e& UAE yesterday announced a partnership with Amazon Web Services (AWS) to deploy advanced generative artificial intelligence (GenAI) technologies. These technologies are set to create real-time personalised recommendations, offering customised news feeds, product recommendations, and exclusive promotional materials to enhance customer experiences.
In line with the partnership, e& UAE will use Amazon Bedrock and Amazon SageMaker to seamlessly integrate a suite of GenAI use cases, personalising recommendations beyond traditional algorithms. Amazon Bedrock is a fully managed service that offers a choice of high-performing foundation models (FMs) from leading AI companies via a single API, along with a broad set of capabilities needed to build GenAI applications with security, privacy, and responsible AI. Amazon SageMaker provides all the machine learning (ML) components in a single toolset. It helps users build, train, and deploy ML models for any use case with fully managed infrastructure, tools, and workflows, ensuring faster production.
The AI-driven innovation analyses intricate customer preferences to present tailor-made product suggestions, enhancing customer engagement and satisfaction. Furthermore, it will empower customers to pioneer and experiment with GenAI, automating complex operations and providing customer-specific, contemporary solutions within applications.
Khalid Murshed, Chief Technology and Information Officer, e& UAE
Our collaboration with AWS opens exciting possibilities, allowing us to deliver exceptionally unique experiences for our customers with intelligent, personalised recommendations. By harnessing the power of GenAI, we are shaping the future of customer experience, offering distinctive and captivating services while pioneering novel use cases. This reinforces our position as a leader in the AI era and affirms our commitment to advancing the frontiers of innovation.
Bernard Najm, Vice President, Telco MEA, AWS
At AWS, we are thrilled to help e& UAE harness Amazon Bedrock and Amazon SageMaker to revolutionise the telco digital landscape. Together, we can explore new pathways for customer interaction and service personalisation. With e& UAE’s dedication to innovation and AWS’s comprehensive set of AI capabilities, we are venturing into an era where GenAI will create new opportunities to deliver enhanced customer experience and improved telecom operations.
