhancing brand strength through intelligent interactions with digital-first consumers. This creates a growing competitive advantage for the enterprise that can effectively deploy Insights-to-Action.

How Generative AI is driving new revenue and value

Figure 1. Personalized Content Creation Process

Customer engagement has become a critical differentiator for businesses seeking to thrive in competitive markets. Forrester Research reports that companies that lead in customer experience outperform laggards by nearly 80%. In parallel, Generative AI emerges as a game-changing technology that helps organizations to create more personalized, meaningful interactions with their customers.

Previous CX and Customer Engagement strategies were reactive, relying on analytics to drive processes that were mostly manual and rarely measured for effectiveness. With Amplitude and AWS delivering an integrated solution based on AI, these strategies have been modernized to excel reactively in real time, and proactively in the moment of engagement.

This new capability is powered by Amazon Bedrock and fully supported by Amplitude’s data automation techniques, and allows the business to craft personalized messaging, content, and experiences in a single interface. The content creation process, driven by generative AI, follows a structured approach that is fueled by the unified customer profile maintained in Amplitude to craft a tailored prompt, resulting in personalized engagement. Whereas other content creation tools remain siloed to deliver on personalized content, Amazon Bedrock is directly integrated with Amplitude’s behavioral data gathered in real time, allowing the system to make decisions on messaging, aesthetics, and form factor in an automated fashion. For instance, marketers can designate “product affinity” analytics in Amplitude that in turn triggers Bedrock to produce dynamic content relevant to a customer’s interests, while the customer is on the website or app. The same technique applies to the entire omnichannel of customer devices and touchpoints, such as email, next page personalization, SMS Push, and many more.

Solution Overview

The below architecture showcases how to combine Amplitude’s behavioral data with the enterprise data already being managed by AWS, and deliver on the aforementioned value.

Figure 2. Generative AI Powered Hyper-Personalization Delivered by Amplitude and AWS

1. Automated data collection from easily configured SDKs and APIs seamlessly integrates all customer data sources into Amplitude’s platform.
2. Amplitude cleanses and enriches the incoming Event data to ensure compliance and validity, leading to comprehensive customer insights.
3. Amplitude’s unified profiles ensure privacy compliance by supporting Subject Access Requests for accessing, modifying, deleting personal data.
4. Amplitude reports and experiments take place with first party consented data where possible, and also deliver compliant anonymous data activity to improve insights and fuel AI-driven insights. Session Replay allows for qualitative understanding of user behavior that complements that AI automation and validates its effectiveness.
5. Amplitude streams Event and Audience data using integrations to Amazon Simple Storage Service (Amazon S3).
6. AWS Step Functions trigger a workflow that invoke an AWS Glue job. This job extracts Amplitude data from Amazon S3, transforms the data into consumable format by Amazon Bedrock, and loads it in a processed Amazon S3 bucket.
7. AWS Lambda is triggered on the new data object from the processed Amazon S3 bucket to create a batch inference job in Amazon Bedrock.
8. Amazon Bedrock and continual fresh data from Amplitude allows designers to create customized prompts while implementing security guardrails, ensuring that the AI is using safeguards during personalized content creation.
9. The personalized content is stored in another Amazon S3 bucket designated to manage Completion data.
10. AWS Step Function triggers a workflow to activate Amazon Pinpoint using the Completion data.
11. Any customer engagement platform can import this Event, Audience and User data, including AWS technologies or any chosen vendor by the business.
12. Amazon Pinpoint (or customer engagement platform of choice) delivers the personalized content to the experience layer via SMS, Push Notifications, In-App Messaging or Email. The experience layer is the real time engagement with the user.
13. The experience layer generates additional user interactions that provide feedback loop events to Amplitude. This feedback loop data subsequently triggers the designated Experiments and CX goals that Marketing and Product teams have asked for. The feedback loop creates more data that is meaningful to current and future use cases.

Conclusion

Customer experience has emerged as a crucial driver of business growth, and by using new Insights-to-Action automation, organizations can realize that growth within a realistic budget and level of effort. The joint solution from Amplitude and AWS represents a game-changing advancement in leveraging customer behavioral data beyond the standard use cases. By incorporating GenAI-powered experiences with comprehensive customer data profiles, companies can now access unparalleled insights and make data-driven decisions at scale. Amplitude’s capabilities, combined with the modern AWS environment, enables businesses to rapidly deploy AI techniques without requiring unreasonable investments in labor or multiple infrastructure optimizations. With the joint Amplitude-AWS solution for Insights-to-Action, businesses can differentiate and drive value in the short term, while staying agile and competitive for the long haul.

Contact your AWS or Amplitude team to learn more about driving growth with personalized, data-driven insights.

Amplitude – AWS Partner Spotlight

Amplitude is an AWS Advanced Technology Partner and AWS Competency Partner that helps companies meet customers in the moment, with real-time experiences that drive engagement, improve conversion and bolster retention. Amplitude helps teams bring these experiences to life by providing quantitative and qualitative insights on their customers, and automating the recommendations and predictions needed for monetizing the customer journey.

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