July 1, 2026 • 7 min read
AWS Reimagines Contact Center Voice Experiences with New Agentic CX designer and Live Sync
Director of Content & Market Research
July 1, 2026
Last week, AWS made an Agentic CX designer available in preview for its CCaaS platform, Amazon Connect Customer.
The solution allows businesses to build self-service experiences that blend agentic and deterministic steps through a visual interface. No code is required.
Organizations can then test the solution with simulated customer conversations and optimize the experience, with less onus on the IT team.
AWS's selling point is that it enables CX leaders, not IT, to own experience design, allowing them to shape journeys around what’s best for the customer rather than what only makes the most sense under the bonnet.
Alongside Agentic CX designer, AWS also unveiled a new Live Sync capability, leveraging patented technology snapped up in its recent NLX acquisition. This is where its approach to transforming contact center voice experiences becomes truly differentiated.
How Live Sync Transforms Contact Center Voice Experiences
Live Sync allows brands to present digital overlays on the customer’s smartphone during AI-led voice conversations to simplify their decision-making.
Consider a customer choosing between two subscriptions. CX teams can leverage Live Sync to orchestrate an experience that provides a visual comparison of the two offerings, simplifying the selection process.
Yet, that’s only one example. Consider the opportunity to place terms & conditions on the screen when a customer wants to change a contract. Or, as an industry-specific example, present a seat map when the customer wants to rebook their travel plans.
While many vendors claim to support multimodality by sending an email or SMS during a voice interaction, AWS goes further by blending modalities while keeping the experience in one channel. That could be a significant differentiator in the crowded conversational AI market.
AWS Turns Voice Experiences Into a Differentiator
AWS also aims to improve voice experiences with Amazon Nova 2 Sonic, its second-generation speech-to-speech foundation model introduced at re:Invent in December 2025.
The model integrates with Amazon Connect Customer through Amazon Bedrock's bidirectional streaming API, enabling natural, real-time voice interactions.
Combining this voice strength with digital elements and the ability to blend agentic and deterministic flows paves the way for advanced voice automation.
Speaking with CX Foundation, Pasquale DeMaio, VP of Amazon Connect at AWS, said: “Our real objective is solving business problems.”
“Some workflows should remain entirely human. Some can be fully autonomous. However, many work best as a combination of deterministic workflows, AI, and human judgment. That provides the real guardrails customers need.”
Agentic CX designer enables these guardrails, but it - and Live Sync - also require organizations to rethink their approach to AI-led customer experience design.
A Pivot for Many Brands Leveraging Amazon Connect Customer
Many organizations currently leverage Amazon Lex’s Automated Chatbot Designer, which integrates closely with Amazon Connect Customer, to deploy virtual agents for self-service.
Two years ago, this was groundbreaking technology, as it analyzed how a contact center’s top-performing agents solved queries to spin up virtual agent prototypes across channels.
Yet, AI experience design is evolving. Rather than trying to replicate human agents, many CX leaders are asking a different question: how can we create better customer experiences by combining different AI capabilities and interaction modalities?
That’s exactly what the Agentic CX designer and Live Sync in Amazon Connect Customer aim to achieve.
Rather than building AI agents that simply navigate the same broken processes and rely on the same workarounds as human agents, the Agentic CX designer helps reimagine service experiences from the ground up.
What Else is New In Amazon Connect?
Amazon Connect is no longer only a CCaaS platform, it’s a family of products.
The CCaaS platform is now ‘Amazon Connect Customer’, while the Connect brand also comprises three new products.
These have little to do with customer experience, but come to market just like the original Amazon Connect solution did nine years ago, as solutions built on Amazon’s in-house operational expertise.
Here’s a closer look at the three solutions that feature alongside CCaaS in the new-look Amazon Connect portfolio.
1. Amazon Connect Decisions
Amazon operates one of the world's largest supply chains, managing enormous numbers of products and inventory decisions.
Connect Decisions takes lessons and applies techniques developed within Amazon’s supply chain operations to help customers improve inventory management.
But how does it work? Unlike a spreadsheet or reactive analytics tool, Decisions analyzes data, makes inventory recommendations, and explains its reasoning.
When users decline a recommendation, the system asks why, learning from that input to improve suggestions over time.
“One customer reduced inventory by 7% without increasing stock-outs. In this industry, even a 1% improvement is significant.”
2. Amazon Connect Talent
In 2025, Amazon hired more than 250,000 workers during the holiday season.
In the process, the team interviewed thousands of candidates, assessed their suitability for each role, and implemented safeguards to reduce human bias and establish a fairer hiring process.
Amazon Connect Talent runs each of these tasks to reduce time-to-hire.
Take fairness, for example. Imagine a candidate who works night shifts and can only interview outside standard business hours. Should they miss out on an opportunity simply because a recruiter isn't available?
Connect Talent’s AI enables interviews to happen whenever candidates are available.
DeMaio summarized: “Processes that historically took weeks can now go from assessment to offer in a single day.”
“A human recruiter still makes the hiring decision, but they receive all the relevant information much faster. That creates a better experience for both recruiters and candidates.”
3. Amazon Connect Health
No, Amazon doesn’t have a healthcare arm. However, it recognized the numerous administrative tasks professionals in the space complete before even seeing a patient. From there, it saw an opportunity to apply its AI expertise.
In doing so, it developed Amazon Connect Health, a unified SDK that health tech developers can integrate directly into EHRs (Electronic Health Records) and existing workflows to automate repetitive tasks.
Before a visit, it condenses a patient's fragmented medical history into a single briefing, with source traceability for fast verification.
During the consultation, it transcribes conversations in real time, tracks priorities as they're addressed, and automatically captures codes and follow-up actions.
Finally, after the visit, it generates editable clinical notes and creates an after-visit summary with action items, including the ability to send follow-up reminders directly from the workflow.
What’s Next for Amazon Connect Customer?
Alongside the Agentic CX designer and Live Sync, AWS has made several additional enhancements to Connect Customer in recent months.
Perhaps the most eye-catching is the release of its Predictive Insights feature. Built into Amazon Connect Customer Profiles, the feature takes the consolidated enterprise data stored in those ‘customer profiles’ to ‘predict’ what a customer wants next.
That includes whether customers might want to switch to a competitor, more support, or fewer calls over voice. These insights then help to inform a customer success strategy and expand the role of a human support agent, as more contact centers consider new workforce strategies.
AWS also made a new customer-facing AI agent Testing and Simulation solution available alongside email analytics inside Amazon Connect Customer.
Yet, there’s much more to come, according to DeMaio.
“One major capability we'll be talking more about soon gives contact center managers conversational access to their operational data.”
“Instead of staring at dashboards hoping to spot problems quickly enough, they'll be able to ask questions naturally or receive proactive recommendations,” he continued.
“The system can tell them what is likely to happen today and suggest actions they should take.”
Last, but not least, AWS is transforming Connect configuration into a continuous self-optimizing experience rather than a series of clicks and manual setup, in what DeMaio describes as a “fundamental shift,” which might just come before December’s annual re:Invent conference.