3 1 J U LY, 2 0 2 5 | A PJ

Select the right AI/ML and generative AI

tools for your use case

Melwin Pais
Senior Solutions Architect
AWS

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Session agenda
• AI overview and use cases

• Classification AI and predictive AI tools

• Generative AI tools

• Data, security and responsible AI

• Resources

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Expanding your AI toolbox on AWS

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AI, ML and generative AI
Artificial intelligence (AI)
Any technique that enables computers to mimic human intelligence using logic, if-then statements,
and machine learning

Machine learning (ML)

A subset of AI that uses machines to search for patterns in data to build logic models automatically

Classification AI and Predictive AI

A subset of ML that recognizes patterns to identify something (Classification AI) or
predicts future trends based on statistical patterns and historical data (Predictive AI)

Generative AI
A subset of DL that can create new content and ideas powered by large,
pretrained models called foundation models (FMs)

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 aiexplorer.aws.amazon.com

AI Use Case
Explorer
Easily find the most relevant AI
use cases with related content
and guidance to make them real

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Enhance customer Augment human Improve business New products
experience ingenuity operations and services

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AI-powered contact center Employee assistants Document processing

Chatbots and
Content generation Fraud preventions
virtual assistants

Personalization Forecasting Predictive maintenance

New use cases
Identity verification Code generation Machine translation

Content moderation Report generation Visual inspection

Process optimization

Enhance customer Augment human Improve business New products

experience ingenuity operations and services

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Personalization
Generate personalized recommendations to increase customer engagement

Requirements Solutions
• Deliver unique homepage experiences • Amazon Personalize for recommendations, personalized
search, ranking, content generation and next best action
• Help customers discover products faster
• Amazon SageMaker for advanced recommender systems
• Target customers more accurately
and BYO models
• Highlight new products, content, and promotion offerings

Customer references AI service ML service

Amazon Personalize Amazon SageMaker

Solution Solution
Maintaining personalized Personalized
experiences recommendations
with machine learning

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Conversational AI
Voice and text-based interfaces to enhance end user experience and increase customer satisfaction

Requirements Solutions
• Self-service bots • Automatic Speech Recognition (ASR)
• Virtual agents and assistants • Natural Language Understanding (NLU)
• Transactional bots • Natural Language Processing (NLP)
• Proactive help based on usage behavior • Language and named entity detection

Customer references Underlying AI services

Amazon Amazon Amazon Amazon Amazon

Lex Polly Transcribe Comprehend Translate

Solution
QnABot on AWS

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Content moderation
Create safe online environments, protect your brand, and minimize moderation costs

Requirements Solutions
• Improve safety for users and brands • Image recognition and video analysis
• Streamline content moderation operations • Contextual insights and sentiments
• Support domains like gaming, social media, e-commerce, • PII and PHI detection
advertising • Category detection & moderation
• Increase reliability and lower costs
• Human in the loop

Customer references Underlying AI services

Amazon Amazon Amazon Amazon Amazon

Augmented AI Rekognition Transcribe Comprehend Translate

Guidance
AWS Solution Guidance

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Identity verification
Enable secure and compliant digital experiences
Use case categories Solutions
• Customer onboarding & verification • Detect and classify identity document
• Online proctoring • Detect face liveliness
• Gig economy verification • Validate and compare selfie with ID
• Event & airport check-ins • Detect duplicate users
• Use challenges • Signature detection

Customer references Underlying AI services

Amazon Amazon
Rekognition Textract

Guidance
AWS Solution Guidance

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Intelligent document processing
Make faster decisions by automatically extracting and analyzing data from documents
Use case categories Solutions
• Insurance claims text extraction • Optical character recognition
• Mortgage applications data extraction • Form and table extraction
• Medical forms automation • Sensitive data redaction
• Financial invoices processing • Invoices and receipts processing
• Legal contract validations • Human in the loop

Customer references AI services ML service

Amazon Amazon Amazon Amazon

Comprehend Textract Augmented AI SageMaker

Solution Solution
Document understanding Extract and analyze
data from documents

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 Amazon End -to -en d ML j our ne y

SageMaker
Build, train, and deploy ML models for any
use case with fully managed infrastructure,
tools, and workflows
BUILD TRAIN DEPLOY

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 aiexplorer.aws.amazon.com

AI Use Case
Explorer
Easily find the most relevant AI
use cases with related content
and guidance to make them real

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 Generative AI
application

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Inc. or
or its
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Generative AI stack
A pp lic at ion s th at le ver age LLM s a nd oth er fo un da tion mod e ls ( FM s )

Amazon Q Amazon Q Amazon Q in Amazon Q in

Business Developer QuickSight Connect

Too ls to b uil d w ith LLM s a nd oth er F Ms

Amazon Bedrock

Guardrails Agents Studio Customization capabilities Custom Model Import

I nf ras tr uc tu re fo r F M t rain in g a nd inf er en c e

GPUs AWS Trainium AWS Inferentia Amazon SageMaker

Amazon EC2 Elastic Fabric Amazon EC2 AWS Nitro AWS Neuron
UltraClusters Adapter (EFA) Capacity Blocks

