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Explore how Amazon Ads leverages large language models (LLMs) to revolutionize shopper discovery and optimize advertiser outcomes in this 32-minute conference talk from AWS re:Invent 2025. Dive deep into the AWS-based machine learning infrastructure that powers these generative AI innovations, examining the technical architecture behind fine-tuning processes, model serving capabilities, and real-time inference systems operating at massive scale. Learn the strategic approaches Amazon Ads employed to optimize critical performance metrics including cost efficiency, latency reduction, and system reliability while deploying LLM-powered solutions across their entire advertising ecosystem. Gain insights into the engineering challenges and solutions required to maintain the high-performance standards that Amazon's customers demand when implementing generative AI at enterprise scale. Understand the practical considerations for building robust machine learning infrastructure that can support real-time AI applications in a production environment serving millions of users and advertisers.
