I’ve arrived in Las Vegas for AWS re:Invent. It is, as you might expect, rather large. The sensory overload is significant, but amidst the noise, Amazon Connect is making a quiet but bold promise: they want to make customer service agents “superhuman.”
It’s a fascinating concept. The idea isn’t to replace the human on the phone but to give them a teammate that actually does things.
Before we get into the details, if you are trying to keep track of everything happening this week, you can find our full AWS re:Invent 2025 Event Guide here and our full re:Invent hub of news here.
The headline news centers on ‘Agentic AI’—a term you are likely familiar with by now. Amazon Connect is rolling out 29 new capabilities designed to show it’s more than just a buzzword. Unlike the rather rigid chatbots that would get confused if you phrased a question the wrong way, these agents can reason, look up accounts, and process requests. The goal is to handle the drudgery, the notes, the summaries, the form-filling, so the human agent can focus on being, well, human.
Here is what that actually looks like for the people doing the work.
Agents Get Instant Access to Enterprise Knowledge
There is nothing worse than being on the phone and not knowing the answer. It’s awkward for everyone.
To fix this, Amazon Connect is connecting its AI agents directly to enterprise knowledge bases via Amazon Bedrock. It means the AI can pull accurate answers instantly during a conversation.
They have also added support for the Model Context Protocol (MCP). It sounds technical, but it essentially means the AI can talk to other systems—like inventory databases or order management platforms—without a fuss. And for those already invested in the ecosystem, these AI features now extend seamlessly into the Salesforce Contact Center.
Amazon Connect Just Made Proactive Outreach Easier for Service Teams
Ideally, you fix the problem before the customer has to call you.
The new “Journeys” feature allows businesses to design multi-step experiences that adapt based on what the customer does. Combined with new predictive insights, the system can spot churn risks or purchasing interests and suggest reaching out proactively.
They have also added WhatsApp support for outbound campaigns. Given how much of the world lives on that app, it feels like a necessary addition.
Amazon Connect Delivers Complete Visibility for Teams Trusting Autonomous AI
Handing control over to an AI can feel a bit risky. To calm those nerves, Amazon Connect has introduced “enhanced observability.”
You can now see exactly why the AI made a decision, what tools it used, and how it got there. It provides a level of transparency that has been missing. They have also added tools to simulate thousands of interactions, so you can test how the AI behaves before you let it loose on real customers.
Global Brands Get Genuinely Human Voice Interactions
Robotic voices are usually a bit odd. They kill the mood.
Amazon Connect is launching “Nova Sonic” voices. These are designed to sound genuinely human, with the ability to handle interruptions gracefully and understand different accents.
If you prefer other flavors, they have also opened the platform to third-party speech tools like ElevenLabs and Deepgram. It gives businesses a choice, which is always nice.
Amazon Connect Removes Analytics Headaches for Managers with Natural Language Queries
If you have ever stared at a complex dashboard wondering why call volumes are spiking, this might appeal to you.
Amazon Connect is introducing an AI assistant for managers that lets you ask questions in plain English. You can simply ask, “Which agents need coaching on product knowledge?” or “What is causing the spike in call volume today?”
The AI digs through the data and gives you an answer. It removes the friction of needing to be a data scientist just to run a contact center, which seems like a rather sensible move.
What’s Next?
I began to wonder if we are moving toward a world where the “superhuman” agent is the standard, not the exception. It is a lot to digest.
We will be digging into this all week. Stay tuned for exclusive video interviews and a few more scoops from the event floor here on CX Today.
