AWS Contact Center

Amazon Connect at re:Invent 2025: Creating the future of customer experience with AI

The future of customer experience isn’t about choosing between AI efficiency and human connection—it’s about combining both to create something extraordinary. At re:Invent 2025, Amazon Connect unveiled a comprehensive vision for how businesses can transform customer interactions through intelligent AI agents that work with human teammates.

Agentic systems promise to autonomously understand, reason, and act to achieve specific goals. But the AWS approach to agentic AI is fundamentally different. While others force organizations to choose between rigid automation or expensive human-only service, we’re pioneering agentic AI built on three core principles: AI flexibility that adapts the right technology to your unique needs, human+AI partnership that amplifies your team’s capabilities, and a unified data vision that brings together both customer data and complete observability across every interaction.

This vision comes to life through our latest innovations at re:Invent. Learn more below.

Action with AI: Beyond simple automation

Traditional self-service has become synonymous with frustration—rigid menus and dead ends that keep customers at arm’s length. Amazon Connect takes a radically different approach with agentic AI that thinks, reasons, and acts with genuine intelligence.

Our new first-party autonomous AI agents handle both routine and complex tasks across voice, chat, email, SMS, and social channels. They understand multi-intent requests, reason through the best course of action, and maintain context across interactions—all working out of the box while remaining fully customizable.

Model Context Protocol (MCP) is a standard for agentic AI systems to connect with external tools and data. With MCP in Amazon Connect, AI agents can now seamlessly integrate with your systems of record in real-time, taking actions within defined parameters without extensive custom coding.

Voice interactions reach new heights with Nova Sonic-powered agentic voices that deliver natural, human-like conversations in over 30 languages. These advanced voices understand different accents, handle interruptions gracefully, and maintain fluid dialogue.

For organizations wanting choice, we also support third-party speech integration including ElevenLabs and Deepgram.

AI agents can now tap into multiple Amazon Bedrock Knowledge Bases, accessing enterprise-wide knowledge repositories to provide accurate, up-to-date information with the same depth as your most experienced representatives.

Elevate your workforce: True human+AI partnership

The gap between your best and newest agents doesn’t have to keep widening. Amazon Connect creates true collaboration where AI works as an active teammate, not just a handoff point.

Agentic agent assistance analyzes conversations in real-time, suggesting next steps and actively completing tasks like documentation and note-taking. Your agents focus entirely on building relationships while AI handles administrative work in the background.

AI-powered case summaries automatically capture key case details, action items, and outcomes during and after interactions, eliminating post-call documentation time and ensuring continuity when customers contact support again.

New persona-based workspaces provide tailored interfaces for different roles—from frontline agents to supervisors to business analysts—with intuitive controls and appropriate guardrails. Business users can now configure contact center experiences without technical expertise.

For Salesforce users, AI capabilities now extends into Salesforce Contact Center with Amazon Connect environments, bringing agentic assistance and automated workflows directly into the interface agents already use daily.

Transform data into relationships: Proactive intelligence

Great customer experiences are built on deep understanding. Amazon Connect transforms scattered customer data into rich, actionable relationships that enable truly intelligent interactions.

AI-powered predictive insights (now in preview) analyze customer behavior patterns, purchase history, and interaction data to generate real-time, personalized recommendations and next-best-action suggestions. AI can predict churn risk, identify purchasing interests, and recommend proactive outreach—addressing issues before customers even reach out.

Our new Journeys capabilities enable businesses to orchestrate multi-channel, multi-step customer experiences that evolve based on customer behavior and history. Rather than treating each interaction as isolated, Journeys connects experiences across voice, chat, email, SMS, and social channels to create cohesive relationships.

WhatsApp support for outbound campaigns adds one of the world’s most popular messaging platforms to our outbound communications, enabling businesses to meet customers where they already communicate, particularly in international markets.

Accelerate Outcomes: Confidence Through Observability

Speed and safety shouldn’t be opposing forces. Amazon Connect provides comprehensive visibility and control that enables rapid innovation with complete confidence.

AI agent evaluations allow organizations to assess AI-led interactions using the same evaluation capabilities available for human representatives, ensuring consistent quality standards. Supervisors can evaluate AI interactions for accuracy, compliance, and customer satisfaction.

Enhanced observability provides complete visibility into AI decision-making processes. See exactly what the AI understood, which systems it accessed, how it reached decisions, and what actions it took. This transparency enables teams to optimize performance, ensure compliance, and build confidence in autonomous systems.

Native testing and simulation capabilities allow businesses to validate customer experiences by simulating thousands of interactions before deploying AI agents to production. Evaluate responses, routing logic, and workflow execution across diverse scenarios—from routine inquiries to edge cases.

Amazon Connect session roundup

Did you miss re:Invent? Here’s some sessions you should check out to get up to speed:

Marquee sessions

Breakouts

The future belongs to companies that can deliver experiences that are personal, effortless, and memorable. With Amazon Connect’s proven track record handling over 16 million interactions daily, unmatched scale, and unwavering commitment to customer obsession, we’re not just preparing for that future—we’re ready to help you lead this new era of customer experience.

Ready to transform your customer experience? Visit https://aws.amazon.com/connect/ to learn more about these innovations and start your journey today.

About the Author

Heidi Elmore is a serial technologist passionate about enterprise communications. She has launched UCaaS, CPaaS, and CCaaS products and led teams across multiple functions. When she’s not obsessing over enterprise software, she rides and shows dressage horses.