Invent conference, Chief Executive Matt Garman says there is no end in sight to the artificial intelligence race.

The new updates to the contact center service, first introduced in 2017, include the ability to proactively reach customers for outbound campaigns and new capabilities of its Amazon Q assistant. The ability to proactively reach customers is designed to help enterprises address customer issues even before they occur.

The update was detailed today ahead of the cloud giant’s AWS re:Invent 2024 event, which will kick off on Monday. Amazon Connect made its original debut in 2017. The service uses AI to provide contact center agents with advice on how to answer customer inquiries.

Apple uses custom Trainium and Graviton artificial intelligence chips from Amazon Web Services for search services, Apple machine learning and

Apple is collaborating with Amazon Web Services, utilizing AWS's custom AI chips like Inferentia, Graviton, and Trainium2 to enhance the efficiency of its AI model pre-training. This partnership improves search service efficiency and potentially boosts model training by up to 50%,

Amazon.com's cloud unit on Tuesday showed new data center servers packed with its own AI chips that will challenge Nvidia , with Apple coming aboard as a customer to use them.