- Amazon has developed internal guidelines for salespeople in the field of generative AI.
- This handbook shares talking points and email templates for sales reps who contact customers.
- This shows that Amazon is leveraging OpenAI while highlighting its long history in AI.
Amazon is rushing to take advantage of generative AI, using its long history in machine learning and a suite of related cloud products as key selling points in reaching enterprise customers interested in this new technology.
The strategy is revealed in detailed internal sales guidelines entitled “Generative AI Sales Playbook” obtained by Insider. This 12-page document is a “work in progress” and includes email templates for customer correspondence, conversation starter examples for different audiences, and how to position your company against competitors such as OpenAI. Includes tips.
Instead of selling a specific product, the primary purpose of the sales strategy is described as “encouraging customers to leverage generative AI technology within their products, content and customer experiences.” Amazon has so far taken a neutral approach to AI, avoiding being tied to any particular startup or launching its own consumer apps like OpenAI’s ChatGPT and Google’s Bard. It’s here.
The guidelines kick off a conversation with senior leaders at other companies to help customers deploy new AI software to AWS services (such as SageMaker, a platform that helps build and deploy machine learning models launched in late 2017). It is also intended to be hosted on
“We help our customers start their technological journey to integrate generative AI capabilities within their software and operations, all with custom ML models that we host using AWS Managed ML Services (SageMaker). ” says the handbook.
The guidelines could help Amazon push even harder in the generative AI space, where companies like Microsoft, OpenAI, Anthropic, and Google have been leading the way in the early days. To do this, Amazon is now heavily focused on his successful AWS cloud business in the absence of hit consumer AI applications like ChatGPT.
In an email to Insider, an Amazon spokesperson said the company has more than 20 years of experience in machine learning and AI, and many products already leverage those technologies.
“We have a large team innovating, experimenting, and prototyping generative AI technologies. AWS and Amazon have delivered meaningful innovations in AI and ML for decades. We have over 10,000 customers using AWS for their AI applications,” the spokesperson said. statement.
“ChatGPT is a completely new and experimental product”
This guideline highlights the appeal of SageMaker to companies looking to build their own generative AI services. For example, SageMaker says it provides access to some of its top-level foundational models, the giant general-purpose AI models that underpin many of the most successful generative applications to date.
“Many of the world’s leading foundational models (including models provided by Stability AI, AI21 Labs, Amazon Alexa, LightOn, Hugging Face, etc.) are available through SageMaker, and customers can easily get started with these through SageMaker JumpStart. We can,” the company said. . JumpStart provides quick access to pre-trained AI models and tools that enable specific tasks such as image generation.
OpenAI CEO Sam Altman
Drew Angerer/Getty Images
The guidelines also encourage Amazon sellers to position AWS as a more experienced vendor than competitors such as OpenAI, which released its first mainstream app ChatGPT last year. While acknowledging ChatGPT’s immense popularity and ability to provide sophisticated answers, and its parent company’s OpenAI’s fast and affordable large-scale language models, Amazon’s guidelines set his OpenAI experience at scale. We downplay it as a shallow startup.
“ChatGPT is a brand new experimental product launched in late 2022. In comparison, AWS has hundreds of thousands of customers hosting their mission-critical ML workloads on Amazon SageMaker,” the company said. increase.
Amazon also lists Microsoft Azure, Google’s AI division DeepMind, and Google Cloud Platform as competitors. The document mentions Sparrow, a potential rival to his ChatGPT that DeepMind is working on, and also praises his AlphaFold, his breakthrough DeepMind technology that can predict protein structure. increase.
In addition to SageMaker, Amazon recently released a new AI building platform Bedrock and its own underlying model called Titan. It’s also working on a number of consumer apps with ChatGPT-like features, including his updated Alexa voice assistant and a new home robot project called Burnham, as previously reported by Insider. .
conversation starter
The guidelines also include sample conversation starters for different audiences.
For example, Amazon sales reps have been instructed to focus on how generative AI can “improve efficiency by automating operations,” according to the document. ing. For more technical executives, I suggest moving the conversation toward “personalized, media-rich content” and rapid adoption of ML models.
For companies unfamiliar with AI concepts, Amazon salespeople are told to start with the “art of possibility” conversation. This allows you to inspire your executives with “generative AI best practices.”
For those with a little more experience with AI, we encourage Amazon salespeople to recommend new generative AI capabilities and AWS products to accelerate your development process. It also suggests holding “two-way roadmap transparency meetings (RTM)” to learn about customers’ upcoming AI projects. If customers are already at the stage of building their own generative AI apps, Amazon salespeople should host technical training workshops to introduce AWS services, he said.
We’ve also shared two different email templates that sales reps can use for referrals. The first is for starting an initial conversation and the second is for potential customers who are more experienced in the generative AI space.
Here is the email template:
Scenario 1: Sending an email to a new executive with the goal of opening the door to the first conversation with the new executive
Subject: Meeting to discuss how generative AI will impact users [business/product/technology/marketing /digital] strategy
Hi [Customer Name],
reaching out from [Team Name] Here at AWS. Our team is focused on helping organizations that: [space/industry/sector] Discuss core digital strategies and AI/ML initiatives.
We’ve never met before, but we have some ideas on what to do [Company Name] Potentially leveraging generative AI to [specific outcome idea, tailored for the role you are emailing]. Recently, I have personally been inspired by: [refer to relevant examples provided above]And we thought there were some interesting similarities between your two companies.
Would it be possible for us to have a short call, perhaps sometime next week, to introduce ourselves more formally and discuss how my team can work with you on your journey to adopting generative AI?
thank you,
[Your signature]
Scenario 2: Send an email to a customer who has already endorsed Utilization of AI Machine learning in business
Subject: AWS+ [Company Name] | Generative AI Strategy
Hi [Customer Name],
It was incredible to see the results [Company Name] Recently, AI and machine learning have made this possible.from [achieved result example 1] To [achieved result example 2], the results were impressive. I’m sure you’ve been hearing a lot lately, but there’s a new trend emerging in the AI space, and I’d like to talk to you about it.nevertheless [Company Name] is already leveraging AI for use cases such as: [achieved use case], have you and your team thought about how to leverage Generative AI capabilities to create more media-rich user experiences and automate some of the content generation? Inspired by Canva’s recent case study and how they released their text-to-image converter to over 100 million users in just a few weeks. Recently, customer demand for these fundamental ML capabilities (e.g., technologies offered by ML companies such as Stability AI, AI21, etc.) has been so high that AWS now makes these capabilities available through services such as SageMaker. I’m doing it.
can you connect [sometime next week] Want to talk more about how you and your team plan to leverage Generative AI and how AWS can be a stronger partner in your future endeavors?
number one,
[Your signature]
do you work for amazon? Any tips?
Contact reporter Eugene Kim via the encrypted messaging apps Signal or Telegram (+1-650-942-3061) or email (ekim@insider.com). Communicate using non-work devices. Check out Insider’s source guide Find more tips for sharing information securely here.
