Monthly Archives: October 2023

Amazon Bedrock is a fully managed service provided by AWS that offers developers access to foundation models (FMs) and the tools to customize them for specific applications. It allows developers to build and scale generative AI applications using FMs through an API, without managing infrastructure. You can choose from various FMs from Amazon and leading AI startups such as AI21 Labs, Anthropic, Cohere, and Stability AI to find the model that’s best suited for your use case. With the Amazon Bedrock serverless experience, you can quickly get started, easily experiment with FMs, privately customize them with your own data, and seamlessly integrate and deploy them into your applications using AWS tools and capabilities.

Customers are building innovative generative AI applications using Amazon Bedrock APIs using their own proprietary data. When accessing Amazon Bedrock APIs, customers are looking for mechanism to set up a data perimeter without exposing their data to internet so they can mitigate potential threat vectors from internet exposure. The Amazon Bedrock VPC endpoint powered by AWS PrivateLink allows you to establish a private connection between the VPC in your account and the Amazon Bedrock service account. It enables VPC instances to communicate with service resources without the need for public IP addresses.

In this post, we demonstrate how to set up private access on your AWS account to access Amazon Bedrock APIs over VPC endpoints powered by PrivateLink to help you build generative AI applications securely with your own data.

Solution overview

You can use generative AI to develop a diverse range of applications, such as text summarization, content moderation, and other capabilities. When building such generative AI applications using FMs or base models, customers want to generate a response without going over the public internet or based on their proprietary data that may reside in their enterprise databases.

In the following diagram, we depict an architecture to set up your infrastructure to read your proprietary data residing in Amazon Relational Database Service (Amazon RDS) and augment the Amazon Bedrock API request with product information when answering product-related queries from your generative AI application. Although we use Amazon RDS in this diagram for illustration purposes, you can test the private access of the Amazon Bedrock APIs end to end using the instructions provided in this post.

The workflow steps are as follows:

1. AWS Lambda running in your private VPC subnet receives the prompt request from the generative AI application.
2. Lambda makes a call to proprietary RDS database and augments the prompt query context (for example, adding product information) and invokes the Amazon Bedrock API with the augmented query request.
3. The API call is routed to the Amazon Bedrock VPC endpoint that is associated to the VPC endpoint policy with Allow permissions to Amazon Bedrock APIs.
4. The Amazon Bedrock service API endpoint receives the API request over PrivateLink without traversing the public internet.
5. You can change the Amazon Bedrock VPC endpoint policy to Deny permissions to validate that Amazon Bedrock APIs calls are denied.
6. You can also privately access Amazon Bedrock APIs over the VPC endpoint from your corporate network through an AWS Direct Connect gateway.

Prerequisites

Before you get started, make sure you have the following prerequisites:

• An AWS account
• An AWS Identity and Access Management (IAM) federation role with access to do the following:
  • Create, edit, view, and delete VPC network resources
  • Create, edit, view and delete Lambda functions
  • Create, edit, view and delete IAM roles and policies
  • List foundation models and invoke the Amazon Bedrock foundation model
• For this post, we use the us-east-1 Region
• Request foundation model access via the Amazon Bedrock console

Set up the private access infrastructure

In this section, we set up the infrastructure such as VPC, private subnets, security groups, and Lambda function using an AWS CloudFormation template.

Use the following template to create the infrastructure stack Bedrock-GenAI-Stack in your AWS account.

The CloudFormation template creates the following resources on your behalf:

• A VPC with two private subnets in separate Availability Zones
• Security groups and routing tables
• IAM role and policies for use by Lambda, Amazon Bedrock, and Amazon Elastic Compute Cloud (Amazon EC2)

Set up the VPC endpoint for Amazon Bedrock

In this section, we use Amazon Virtual Private Cloud (Amazon VPC) to set up the VPC endpoint for Amazon Bedrock to facilitate private connectivity from your VPC to Amazon Bedrock.

1. On the Amazon VPC console, under Virtual private cloud in the navigation pane, choose Endpoints.
2. Choose Create endpoint.
   
