AI Should Solve the Problem, Not Deflect the Customer

Pasquale DeMaio, VP of Amazon Connect at AWS, discusses how Connect customer is shifting from call-center software to an AI-first customer-engagement platform. He argues enterprises should use deterministic workflows plus agentic AI to solve problems, not deflect customers, while adding multimodal voice/chat, live app synchronization, and customer profiles for context, compliance, and scale.

Key points

• Amazon Connect now blends agentic AI with deterministic workflows for repeatable actions like balance transfers and authentication.
• DeMaio warns against AI designed to deflect customers; the goal is faster resolution and better brand experience.
• New live sync ties app and voice experiences together, letting customers act on canceled flights in real time.
• Customer profiles pull siloed interaction history into one view to improve context for agents and bots.
• Amazon Connect supports multilingual voices and natural-language configuration to speed changes and testing.
• AWS says the platform handles 23 million interactions a day and serves major airlines and other enterprises.