As enterprises shift from artificial intelligence experimentation to large scale deployment, the Tealium AWS Generative AI Competency recognition highlights growing demand for real time data orchestration that powers reliable AI decision making.
Tealium announced it has achieved the Amazon Web Services Generative AI Competency, recognizing the company’s technical expertise and customer success in helping organizations operationalize generative AI within AWS environments. The Tealium AWS Generative AI Competency places the company among a select group of partners validated for deploying production ready AI systems that reduce hallucination risk, lower inference latency, and automate complex decision workflows.
The recognition comes at a time when enterprises are moving beyond pilot programs toward enterprise wide AI adoption. Industry research suggests readiness remains limited, with only a small percentage of organizations fully prepared to deploy AI at scale. A major challenge lies in providing models with live contextual data rather than relying on static datasets or batch processing pipelines that disconnect AI outputs from real customer interactions.
Tealium positions its platform as a real time context engine that connects data collection, identity resolution, governance, and model execution into a continuous feedback loop. By ensuring AI systems operate on current and consented customer information, enterprises can deliver more accurate and relevant outcomes during live interactions.
“AI doesn’t fail because of models – it fails because of a lack of context,” said James Ford, Head of Global Partnerships at Tealium. “Achieving the AWS Generative AI Competency validates our role as the real-time context engine for AI. We provide the data orchestration layer AI builders need, ensuring every inference request across AWS services is enriched with the most up-to-date customer data available.”
Through its AWS integrations, Tealium embeds real time context directly into generative AI workflows, enabling in session inference rather than delayed scoring processes. The approach also incorporates consent and governance controls before model execution while supporting closed loop workflows in which AI outputs dynamically inform downstream actions.
A global airline customer example illustrates the impact of this architecture. By shifting from daily batch scoring to live session inference, the company reduced personalization latency from 24 hours to less than 300 milliseconds, improving same session conversions while lowering reliance on promotional incentives.
Tealium supports multiple AWS services through dedicated connectors, including Amazon Bedrock for foundation model execution, Amazon SageMaker for machine learning lifecycle management, and Amazon Connect for AI powered contact center experiences. These integrations allow enterprises to embed generative AI capabilities directly into operational workflows.
The Tealium AWS Generative AI Competency builds on the company’s existing AWS recognitions across industries such as advertising and marketing, automotive, retail, travel and hospitality, financial services, and data analytics. As organizations increasingly prioritize real time customer intelligence for AI applications, the Tealium AWS Generative AI Competency underscores the importance of contextual data infrastructure in enabling scalable, trustworthy enterprise AI deployments.
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