3. For Name tag, enter bedrock-vpce.
4. Under Services, search for bedrock-runtime and select com.amazonaws.<region>.bedrock-runtime.
5. For VPC, specify the VPC Bedrock-GenAI-Project-vpc that you created through the CloudFormation stack in the previous section.
   
6. In the Subnets section, and select the Availability Zones and choose the corresponding subnet IDs from the drop-down menu.
   
7. For Security groups, select the security group with the group name Bedrock-GenAI-Stack-VPCEndpointSecurityGroup- and description Allow TLS for VPC Endpoint.

A security group acts as a virtual firewall for your instance to control inbound and outbound traffic. Note that this VPC endpoint security group only allows traffic originating from the security group attached to your VPC private subnets, adding a layer of protection.

8. Choose Create endpoint.
9. In the Policy section, select Custom and enter the following least privilege policy to ensure only certain actions are allowed on the specified foundation model resource, arn:aws:bedrock:*::foundation-model/anthropic.claude-instant-v1 for a given principal (such as Lambda function IAM role).

   {
   	"Version": "2012-10-17",
   	"Statement": [
   		{
   		    "Action": [
   		        "bedrock:InvokeModel"
   		        ],
   		    "Resource": [
   		        "arn:aws:bedrock:*::foundation-model/anthropic.claude-instant-v1"
   		        ],
   		    "Effect": "Allow",
   		    "Principal": {
                   "AWS": "arn:aws:iam::<accountid>:role/GenAIStack-Bedrock"
               }
   		}
   	]
   }

It may take up to 2 minutes until the interface endpoint is created and the status changes to Available. You can refresh the page to check the latest status.

Set up the Lambda function over private VPC subnets

Complete the following steps to configure the Lambda function:

1. On the Lambda console, choose Functions in the navigation pane.
2. Choose the function gen-ai-lambda-stack-BedrockTestLambdaFunction-XXXXXXXXXXXX.
   
3. On the Configuration tab, choose Permissions in the left pane.
4. Under Execution role¸ choose the link for the role gen-ai-lambda-stack-BedrockTestLambdaFunctionRole-XXXXXXXXXXXX.
   

You’re redirected to the IAM console.

5. In the Permissions policies section, choose Add permissions and choose Create inline policy.
   
6. On the JSON tab, modify the policy as follows:

   {
       "Version": "2012-10-17",
       "Statement": [
           {
               "Sid": "eniperms",
               "Effect": "Allow",
               "Action": [
                   "ec2:CreateNetworkInterface",
                   "ec2:DescribeNetworkInterfaces",
                   "ec2:DeleteNetworkInterface",
                   "ec2:*VpcEndpoint*"
               ],
               "Resource": "*"
           }
       ]
   }

7. Choose Next.
8. For Policy name, enter enivpce-policy.
9. Choose Create policy.
   
10. Add the following inline policy (provide your source VPC endpoints) for restricting Lambda access to Amazon Bedrock APIs only via VPC endpoints:

    {
        "Id": "lambda-bedrock-sourcevpce-access-only",
        "Version": "2012-10-17",
        "Statement": [
            {
                "Effect": "Allow",
                "Action": [
    		   "bedrock:ListFoundationModels",
                    "bedrock:InvokeModel"
                ],
                "Resource": "*",
                "Condition": {
                    "ForAnyValue:StringEquals": {
                        "aws:sourceVpce": [
                            "vpce-<bedrock-runtime-vpce>"
                        ]
                    }
                }
            }
        ]
    } 

11. On Lambda function page, on the Configuration tab, choose VPC in the left pane, then choose Edit.
    
12. For VPC, choose Bedrock-GenAI-Project-vpc.
13. For Subnets, choose the private subnets.
    
14. For Security groups, choose gen-ai-lambda-stack-SecurityGroup- (the security group for the Amazon Bedrock workload in private subnets).
15. Choose Save.
    

Test private access controls

Now you can test the private access controls (Amazon Bedrock APIs over VPC endpoints).

1. On the Lambda console, choose Functions in the navigation pane.
2. Choose the function gen-ai-lambda-stack-BedrockTestLambdaFunction-XXXXXXXXXXXX.
3. On the Code tab, choose Test.

