Generative AI Transforms Millions of Customer Feedback Data Points into Actionable Business Intelligence
“Using Amazon Bedrock is just so incredibly easy that it just makes sense. Whenever we design a solution we do test more than 10 large language models (LLMs). Consistently the ones offered by AWS are winning those competitions”.
Nathan Holmberg
CTO and Co-Founder, Thematic
Thematic is a New Zealand-based global leader in customer intelligence and feedback analysis. Thematic partnered with Amazon Web Services (AWS) to use generative AI to turn customer feedback data from multiple channels into curated, accurate and reliable customer intelligence.
Using AI to turn customer feedback into actionable insights
Before Alyona Medelyan became the founder and chief executive officer of Thematic, she ran a consultancy that specialized in natural language processing (NLP). In 2015, three companies came to Medelyan with the same problem: What are the driving factors behind our Net Promoter Scores?
In collaboration with these companies, Medelyan developed a NLP-based prototype that analyzed unstructured customer feedback, connected themes from qualitative feedback to metrics, and generated insights that explained the drivers behind the Net Promoter Score.
In 2017, Thematic officially launched, and now helps some of the world’s biggest companies such as Atlassian, DoorDash, and Woolworths accelerate growth through more accurate, reliable and actionable customer insights.
Finding Clarity with AI
Thematic used generative AI to overcome several challenges for its legacy NLP-based analytics solution.
The first challenge was to get a faster and more effective method to process millions of feedback comments from surveys, reviews, and support conversations. The solution needed to be robust, turning the data into clear and meaningful insights in real time. To enable fast, accurate decision-making the solution also needed to provide the context and core drivers of the feedback scores and sentiment.
The second significant challenge was ensuring security and compliance for its global customer base. With customers such as DoorDash and Atlassian, Thematic needed a solution that met different regional regulations for protecting data integrity and privacy without compromising the speed and quality of insights.
Unleashing the Power of Customer Intelligence
Thematic uses generative AI technology from AWS to enhance its capability to process large datasets quickly and efficiently, ensuring high performance and low latency. By leveraging these cutting-edge tools, Thematic's customers can analyze even more data sources while speeding up the time to get insights from customer feedback. The result is better and more efficient decision-making.
Thematic uses large language models (LLMs) readily available on Amazon Bedrock to perform hundreds of tasks, such as extracting themes, applying relevant filters and summarizing feedback. Without the need to build their own LLMs, Thematic is freed up to focus on streamlining operations and increasing the quality of insights while realizing cost and time savings.
“Using Amazon Bedrock is just so incredibly easy that it just makes sense,” said Nathan Holmberg, chief technology officer and co-founder of Thematic. “Whenever we design a solution, we test more than 10 large language models (LLMs). Consistently the ones offered by AWS are winning those competitions. "
Furthermore, AWS offered the flexibility that Thematic needed to customize its AI models for different client use cases. By combining traditional rule-based systems with AI-driven discovery, Thematic could tailor its insights to meet the specific needs of various industries, from hospitality to technology.
The robust compliance and security infrastructure on AWS allowed Thematic to meet the stringent security and data sovereignty requirements of its clients.
“We have been an AWS customer from the very beginning. AWS underpins our entire infrastructure and is essential for our compliance regimes. The fact that we are able to use generative AI through AWS really fits in with that very well. We are able to know exactly how the data is being used.” added Holmberg.
Human Expertise + AI is the Future
Looking ahead, Thematic plans to continue pushing the boundaries of generative AI and gain even deeper insights into customer feedback.
Having said that, the human factor cannot be dismissed. Instead, we must combine human expertise with the powerful capabilities of AI to make AI-driven decisions not only more accurate but also more meaningful.
“AI is here. There’s no going back” said Medelyan. “While you still remain in the driver seat, AI enhances your capabilities and productivity. This combination of human and AI is, I think, where really the future lies."
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