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e& UAE and Amazon Web Services (AWS) will jointly deploy advanced generative artificial intelligence (GenAI) technologies. In line with the partnership, e& UAE will use Amazon Bedrock and Amazon SageMaker to seamlessly integrate a suite of GenAI use cases, personalizing recommendations beyond traditional algorithms, offering customized news feeds, product recommendations, and exclusive promotional materials to enhance customer experiences.

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Amazon Bedrock is a fully managed service that offers a choice of high-performing foundation models (FMs) from leading AI companies via a single API, along with a broad set of capabilities needed to build GenAI applications with secure, private, and responsible AI. Amazon SageMaker provides all the machine learning (ML) components in a single toolset. It helps users build, train, and deploy ML models for any use case with fully managed infrastructure, tools, and workflows, ensuring faster production.

"Our collaboration with AWS opens exciting possibilities, allowing us to deliver exceptionally unique experiences for our customers with intelligent, personalized recommendations,” said Khalid Murshed, Chief Technology and Information Officer, e& UAE.

With over 25 years of exceptional expertise in AI and ML technologies, AWS is the ideal partner for e& UAE when it comes to leveraging the full potential of GenAI.  

Also Read: MWC24: e& UAE Sets Stage for Intelligent 10 Giga Experience

"At AWS, we are thrilled to help e& UAE harness Amazon Bedrock and Amazon SageMaker to revolutionize the telco digital landscape. Together, we can explore new pathways for customer interaction and service personalization,” said Bernard Najm, Vice President, Telco MEA at AWS. “With e& UAE’s dedication to innovation and AWS’s comprehensive set of AI capabilities, we are venturing into an era where GenAI will create new opportunities to deliver enhanced customer experience and improved telecom operations."

e& UAE continues to lead the way in AI integration across its solutions and services. Last year, the telco launched the e& UAE Autonomous Store Experience (EASE), the world’s first autonomous telecom store powered by AI. The company also employs innovations such as AI voice authentication, which ensures privacy and security via voice print authentication for e& UAE’s call centers. It also employs an AI-driven recommendation engine for hyper-personalized services on its apps, Smiles and My etisalat, identifying preferred channels, products, and offers based on user behavior.

Also Read: e& and Vodafone Empower Operators with Cutting-Edge Voice Solutions

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