Amazon Connect is the lead for AWS when it comes to taking a bunch of building blocks and "primitives" and compiling them for enterprise use cases. Amazon Connect isn't about being a contact center application as much as it is addressing customer-facing use cases starting with service.
The Amazon Connect playbook is being used for multiple product areas such as Amazon Bedrock, AgentCore and AWS Security Hub to name a few. Amazon Connect has surpassed $1 billion in annual recurring revenue.
During a re:Invent 2025 keynote Wednesday, Colleen Aubrey, SVP, Applied AI Solutions at AWS, said Amazon Connect a precursor to an AI-powered future of work that revolves around more than automation and efficiently. "What I've learned building on Amazon is that transformation and agility are not opposites. They're actually partners," said Aubrey. "The real prize of AI is new products, new services, better customer experiences and new business models, not less effort."
AI agents require a rethinking of work. Aubrey said one of the places where AI has become a teammate is Amazon Connect, which is used internally for customer service, as well as multiple enterprises. "What we see across many customers is that the center of gravity for customer experience is the same. It's starting in the contact center. But let's be clear, the contact center have expanded beyond just the interactions," said Aubrey.
At re:Invent 2025, Amazon Connect rolled out agentic self-service tools that give AI agents the ability to understand, reason and act across voice and messaging channels. AI agents can automate routine and complex tasks and supervisors can spin them up with tracking and identity-based security.
More from re:Invent 2025
- AWS CEO Garman on hardware ambitions, Trainium demand, AI and jobs
- AWS adds doubles down on customizing, fine tuning AI models, agents
- AWS' Kiro launches autonomous agents for individual developers
- AWS adds AI agent policy, evaluation tools to Amazon Bedrock AgentCore
- AWS launches Amazon Nova Forge, Nova 2 Omni
- AWS launches AI factory service, Trainium 4 with Trainium 4 on deck
- AWS Transform aims for custom code, enterprise tech debt
- AWS, Google Cloud engineer interconnect between their clouds
- AWS Marketplace adds solutions-based offers, Agent Mode
Amazon Connect is also the biggest beneficiary of Nova Sonic, AWS's advanced speech model. Amazon Connect leverages Sonic but also a set of models via Amazon Bedrock and Bedrock AgentCore underneath.
In addition, Amazon Connect is getting tools to analyze conversations for context and sentiment and prepare documentation and handling routine processes. Amazon Connect also has AI-powered product recommendations to turn conversations into potentially revenue-driving engagements.
Other features new to Amazon Connect include:
- AI agent observability so enterprises can see what the AI understood, what tools were used and how decisions were made.
- Workflow testing before going live and evaluations of both AI and human customer service reps.
- A preview of agentic AI for healthcare patient engagement.