You should see the following response from the Amazon Bedrock API call (Status: Succeeded).

4. To deny access to Amazon Bedrock APIs over VPC endpoints, navigate to the Amazon VPC console.
5. Under Virtual private cloud in the navigation pane, choose Endpoints.
6. Choose your policy and navigate to the Policy tab.

Currently, the VPC endpoint policy is set to Allow.

7. To deny access, choose Edit Policy.
   
8. Change Allow to Deny and choose Save.

It may take up to 2 minutes for the policy for the VPC endpoint to update.

{
	"Version": "2012-10-17",
	"Statement": [
		{
		    "Action": [
		        "bedrock:InvokeModel"
		        ],
		    "Resource": [
		        "arn:aws:bedrock:*::foundation-model/anthropic.claude-instant-v1"
		        ],
		    "Effect": "Deny",
		    "Principal": {
                "AWS": "arn:aws:iam::<accountid>:role/GenAIStack-Bedrock"
            }
		}
	]
}

9. Return to the Lambda function page and on the Code tab, choose Test.

As shown in the following screenshot, the access request to Amazon Bedrock over the VPC endpoint was denied (Status: Failed).

Through this testing process, we demonstrated how traffic from your VPC to the Amazon Bedrock API endpoint is traversing over the PrivateLink connection and not through the internet connection.

Clean up

Follow these steps to avoid incurring future charges:

1. Clean up the VPC endpoints.
2. Clean up the VPC.
3. Delete the CloudFormation stack.

Conclusion

In this post, we demonstrated how to set up and operationalize a private connection between a generative AI workload deployed on your customer VPC and Amazon Bedrock using an interface VPC endpoint powered by PrivateLink. When using the architecture discussed in this post, the traffic between your customer VPC and Amazon Bedrock will not leave the Amazon network, ensuring your data is not exposed to the public internet and thereby helping with your compliance requirements.

As a next step, try the solution out in your account and share your feedback.

About the Authors

Ram Vittal is a Principal ML Solutions Architect at AWS. He has over 3 decades of experience architecting and building distributed, hybrid, and cloud applications. He is passionate about building secure and scalable AI/ML and big data solutions to help enterprise customers with their cloud adoption and optimization journey to improve their business outcomes. In his spare time, he rides his motorcycle and walks with his 3-year-old Sheepadoodle!

Ray Khorsandi is an AI/ML specialist at AWS, supporting strategic customers with AI/ML best practices. With an M.Sc. and Ph.D. in Electrical Engineering and Computer Science, he leads enterprises to build secure, scalable AI/ML and big data solutions to optimize their cloud adoption. His passions include computer vision, NLP, generative AI, and MLOps. Ray enjoys playing soccer and spending quality time with family.

Michael Daniels is an AI/ML Specialist at AWS. His expertise lies in building and leading AI/ML and generative AI solutions for complex and challenging business problems, which is enhanced by his Ph.D. from the Univ. of Texas and his M.Sc. in Computer Science specialization in Machine Learning from the Georgia Institute of Technology. He excels in applying cutting-edge cloud technologies to innovate, inspire, and transform industry-leading organizations, while also effectively communicating with stakeholders at any level or scale. In his spare time, you can catch Michael skiing or snowboarding in the mountains.

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We are excited to announce a simplified version of the Amazon SageMaker JumpStart SDK that makes it straightforward to build, train, and deploy foundation models. The code for prediction is also simplified. In this post, we demonstrate how you can use the simplified SageMaker Jumpstart SDK to get started with using foundation models in just a couple of lines of code.

For more information about the simplified SageMaker JumpStart SDK for deployment and training, refer to Low-code deployment with the JumpStartModel class and Low-code fine-tuning with the JumpStartEstimator class, respectively.

Solution overview

SageMaker JumpStart provides pre-trained, open-source models for a wide range of problem types to help you get started with machine learning (ML). You can incrementally train and fine-tune these models before deployment. JumpStart also provides solution templates that set up infrastructure for common use cases, and executable example notebooks for ML with Amazon SageMaker. You can access the pre-trained models, solution templates, and examples through the SageMaker JumpStart landing page in Amazon SageMaker Studio or use the SageMaker Python SDK.

