One of the open secrets of the business world is the fact that technology leaders like Amazon and Google are as nimble as they are because of the massive effort put into their own internal systems. Amazon spent the first six years of its existence ploughing all revenue back into customer-relations systems. The strategy paid off, as Amazon's customer-management processes, recommendation engines and logistics became the foundation for one of the most powerful companies in the world. Now Amazon is offering some of that intellectual property to its customers. At the Amazon Web Services (AWS) re:Invent conference in Las Vegas this week, it unveiled three products designed to turn cutting-edge artificial intelligence (AI) and machine learning (ML) into a commodity. Amazon Personalize aims to simplify both personalisation and recommendation. These functions were possible with an AI product launched last year, SageMaker, that used ML to create algorithms. However, it is complex, requiring e...

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