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Reinvent work with Amazon Q
BUSINESS

Amazon Q
Business

Knowledge search

Summarization

Content creation

Extract insights

Research & analysis

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Amazon Q for business

Query

Response Authenticated
Amazon Q user
Web experience

Data
Jira ServiceNow
sources Plugins

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Amazon Q for business

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Reinvent work with Amazon Q
BUSINESS

Amazon Q Amazon Q in
Business QuickSight

Knowledge search Understand data

Summarization Build & refine visuals

Content creation Build calculations

Extract insights Executive summaries

Research & analysis Create data stories

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Amazon Q in QuickSight

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Amazon Q in QuickSight

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Reinvent work with Amazon Q
BUSINESS SPECIALIZED USERS

Amazon Q Amazon Q in Amazon Q in

Business QuickSight Connect

Knowledge search Understand data Agent assist

Summarization Build & refine visuals

Content creation Build calculations

Amazon Q in
Extract insights Executive summaries AWS Supply Chain

Research & analysis Create data stories Supply chain

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Amazon Q in Connect

Detected or provided issue

Generated solution

Documents used to generate the

response & solution

Agents can chat with Amazon Q

for additional information

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Reinvent work with Amazon Q
BUSINESS SPECIALIZED USERS DEVELOPERS

Amazon Q Amazon Q in Amazon Q in Amazon Q

Business QuickSight Connect Developer
Knowledge search Understand data Plan application
Agent assist
Summarization Build & refine visuals Code generation

Content creation Build calculations Unit testing

Extract insights Executive summaries Amazon Q in Security scanning

AWS supply chain
Research & analysis Create data stories Code remediation
Supply chain
Code migration

Troubleshooting

Developer knowledge

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Amazon Q Developer supports developers across the SDLC
Plan
• Amazon Q Developer in the AWS Management Console (best practices, AWS
Well-Architected Framework, Amazon EC2 instance optimization)
• Business-specific application
• Explain code with conversational coding

Plan
Create
• Inline coding companion in IDE and CLI
• Software development
• Conversational coding

Test and secure

• Unit test generation Maintain and
• Security scanning and remediation modernize Create

Operate
• Troubleshoot errors (Amazon S3, AWS Lambda, Amazon EC2,
Amazon Elastic Container Service)
• VPC Reachability Analyzer
• Debug and optimize code with conversational coding
• Helps you optimize your AWS resources and costs [NEW]

Maintain and modernize

• Update code with Amazon Q Developer agent for code transformation
Operate Test and
secure

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Generative AI stack
A pp lic at ion s th at le ver age LLM s a nd oth er fo un da tion mod e ls ( FM s )

Amazon Q Amazon Q Amazon Q in Amazon Q in

Business Developer QuickSight Connect

Too ls to b uil d w ith LLM s a nd oth er F Ms

Amazon Bedrock

Guardrails Agents Studio Customization capabilities Custom model import

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When to use Amazon Bedrock?

To access a range of leading Enable data security and compliance

FMs via a single API

Privately customize FMs with Build agents that execute complex business
your own data tasks by dynamically invoking APIs

Extend the power of FMs with your data using

To get the best price performance
retrieval augmented generation (RAG)
without managing infrastructure

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 Amazon Bedrock
B R O A D E S T S E L E C T I O N O F F U L LY M A N A G E D M O D E L S F R O M L E A D I N G A I C O M P A N I E S

Effective Frontier intelligence Extended Multimodal Advanced High-quality video Advanced image Knowledge Software High-quality AI
reasoning & & industry leading thinking & search & reasoning, generation with & language summarization, engineering AI image
rapid analysis for price performance, coding, advanced comprehension, natural, coherent reasoning expert agents, & for large generation,
long context high-quality image & including retrieval scientific & motion & ultra- code enterprises easily
windows video generation computer use powering mathematical realistic details completion deployable
skills multilingual analysis, & code at scale
knowledge generation
agents

JAMBA AMAZON NOVA CLAUDE COMMAND DEEPSEEK-R1 LUMA RAY 2 LLAMA MISTRAL MALIBU STABLE DIFFUSION

EMBED MIXTRAL POINT

RERANK

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Amazon Bedrock – Digital assistant example

Amazon Cognito AWS Lambda Amazon Bedrock

9 (Foundation Model)

Submit Prompt
2 Authenticate user 5 Authorize request With retrieved Data

6
4 7
1
Send request Submit prompt
Login to assistant UI Send request
To service to Knowledge Base
to API

End users
AWS Amplify Knowledge Base
3 Amazon API Gateway AWS Lambda
for Amazon Bedrock