To demonstrate the new features of the SageMaker JumpStart SDK, we show you how to use the pre-trained Flan T5 XL model from Hugging Face for text generation for summarization tasks. We also showcase how, in just a few lines of code, you can fine-tune the Flan T5 XL model for summarization tasks. You can use any other model for text generation like Llama2, Falcon, or Mistral AI.

You can find the notebook for this solution using Flan T5 XL in the GitHub repo.

Deploy and invoke the model

Foundation models hosted on SageMaker JumpStart have model IDs. For the full list of model IDs, refer to Built-in Algorithms with pre-trained Model Table. For this post, we use the model ID of the Flan T5 XL text generation model. We instantiate the model object and deploy it to a SageMaker endpoint by calling its deploy method. See the following code:

from sagemaker.jumpstart.model import JumpStartModel

# Replace with larger model if needed
pretrained_model = JumpStartModel(model_id="huggingface-text2text-flan-t5-base")
pretrained_predictor = pretrained_model.deploy()

Next, we invoke the model to create a summary of the provided text using the Flan T5 XL model. The new SDK interface makes it straightforward for you to invoke the model: you just need to pass the text to the predictor and it returns the response from the model as a Python dictionary.

text = """Summarize this content - Amazon Comprehend uses natural language processing (NLP) to extract insights about the content of documents. It develops insights by recognizing the entities, key phrases, language, sentiments, and other common elements in a document. Use Amazon Comprehend to create new products based on understanding the structure of documents. For example, using Amazon Comprehend you can search social networking feeds for mentions of products or scan an entire document repository for key phrases. 
You can access Amazon Comprehend document analysis capabilities using the Amazon Comprehend console or using the Amazon Comprehend APIs. You can run real-time analysis for small workloads or you can start asynchronous analysis jobs for large document sets. You can use the pre-trained models that Amazon Comprehend provides, or you can train your own custom models for classification and entity recognition. """
query_response = pretrained_predictor.predict(text)
print(query_response["generated_text"])

The following is the output of the summarization task:

Understand how Amazon Comprehend works. Use Amazon Comprehend to analyze documents.

Fine-tune and deploy the model

The SageMaker JumpStart SDK provides you with a new class, JumpStartEstimator, which simplifies fine-tuning. You can provide the location of fine-tuning data and optionally pass validations datasets as well. After you fine-tune the model, use the deploy method of the Estimator object to deploy the fine-tuned model:

from sagemaker.jumpstart.estimator import JumpStartEstimator

estimator = JumpStartEstimator(
    model_id=model_id,
)
estimator.set_hyperparameters(instruction_tuned="True", epoch="3", max_input_length="1024")
estimator.fit({"training": train_data_location})
finetuned_predictor = estimator.deploy()

Customize the new classes in the SageMaker SDK

The new SDK makes it straightforward to deploy and fine-tune JumpStart models by defaulting many parameters. You still have the option to override the defaults and customize the deployment and invocation based on your requirements. For example, you can customize input payload format type, instance type, VPC configuration, and more for your environment and use case.

The following code shows how to override the instance type while deploying your model:

finetuned_predictor = estimator.deploy(instance_type='ml.g5.2xlarge')

The SageMaker JumpStart SDK deploy function will automatically select a default content type and serializer for you. If you want to change the format type of the input payload, you can use serializers and content_types objects to introspect the options available to you by passing the model_id of the model you are working with. In the following code, we set the payload input format as JSON by setting JSONSerializer as serializer and application/json as content_type:

from sagemaker import serializers
from sagemaker import content_types

serializer_options = serializers.retrieve_options(model_id=model_id, model_version=model_version)
content_type_options = content_types.retrieve_options(model_id=model_id, model_version=model_version)

pretrained_predictor.serializer = serializers.JSONSerializer()
pretrained_predictor.content_type = 'application/json'

