Customer Stories / Advertising & Marketing / United States
Iternal Technologies Improves Marketing ROI 30x with Generative AI on AWS
Learn how Iternal Technologies used Amazon EC2 Instances powered by NVIDIA GPUs to help its customers supercharge their marketing.
When Iternal Technologies (Iternal) set out to transform marketing with generative artificial intelligence (AI), it knew it would need massive computing power. The company, which was founded in 2018, unlocks hyperpersonalization at scale for its customers by using AI to create media that speaks directly to customer needs. To speed up development while harnessing the computing power it needs, Iternal built its offering on Amazon Web Services (AWS) from day one. “Every technology that we’ve built has been built on AWS because we can use it to create, spin up, and deploy new solutions so quickly and efficiently,” says John Byron Hanby IV, founder and chief executive officer (CEO) at Iternal.
Iternal is a member of AWS Activate, a program that helps startups accelerate bringing their ideas to the marketplace. It’s also part of Inception, the startup accelerator from NVIDIA, an AWS Partner. By working alongside AWS and NVIDIA, Iternal has accelerated the delivery of enterprise-grade solutions for its customers. Using AWS infrastructure, including NVIDIA GPU-based instances, Iternal saved 2,000 hours of development time and launched a suite of generative AI solutions that aim to transform marketing operations worldwide. “The ability to scale quickly is by far the biggest benefit of using AWS,” says Steve Williams, chief technology officer (CTO) at Iternal. “We can deliver enterprise-grade capacity as a managed service anywhere in the world in a few minutes, and our customers highly value that.”
Opportunity | Using Amazon EC2 to Power Generative AI Solutions for Iternal
Iternal was founded to revolutionize marketing with an idea pulled from the history books: the assembly line. Rather than investing time and energy into creating assets that will no longer be useful after 6 months, Iternal set out to create personalized, relevant assets using modular blocks of content that are curated and combined by generative AI. To achieve this futuristic vision, Iternal needs reliable access to computing power at scale. The company chose to build its product suite directly on AWS to access the compute resources it requires. “The value of using AWS was to accelerate development on innovative technologies and bring them to a global set of enterprise customers who need multiregional availability,” says Williams.
Because Iternal is part of Inception, it was among the first to gain access to NVIDIA Riva voice cloning capabilities. It then used Amazon Elastic Compute Cloud (Amazon EC2), a broad and deep compute service, to get a proof-of-concept generative AI voice product up and running in 2 weeks. More specifically, Iternal used Amazon EC2 P3 Instances, which have up to 8 NVIDIA V100 Tensor Core GPUs for machine learning and high-performance computing applications, to power the solution. “We move very fast on AWS,” says Hanby. “We deploy at least four new enterprise-grade products a year.”
We move very fast on AWS. We deploy at least four new enterprise-grade products a year.”
John Byron Hanby IV
Founder and CEO, Iternal Technologies
Solution | Deploying AI for New Customers in as Little as 30 Minutes on AWS
Iternal wanted to build on AWS because it needs to scale at will when training highly complex models to deliver accurate marketing assets. Its voice cloning initiative was a case in point. As the voice model training grew more compute intensive, Iternal had to spin down its old cluster, which used Amazon EC2 P3.2xl instances, and deploy a new set of infrastructure that had four times the memory using Amazon EC2 P3.16xl instances. Within 90 minutes, the company had spun up the new system and completed model training. “The ability to iterate and deliver capabilities faster when we’re not exactly sure how much compute is required is very valuable,” says Hanby. As of 2023, Iternal uses those capabilities to offer a near-real-time AI voice product with a latency of merely 300 milliseconds.
Iternal provides automation and generative AI technology in more than 300 unique language locales around the world, so the company must meet a wide variety of infrastructure requirements across its deliverables. It uses AWS services to meet those requirements. For instance, Iternal chose Amazon Elastic Kubernetes Service (Amazon EKS), a managed Kubernetes service, to run Kubernetes in the cloud. “The combination of Amazon EKS backed by Amazon EC2 P3 Instances gives our team a full-service suite of tools so that it can focus on building innovative products,” says Williams.
Speed and ease of use are critical for Iternal and its customers. The company delivers products that are ready to use out of the box by sales and marketing professionals who prefer to focus on deals rather than technology. The goal is to provide immediate value to use cases, regardless of who the user is. “We effectively empower enterprise organizations to scale by having 1 person do the work of 30 people at a tenth of the legacy cost,” says Hanby. That means a 30-times improvement in return on investment (ROI) as well as a 90 percent cost savings.
Iternal wants its solution not only to be straightforward to use but also to deploy quickly at the enterprise level. “Our average customer time to value is less than 14 days,” says Hanby. By harnessing AWS computing power, Iternal can deploy its AI offering to a new customer in as little as 30 minutes. Iternal then takes the time it saves on development and deployment and reallocates it to innovation.
Outcome | Tackling New Use Cases Working alongside AWS and NVIDIA
As far as Iternal is concerned, there is no end to the potential applications of AI. “There are always new use cases and new tech that we can develop, and that’s what makes using generative AI fun,” says Hanby. “With the computing and infrastructure flexibility that we get on AWS and the innovative capabilities that NVIDIA brings, we can take on very complex use cases quickly.” Next, the company is targeting the emerging digital human economy, in which humanlike digital avatars will enhance online experiences.
Iternal is excited to be extending the horizon of possibility with generative AI. With a scalable infrastructure and powerful computing in place, the company is confident that it will continue advancing innovation. “AWS and NVIDIA have been great to work alongside to scale our business globally and provide a reliable service that customers can use across regions,” says Williams.
About Iternal Technologies
Iternal Technologies, a hyperpersonalization company, uses generative artificial intelligence to automate content creation across solutions for sales and marketing organizations. The company provides its solutions to enterprise clients worldwide.
AWS Services Used
Amazon Elastic Kubernetes Service (Amazon EKS) is a managed Kubernetes service to run Kubernetes in the AWS cloud and on-premises data centers.
Amazon Elastic Compute Cloud (Amazon EC2) offers the broadest and deepest compute platform, with over 600 instances and choice of the latest processor, storage, networking, operating system, and purchase model to help you best match the needs of your workload.
Amazon EC2 P3 Instances
Amazon EC2 P3 instances deliver high performance compute in the cloud with up to 8 NVIDIA® V100 Tensor Core GPUs and up to 100 Gbps of networking throughput for machine learning and HPC applications.
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