Ask assistant to Retrieve relevant data

make a search 8 from OpenSearch
using semantic search
Documents are Data ingested from
uploaded to Amazon Amazon S3 to Amazon
S3 OpenSearch Service

Enterprise Amazon S3 Amazon

documents (documents) OpenSearch
Service

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Amazon Bedrock - Guardrails

FM inference
User input FM output

Guardrail

Responsible AI policies

Denied topics Content filters PII redaction Word filter Grounding

Final response

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Generative AI stack
A pp lic at ion s th at le ver age LLM s a nd oth er fo un da tion mod e ls ( FM s )

Amazon Q Amazon Q Amazon Q in Amazon Q in

Business Developer QuickSight Connect

Too ls to b uil d w ith LLM s a nd oth er F Ms

Amazon Bedrock

Guardrails Agents Studio Customization capabilities Custom model import

I nf ras tr uc tu re fo r F M t rain in g a nd inf er en c e

GPUs AWS Trainium AWS Inferentia Amazon SageMaker

Amazon EC2 Elastic Fabric Amazon EC2 AWS Nitro AWS Neuron
UltraClusters Adapter (EFA) Capacity Blocks

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 • Access the latest and publicly available FMs

• Build FMs from scratch

• Customize FMs
Amazon SageMaker
Build, train, and deploy ML models • Run inference
at scale, including FMs
• Implement FMOps and governance

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Build with the broadest
selection of foundation
models
Available in Amazon SageMaker JumpStart

© 2025, Amazon W eb Services, Inc. or its affil iates. All ri ghts reserv ed.
Generative AI stack
A pp lic at ion s th at le ver age LLM s a nd oth er fo un da tion mod e ls ( FM s )

Amazon Q Amazon Q Amazon Q in Amazon Q in

Business Developer QuickSight Connect

Too ls to b uil d w ith LLM s a nd oth er F Ms

Amazon Bedrock

Guardrails Agents Studio Customization capabilities Custom model import

I nf ras tr uc tu re fo r F M t rain in g a nd inf er en c e

GPUs AWS Trainium AWS Inferentia Amazon SageMaker

Amazon EC2 Elastic Fabric Amazon EC2 AWS Nitro AWS Neuron
UltraClusters Adapter (EFA) Capacity Blocks

© 2025, Amazon W eb Services, Inc. or its affil iates. All ri ghts reserv ed.
 Generative AI
application

© 2025,
© 2025, Amazon
Amazon W eb Services,
W eb Services, Inc.
Inc. or
or its
its affil
affil iates.
iates. All
All ri
ri ghts
ghts reserv
reserv ed.
ed.
 Generative AI
application

Data foundation

Storage

Governance
& compliance

Databases,
analytics,
& data lakes
Data integration

© 2025,
© 2025, Amazon
Amazon W eb Services,
W eb Services, Inc.
Inc. or
or its
its affil
affil iates.
iates. All
All ri
ri ghts
ghts reserv
reserv ed.
ed.
End-to-end data foundation
Comprehensive Integrated Governed

Integrate
Data
Store, query, analyze Act
sources
DATA BAS ES DATA WARE HOU SE
BU SI NES S IN TELLIG EN CE
P EO P L E
I O T/
DEV ICES Amazon Aurora Amazon Redshift
Amazon QuickSight
DATA LA KE

A PP/ Amazon DynamoDB MA CH IN E APPS

G ENE RATIV E A I
LOGS LEA RNI NG
Amazon S3

Amazon Kinesis & BIG DATA

Amazon MSK Amazon Amazon D EV I C ES
TH IR D - PAR TY SageMaker Bedrock
D ATA Amazon EMR

Catalog and govern | AWS Lake Formation, Amazon DataZone

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 Enabling vector support across our services

A MA ZO N O P ENSE ARC H A MA ZO N A URO RA A MA ZO N RD S A MA ZO N M E MO RYD B A MA ZO N NE P TUNE A MA ZO N D O C UM ENT D B

SER VICE POST GRESQL FO R POST GRESQL

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Responsible AI

FAIRNESS EXPLAINABILITY CONTROLLABILITY SAFETY

Considering impacts on Understanding and Having mechanisms to monitor Preventing harmful system
different groups evaluating system outputs and steer AI system behavior output and misuse
of stakeholders

PRIVACY & SECURITY GOVERNANCE TRANSPARENCY VERACITY &

ROBUSTNESS
Appropriately obtaining, Incorporating best practices Enabling stakeholders to Achieving correct system
using and protecting into the AI supply chain, make informed choices outputs, even with unexpected
data and models including providers about their engagement or adversarial inputs
and deployers with an AI system

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 aiexplorer.aws.amazon.com

AI Use Case
Explorer
Easily find the most relevant AI
use cases with related content
and guidance to make them real

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Thank you!
Melwin Pais
Senior Solutions Architect
AWS

© 2025, Amazon W eb Services, Inc. or its affil iates. All ri ghts reserv ed.