Next, you can invoke the Flan T5 XL model for the summarization task with a payload of the JSON format. In the following code, we also pass inference parameters in the JSON payload for making responses more accurate:

from sagemaker import serializers

input_text= """Summarize this content - Amazon Comprehend uses natural language processing (NLP) to extract insights about the content of documents. It develops insights by recognizing the entities, key phrases, language, sentiments, and other common elements in a document. Use Amazon Comprehend to create new products based on understanding the structure of documents. For example, using Amazon Comprehend you can search social networking feeds for mentions of products or scan an entire document repository for key phrases.
You can access Amazon Comprehend document analysis capabilities using the Amazon Comprehend console or using the Amazon Comprehend APIs. You can run real-time analysis for small workloads or you can start asynchronous analysis jobs for large document sets. You can use the pre-trained models that Amazon Comprehend provides, or you can train your own custom models for classification and entity recognition. """

parameters = {
    "max_length": 600,
    "num_return_sequences": 1,
    "top_p": 0.01,
    "do_sample": False,
}

payload = {"text_inputs": input_text, **parameters} #JSON Input format

pretrained_predictor.serializer = serializers.JSONSerializer()
query_response = pretrained_predictor.predict(payload)
print(query_response["generated_texts"][0])

If you’re looking for more ways to customize the inputs and other options for hosting and fine-tuning, refer to the documentation for the JumpStartModel and JumpStartEstimator classes.

Conclusion

In this post, we showed you how you can use the simplified SageMaker JumpStart SDK for building, training, and deploying task-based and foundation models in just a few lines of code. We demonstrated the new classes like JumpStartModel and JumpStartEstimator using the Hugging Face Flan T5-XL model as an example. You can use any of the other SageMaker JumpStart foundation models for use cases such as content writing, code generation, question answering, summarization, classification, information retrieval, and more. To see the whole list of models available with SageMaker JumpStart, refer to Built-in Algorithms with pre-trained Model Table. SageMaker JumpStart also supports task-specific models for many popular problem types.

We hope the simplified interface of the SageMaker JumpStart SDK will help you get started quickly and enable you to deliver faster. We look forward to hearing how you use the simplified SageMaker JumpStart SDK to create exciting applications!

About the authors

Evan Kravitz is a software engineer at Amazon Web Services, working on SageMaker JumpStart. He is interested in the confluence of machine learning with cloud computing. Evan received his undergraduate degree from Cornell University and master’s degree from the University of California, Berkeley. In 2021, he presented a paper on adversarial neural networks at the ICLR conference. In his free time, Evan enjoys cooking, traveling, and going on runs in New York City.

Rachna Chadha is a Principal Solution Architect AI/ML in Strategic Accounts at AWS. Rachna is an optimist who believes that ethical and responsible use of AI can improve society in the future and bring economic and social prosperity. In her spare time, Rachna likes spending time with her family, hiking, and listening to music.

Jonathan Guinegagne is a Senior Software Engineer with Amazon SageMaker JumpStart at AWS. He got his master’s degree from Columbia University. His interests span machine learning, distributed systems, and cloud computing, as well as democratizing the use of AI. Jonathan is originally from France and now lives in Brooklyn, NY.

Dr. Ashish Khetan is a Senior Applied Scientist with Amazon SageMaker built-in algorithms and helps develop machine learning algorithms. He got his PhD from University of Illinois Urbana-Champaign. He is an active researcher in machine learning and statistical inference, and has published many papers in NeurIPS, ICML, ICLR, JMLR, ACL, and EMNLP conferences.

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Generative artificial intelligence is transforming how enterprises do business. Organizations are using AI to improve data-driven decisions, enhance omnichannel experiences, and drive next-generation product development. Enterprises are using generative AI specifically to power their marketing efforts through emails, push notifications, and other outbound communication channels. Gartner predicts that “by 2025, 30% of outbound marketing messages from large organizations will be synthetically generated.” However, generative AI alone isn’t enough to deliver engaging customer communication. Research shows that the most impactful communication is personalized—showing the right message to the right user at the right time. According to McKinsey, “71% of consumers expect companies to deliver personalized interactions.” Customers can use Amazon Personalize and generative AI to curate concise, personalized content for marketing campaigns, increase ad engagement, and enhance conversational chatbots.

