AWS launches a major update for Amazon Connect featuring "Agentic AI"... Build within 1 hour

Enterprises pursuing customer experience innovation are accelerating the construction of next-generation contact center platforms, with Amazon Web Services (AWS) Amazon Connect emerging as a core technology. At the AWS re:Invent 2025 conference in Las Vegas, Amazon Connect unveiled 29 new features, marking a major turning point in the platform’s transformation. At its core lies AI-based “agentic” technology, which goes beyond simple automation by aiming to create AI “colleagues” capable of collaborating with human customer service agents.

Pasquale DeMaio, Vice President of AWS Connect, emphasized at the event: “We are entering the era of a ‘complete agentic platform,’ where AI is involved at every touchpoint of the customer journey,” and elaborated on a new paradigm where customers experience AI assistance throughout the process, from self-service to connecting with live agents.

As of last year, Amazon Connect had handled 12 billion minutes of AI-based user experiences, doubling year-over-year. Building on this foundation, the latest update introduces bi-directional voice-to-voice integration with AWS’s cutting-edge AI model, “Nova.” DeMaio highlighted the immediacy and accessibility of the technology, stating, “Our goal is to enable enterprises to experience AI-powered customer service within an hour.”

The rapid adoption of “agentic AI” in enterprise infrastructure is striking. DeMaio asserted, “Within the next two years, the term ‘agentic’ may not even be used anymore,” predicting that all enterprises will transform into organizations equipped with AI assistants. This signifies a shift from merely using automation to replace human agents, toward a new direction of empowering and maximizing the performance of customer service staff through AI.

Since its inception, Amazon Connect has made “time to outcome”—minimizing build cycles—a core success factor. This update is also designed to be set up within an hour, delivering industry-leading AI customer service without complex integration, thereby creating significant differentiation from competing platforms.

With this release, AWS has made clear its determination to help enterprises move beyond cloud computing and seize a leading position in the future-defining field of AI. Particularly in the contact center domain, where the benefits of artificial intelligence are most tangible, how the concept of agentic AI will permeate the broader market remains an area to watch.