00:00Between last night and today's sessions, you heard a lot about the evolving industry, as well as the changes and audience preferences in the way that content is being consumed.
00:10And I'm going to talk to you a bit about how you can leverage AI as well as AI agents built on AWS to really meet the needs of a demanding and modern audience,
00:19as well as cultivate multi-channel monetization opportunities across your entertainment stacks.
00:23All right. So at AWS, we've been working with entertainment customers around the world for over 20 years.
00:36These include content studios that are focused on traditional content, as well as music, global streamers, broadcasters, game developers.
00:44I know you just heard from my corporate cousin at Twitch, as well as betting and gaming organizations, digital publishers and sports leagues, just to name a few.
00:52And the reason we work so well with these customers is that they pick AWS because we have the most purpose-built services to meet the evolving needs of the industry,
01:00as well as we offer broad choice when it comes to different partners that they can leverage that will meet their needs as well.
01:07Speaking of evolving needs, we've been talking a lot about artificial intelligence and machine learning.
01:12And at Amazon, we've been deploying AI ML across our organization for over 25 years.
01:16We use it in our retail business.
01:19You can see it in our fulfillment centers, and you can witness it today when you watch prime video.
01:24And we've extended so many of the technical elements to our customers.
01:28And we've really focused on how we could also stay true to core principles that we believe matter to the industry.
01:34These include security and privacy, resiliency.
01:38They also include indemnification, which is incredibly important to this industry.
01:42And finally, the ability to be able to spin up things and traverse them globally in an instant.
01:48Now, I mentioned Prime Video, another one of our corporate cousins that leverages AWS tech at scale to create really differentiated viewing experiences.
01:56And I want to show you a couple of examples of how they're leveraging AI in their viewing experiences today.
02:01So, first, I want to talk about AI topics.
02:05If you go on Prime Video today, AI topics uses AI to understand what you like to watch.
02:10And then it organizes that content into logical topic areas.
02:15It's a great way so that you don't have to endlessly search.
02:18And you can find things instantaneously that might delight you.
02:21You can also leverage a voiceover service, which we call Jump to Scene, which makes it possible for me to say,
02:26show me that scene from Moneyball where Scott Heddeberg hits the home run and boom, right there.
02:31You don't need to scroll to find it.
02:32It just appears.
02:34And if you're like me and you tend to fall asleep while watching a series over the course of time,
02:39you may need a refresher on what actually happened in the series.
02:42X-Ray Recaps uses artificial intelligence to be able to, spoiler-free,
02:47create recaps of an entire season as well as an episode or even pieces of an episode.
02:52Really, really cool ways that the AI is actually being used,
02:55and you can leverage that right now as a Prime Video customer.
03:00Now, speaking of customers, we also work with international sports organizations
03:04who leverage our AI to be able to really enhance their fan experience.
03:08The PGA Tour is an example.
03:10They use AI from AWS to be able to enhance the fan experience through TourCast
03:15as well as be able to provide probability analytics and automate commentary.
03:20Formula One is another fantastic example.
03:23They've leveraged our AI agents in order to be able to understand
03:26when something is going wrong in their network and get to root cause analysis faster,
03:30taking what used to take maybe three weeks to remediate to minutes.
03:35And then finally, I'm very delighted to announce that just last week,
03:38we announced our partnership with the NBA.
03:40The NBA is AWS, excuse me, AWS is the NBA's official cloud and cloud AI partner.
03:47We're going to be launching NBA Inside the Game, powered by AWS,
03:51which is going to be able to create a platform to ingest billions of different data points
03:55throughout a season of a game and then create really amazing insights as well as fan experience moments.
04:01So we're just getting started.
04:03Now, I talked a lot about some of these incredible outcomes that we're able to deliver with customers.
04:07We also believe that our customers want choice.
04:10We don't believe that when it comes to artificial intelligence,
04:13as you heard from many of the speakers across the last two days,
04:16they need to have choice when it comes to tech.
04:18And choice is inherent when we look at AWS.
04:22We offer the broadest set of chipsets from GPUs for our customers
04:26who want to build out their own foundational models
04:28to applications that can boost productivity,
04:30including a new Vibe Coding Assistant called Kiro,
04:33if you're a non-developer and you want to start to play with some of these services.
04:36We also provide access to over 100 different foundational models,
04:41including from Meta, from OpenAI, from DeepSeek,
04:45as well as increasingly very industry-specific models like 12 Labs and Luma, to just name a few.
04:54Now, Amazon Bedrock, which is our fully managed AI service, also provides access to agents.
05:00There's a lot of buzz about agents.
05:01What's an agent?
05:02Well, an agent is much more than a bot.
05:04It's something that can be – it's a software program that is highly sophisticated,
05:09and it can interact with its environment in order to be able to accomplish predefined tasks.
05:14We believe at Amazon that soon there's going to be billions of agents
05:17that are going to be working alongside of humans.
05:20They're going to help us augment our capabilities.
05:22They're going to help us accelerate our innovation,
05:24and they're going to ultimately increase our productivity.
05:27It's very exciting to see what can happen with these agents.
05:29Now, beyond the hype of agents, what's more important than an agent is an outcome.
05:34And we're seeing so many of our entertainment customers across AWS now leverage AI to be able to deliver on things,
05:40like being able to understand and monetize decades' worth of archival content that might have been just collecting dust over time.
05:47They can now breathe new life into that, search it instantaneously to cultivate new viewing experiences for their fans.
05:54We're also using it to be able to create more optimized return on investments across campaigns,
05:59and as I just showed you with Prime Video, we're using it to enhance the viewing experience across Content Macroly.
06:07Now, I'm going to leave you with one thing,
06:10and it's I really want you all to lean into the genius of the word and.
06:14At Amazon, we often say that there is tyranny in the word or.
06:18It forces you to have to choose between binary options, meaning you can't have it all.
06:23With AWS and with Amazon, we believe in the genius of and.
06:28You can pick whatever chipsets you want to leverage, whichever models,
06:31whichever frameworks across the agentic space,
06:35whichever applications you want to leverage,
06:37and still have the enterprise-grade security,
06:39the privacy, and the support that you would expect from the world's most comprehensive
06:44and broadly adopted cloud.
06:46And with that, I can't wait to see what you all invent.
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