Developers can use Amazon Personalize to build applications powered by the same type of machine learning (ML) technology used by Amazon.com for real-time personalized recommendations. With Amazon Personalize, developers can improve user engagement through personalized product and content recommendations with no ML expertise required. Using recipes (algorithms prepared to support specific uses cases) provided by Amazon Personalize, customers can deliver a wide array of personalization, including specific product or content recommendations, personalized ranking, and user segmentation. Additionally, as a fully managed artificial intelligence service, Amazon Personalize accelerates customers’ digital transformations with ML, making it easier to integrate personalized recommendations into existing websites, applications, email marketing systems, and so on.

In this post, we illustrate how you can elevate your marketing campaigns using Amazon Personalize and generative AI with Amazon Bedrock. Together, Amazon Personalize and generative AI help you tailor your marketing to individual consumer preferences.

How exactly do Amazon Personalize and Amazon Bedrock work together to achieve this? Imagine as a marketer that you want to send tailored emails to users recommending movies they would enjoy based on their interactions across your platform. Or perhaps you want to send targeted emails to a segment of users promoting a new shoe they might be interested in. The following use cases use generative AI to enhance two common marketing emails.

Use Case 1: Use generative AI to deliver targeted one-to-one personalized emails

With Amazon Personalize and Amazon Bedrock, you can generate personalized recommendations and create outbound messages with a personal touch tailored to each of your users.

The following diagram illustrates the architecture and workflow for delivering targeted personalized emails powered by generative AI.

First, import your dataset of users’ interactions into Amazon Personalize for training. Amazon Personalize automatically trains a model using the Top Picks for You recipe. As an output, Amazon Personalize provides recommendations that align with the users’ preferences.

You can use the following code to identify recommended items for users:

get_recommendations_response = personalize_runtime.get_recommendations(
                            recommenderArn = workshop_recommender_top_picks_arn,
                            userId = str(user_id),
                            numResults = number_of_movies_to_recommend)

For more information, see the Amazon Personalize API reference.

The provided output of recommendations is ingested by Amazon Bedrock using a prompt, which includes your user preferences, demographics, and Amazon Personalize recommended items.

For example, a marketer who wants to create a personalized email that is charming and fun for a user might use the following prompt:

Create a personalized email which is charming and fun so that the user is engaged. The user has recently watched family-friendly films. These are the recommended items – The Little Mermaid, Encanto, Spider-Man: Into the Spider-Verse.

By invoking one of the foundation models (FM) provided in Amazon Bedrock, such as Claude 2, with the prompt and sample code that follows, you can create a personalized email for a user:

personalized_email_response = bedrock_client.invoke_model(
                            body = prompt,
                            modelId = identifier_of_the_model)

For more information, see the Amazon Bedrock API reference.

Amazon Bedrock returns a personalized email for the user:

Subject: Fall in love with this recommended selection for movie night!

Dear <user name>,

Desiring the cozy feel of fall? No problem! Check our top three recommendations for movies that will have you cozy on the couch with your loved ones:

1. The Little Mermaid: This classic Disney movie is all about a mermaid princess named Ariel, who dreams of the human world. Because of her fascination, she makes a deal with the sea witch Ursula and learns a major lesson.

2. Encanto: This Disney movie is about the Madrigals, a Colombian family who lives in a magical house. Each member of the family has a unique gift, except for young Maribel who must help save her family.

3. Spider-Man: Into the Spider-Verse: This animated superhero movie is a must-see action movie. Spider-man, a Brooklyn teen named Miles Morales, teams up with other spider-powered people to save the multiverse.

With lovable characters, catchy tunes, and moving stories, you really can’t go wrong with any of these three. Grab the popcorn because you’re in for a treat!

