Amazon is looking to catch up in the race for generative AI, and the detailed “Generative AI Sales Playbook” obtained by Insider shows how the company is leveraging its long history in machine learning and an array of cloud products to do so. The 12-page guide advises Amazon salespeople to “inspire customers to leverage Generative AI technology within their products, content and customer experiences” instead of pitching one product.
To make a splash in the competitive generative AI field, Amazon has focused on its customer hosting platform AWS, promoting its SageMaker services as a way for customers to quickly access pre-trained AI models and build their own generative AI applications. This contrasts with the approach taken by companies like OpenAI, which launched the popular ChatGPT consumer app last year and has been leading the market with its large language models.
To convince customers of the advantages of AWS, the playbook directs salespeople to position Amazon as a more experienced vendor than its competitors. It also provides email templates and conversation starters tailored to different audiences, from c-suite executives looking to improve operations to technical experts building their own generative AI services.
The playbook is currently an in-progress document, indicating Amazon’s determination to stay on the cutting edge of the AI race and stand out against the competition. With its well-established cloud business, a slew of upcoming consumer AI apps, and the advantages granted by the Sales Playbook, the company may well manage to reach its goal for greater success in generative AI.
