AWS Field Experience (AFX) empowers Amazon Web Services (AWS) sales teams with generative AI solutions built on Amazon Bedrock, improving how AWS sellers and customers interact. The AFX team uses AI to automate tasks and provide intelligent insights and recommendations, streamlining workflows for both customer-facing roles and internal support functions. Their approach emphasizes operational efficiency and practical enhancements to daily processes.
Last year, AFX introduced Account Summaries as the first in a forthcoming lineup of tools designed to support and streamline sales workflows. By integrating structured and unstructured data—from sales collateral and customer engagements to external insights and machine learning (ML) outputs—the tool delivers summarized insights that offer a comprehensive view of customer accounts. These summaries provide concise overviews and timely updates, enabling teams to make informed decisions during customer interactions.
The following screenshot shows an example of Account Summary for a customer account, including an executive summary, company overview, and recent account changes.
Migration to the Amazon Nova Light foundation model
Initially, AFX selected a range of models available on Amazon Bedrock, each chosen for its specific capabilities tailored to the diverse requirements of various summary sections. This was done to optimize accuracy, response time, and cost efficiency. However, following the introduction of state-of-the-art Amazon Nova foundation models in December 2024, the AFX team consolidated all its generative AI workload onto the Nova Lite model to capitalize on its industry-leading price performance and optimized latency.
Since moving to the Nova Lite model, the AFX team has achieved a remarkable 90% reduction in inference costs. This has empowered them to scale operations and deliver greater business value that directly supports their mission of creating efficient, high-performing sales processes.
Because Account Summaries are often used by sellers during on-the-go customer engagements, response speed is critical for maintaining seller efficiency. The Nova Lite model’s ultra-low latency helps ensure that sellers receive fast, reliable responses, without compromising on the quality of the insights.
The AFX team also highlighted the seamless migration experience, noting that their existing prompting, reasoning, and evaluation criteria transferred smoothly for the Amazon Nova Lite model without requiring significant modifications. The combination of tailored prompt controls and authorized reference content creates a bounded response framework, minimizing hallucinations elements and inaccuracies.
Overall impact
Since using the Nova Lite model, over 15,600 summaries have been generated by 3,600 sellers—with 1,500 of those sellers producing more than four summaries each. Impressively, the generative AI Account Summaries have achieved a 72% favorability rate, underscoring strong seller confidence and widespread approval.
AWS sellers report saving an average of 35 minutes per summary, a benefit that significantly boosts productivity and allocates more time for customer engagements. Additionally, about one-third of surveyed sellers noted that the summaries positively influenced their customer interactions, and those using generative AI Account Summaries experienced a 4.9% increase in the value of opportunities created.
A member of the AFX team explained, “The Amazon Nova Lite model has significantly reduced our costs without compromising performance. It allowed us to get fast, reliable account summaries, making customer interaction more productive and impactful.”
Conclusion
The AFX team’s product migration to the Nova Lite model has delivered tangible enterprise value by enhancing sales workflows. By migrating to the Amazon Nova Lite model, the team has not only achieved significant cost savings and reduced latency, but has also empowered sellers with a leading intelligent and reliable solution. This process has translated into real-world benefits—saving time, simplifying research, and bolstering customer engagement—laying a solid foundation for ongoing business goals and sustained success.
Get started with Amazon Nova on the Amazon Bedrock console. Learn more at the Amazon Nova product page.
About the Authors
Anuj Jauhari is a Senior Product Marketing Manager at Amazon Web Services, where he helps customers realize value from innovations in generative AI.
Ashwin Nadagoudar is a Software Development Manager at Amazon Web Services, leading go-to-market (GTM) strategies and user journey initiatives with generative AI.
Sonciary Perez is a Principal Product Manager at Amazon Web Services, supporting the transformation of AWS Sales through AI-powered solutions that drive seller productivity and accelerate revenue growth.