Use case 2: Use generative AI to elevate one-to-many marketing campaigns

When it comes to one-to-many email marketing, generic content can result in low engagement (that is, low open rates and unsubscribes). One way companies circumvent this outcome is to manually craft variations of outbound messages with compelling subjects. This can lead to inefficient use of time. By integrating Amazon Personalize and Amazon Bedrock into your workflow, you can quickly identify the interested segment of users and create variations of email content with greater relevance and engagement.

The following diagram illustrates the architecture and workflow for elevating marketing campaigns powered by generative AI.

To compose one-to-many emails, first import your dataset of users’ interactions into Amazon Personalize for training. Amazon Personalize trains the model using the user segmentation recipe. With the user segmentation recipe, Amazon Personalize automatically identifies the individual users that demonstrate a propensity for the chosen items as the target audience.

To identify the target audience and retrieve metadata for an item you can use the following sample code:

create_batch_segment_response = personalize.create_batch_segment_job(
        jobName = job_name,
        solutionVersionArn = solution_version_arn,
        numResults = number_of_users_to_recommend
        jobInput =  {
            "s3DataSource": {
                "path": batch_input_path
            }
        },
        jobOutput = {
            "s3DataDestination": {
            "path": batch_output_path
            }
        }
)

For more information, see the Amazon Personalize API reference.

Amazon Personalize delivers a list of recommended users to target for each item to batch_output_path. You can then invoke the user segment into Amazon Bedrock using one of the FMs along with your prompt.

For this use case, you might want to market a newly released sneaker through email. An example prompt might include the following:

For the user segment “sneaker heads”, create a catchy email that promotes the latest sneaker “Ultra Fame II”. Provide users with discount code FAME10 to save 10%.

Similar to the first use case, you’ll use the following code in Amazon Bedrock:

personalized_email_response = bedrock_client.invoke_model(
                                body = prompt,
                                modelId = identifier_of_the_model)

For more information, see the Amazon Bedrock API reference.

Amazon Bedrock returns a personalized email based on the items chosen for each user as shown:

Subject: <<name>>, your ticket to the Hall of Fame awaits

Hey <<name>>,

The wait is over. Check out the new Ultra Fame II! It’s the most innovative and comfortable Ultra Fame shoe yet. Its new design will have you turning heads with every step. Plus, you’ll get a mix of comfort, support, and style that’s just enough to get you into the Hall of Fame.

Don’t wait until it’s too late. Use the code FAME10 to save 10% on your next pair.

To test and determine the email that leads to the highest engagement, you can use Amazon Bedrock to generate a variation of catchy subject lines and content in a fraction of the time it would take to manually produce test content.

Conclusion

By integrating Amazon Personalize and Amazon Bedrock, you are enabled to deliver personalized promotional content to the right audience.

Generative AI powered by FMs is changing how businesses build hyper-personalized experiences for consumers. AWS AI services, such as Amazon Personalize and Amazon Bedrock, can help recommend and deliver products, content, and compelling marketing messages personalized to your users. For more information on working with generative AI on AWS, see to Announcing New Tools for Building with Generative AI on AWS.

About the Authors

Ba’Carri Johnson is a Sr. Technical Product Manager working with AWS AI/ML on the Amazon Personalize team. With a background in computer science and strategy, she is passionate about product innovation. In her spare time, she enjoys traveling and exploring the great outdoors.

Ragini Prasad is a Software Development Manager with the Amazon Personalize team focused on building AI-powered recommender systems at scale. In her spare time, she enjoys art and travel.

Jingwen Hu is a Sr. Technical Product Manager working with AWS AI/ML on the Amazon Personalize team. In her spare time, she enjoys traveling and exploring local food.

Anna Grüebler is a Specialist Solutions Architect at AWS focusing on artificial intelligence. She has more than 10 years of experience helping customers develop and deploy machine learning applications. Her passion is taking new technologies and putting them in the hands of everyone and solving difficult problems by taking advantage of using AI in the cloud.

Tim Wu Kunpeng is a Sr. AI Specialist Solutions Architect with extensive experience in end-to-end personalization solutions. He is a recognized industry expert in e-commerce and media and entertainment, with expertise in generative AI, data engineering, deep learning, recommendation systems, responsible AI, and public speaking.

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