The News: Amazon Web Services (AWS) and Twilio are expanding their longstanding partnership, announcing that they will be collaborating on predictive AI technologies that will help companies better understand their customers and deliver targeted, personalized experiences. This partnership will leverage Amazon SageMaker technology and Twilio Segment’s Customer Data Platform. The full announcement on this partnership can be found on Twilio’s website.
Twilio and AWS Expand Partnership, Leveraging Predictive AI
Analyst Take: AWS and Twilio will be working together to bring more relevant and personalized experiences to customers by combining capabilities of Amazon Sagemaker and Twilio Segment’s Customer Data Platform. The announcement particularly focuses on implementing predictive AI technologies. This expanded partnership is on the heels of Twilio’s June announcement of CustomerAI, a technology that combines large language models (LLMs) with the customer data that is flowing through Twilio’s Customer Engagement Platform.
Amazon Sagemaker brings the ability to build, train, and deploy machine learning (ML) models for any use case, while Twilio’s Segment CDP captures customer interaction data and consolidates it so that there is a centralized view of users and audience.
According to AWS and Twilio, the combination will offer customers out-of-the-box access to ML tools that can help predict future customer actions, making for better product, marketing, and customer engagement. For instance, this predictive AI could be used to identify a particular offer or feature that could inspire a purchase, or better yet, deepen loyalty to a brand as that customer is receiving what they wanted, in the way they wanted, and without having to work too hard to get to that understanding.
According to Alex Millet, Senior Director of Product at Twilio, “Our vision for Twilio CustomerAI is to empower businesses to recreate the types of trusted relationships you have with a local business at digital scale. It’s clear to me that Twilio has the strongest dataset of customer engagement interactions and the platform to make this happen. With AWS’ predictive AI technologies, we are rapidly developing AI-native features and APIs. We believe our tools will change the way marketers, contact centers, developers, and data teams deliver these world-class customer experiences.”
Personalization is an important part of customer experience but it has always been one of those strategies that has to walk the tightrope between customers feeling known in a good way and feeling known in an intrusive way. The right combination of technologies can help bridge this gap, so it is good to see the Twilio-AWS relationship evolve and maximize each other’s strengths.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
Other Insights from The Futurum Group:
Twilio’s CustomerAI Technology Enables One-to-One Customer Engagement
Customer Engagement Can Drive Revenue Growth and Support Financial Goals
Twilio-Qualtrics Integration Supports Enriched Customer Profiles
Author Information
As a detail-oriented researcher, Sherril is expert at discovering, gathering and compiling industry and market data to create clear, actionable market and competitive intelligence. With deep experience in market analysis and segmentation she is a consummate collaborator with strong communication skills adept at supporting and forming relationships with cross-functional teams in all levels of organizations.
She brings more than 20 years of experience in technology research and marketing; prior to her current role, she was a Research Analyst at Omdia, authoring market and ecosystem reports on Artificial Intelligence, Robotics, and User Interface technologies. Sherril was previously Manager of Market Research at Intrado Life and Safety, providing competitive analysis and intelligence, business development support, and analyst relations.
Sherril holds a Master of Business Administration in Marketing from University of Colorado, Boulder and a Bachelor of Arts in Psychology from Rutgers University.
