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AWS re:Invent 2025 - Partner Keynote with Dr. Ruba Borno

In this keynote, Dr. Ruba Borno, VP of Worldwide Channels and Alliances at AWS, focuses on how AWS and its partners are driving extraordinary customer transformations that feel like magic by applying the "science" behind these outcomes (1:57 - 2:20). The core message emphasizes the Agentic Era, where customers and partners leverage AI, data, and the AWS Partner Network as force multipliers (3:14 - 4:01).

Customer Transformations

Condé Nast - Digital Media Transformation (4:34 - 13:27)

The 115-year-old media company unified fragmented data across 22 publications using AWS and Databricks to deliver millions of personalized experiences, moving from a print-centric to a digital business with 70% digital revenue. They also built an AI-powered contracts management system, reducing workflow from weeks to minutes, and deployed an AI-powered content moderation system (13:41 - 14:16).

Mater Dei - Healthcare AI Agents (16:30 - 17:54)

A healthcare platform in Brazil partnered with A3 Data and the AWS GenAI Innovation Center to build 12 autonomous AI agents on Amazon Bedrock Agent Core, addressing billing errors and speeding up procedure authorizations. This resulted in a 517% ROI, completing two-day authorizations in 40 minutes and enabling focus on patient care.

Toyota Motor North America - Supply Chain Optimization (18:58 - 20:39)

Collaborated with McKenzie, Deloitte, and AWS to integrate customer insights into their supply chain using Amazon Bedrock, SageMaker AI, and Q. This yielded $1 billion in business value, reducing inventory by 60%, doubling e-commerce sales, and increasing customer satisfaction by 15%.

World Surf League - Real-time Performance Analytics (22:11 - 23:59)

Utilized AWS services to capture and analyze vast amounts of real-time biodata from surfers through wearables, providing insights for performance improvement and enhancing fan experience via Amazon Bedrock.

Key Announcements

Agentic AI Competency Categories (18:17 - 18:45)

Announcement: AWS is launching three new categories for Agentic AI competency: applications, tools, and consulting services.

Takeaway: Partners with these specializations receive 50% more marketing development funds and a badge in the AWS Marketplace.

AWS Transform Enhancements

AWS Transform Custom (25:41 - 25:52)

Announcement: AWS Transform Custom was announced to modernize any code, APIs, frameworks, runtime, and language translations with agents, tailored to specific environments.

Composability in AWS Transform (25:57 - 26:14)

Announcement: Composability in AWS Transform is now generally available, allowing partners to integrate their own tools, agents, and knowledge bases to build custom workflows seamlessly.

Takeaway: Western Union achieved a 2x speed increase in modernizing their system using Accenture's banking knowledge-based agent and AWS Transform composability (26:26 - 26:57).

GenAI and Data Solutions for Industry Track (21:01 - 21:21)

Announcement: This track within the BOX program offers partners support from AWS experts for building Agentic industry solutions, go-to-market support, and co-selling incentives.

AWS Marketplace Innovations

Express Private Offers (31:15 - 32:00, 35:56 - 36:37)

Announcement: Express Private Offers are now generally available, enabling sellers to offer flexible pricing at scale using AI to automatically deliver custom pricing to customers in minutes, qualifying them against seller criteria.

Agent Mode (37:02 - 38:10)

Announcement: A new conversational discovery experience in the AWS Marketplace that uses AI (Anthropic Claude, Amazon Nova Web Grounding) to analyze user requirements, search over 30,000 solutions, and provide personalized comparisons and purchase proposals.

Multi-Product Solutions (33:51 - 34:13, 39:11 - 40:02)

Announcement: Multi-Product Solutions are now available, allowing customers to procure end-to-end solutions that combine multiple software products (including SaaS and agents) and professional services from different partners in one package, with a single lead seller and unified flow.

Localization Support Expansion (40:33 - 41:00)

Announcement: Expansion for global transactions, including local invoicing, bank support, local currency support (e.g., euros, yen), and region-specific tax treatments.

Security Enhancements

CrowdStrike Falcon Next-Gen SIEM (44:01 - 44:40)

Announcement: Automated discovery and deployment for CrowdStrike Falcon Next-Gen SIEM launched, integrating with AWS security services for real-time ingestion of findings, threat detection, and remediation, with pay-as-you-go pricing.

AWS IAM Temporary Delegation (44:51 - 45:11)

Announcement: AWS Identity and Access Management (IAM) temporary delegation launched, allowing customers to safely delegate initial deployments, maintenance, or upgrades to partners, reducing setup time and operational overhead.

Amazon Bedrock Agent Core (45:42 - 47:54)

Announcement: Highlighted as the most advanced agentic platform for secure agent building, deployment, and operation at scale, with features like isolated agent core runtime (microVMs), agent core observability (compatible with partners' solutions), and agent core identity (seamless IAM with existing identity providers).

Partner Success Highlights

  • Individual partners are generating over a billion dollars in sales through the AWS Marketplace, with Data Dog crossing $2 billion, and Snowflake and Salesforce each crossing $3 billion (29:55 - 31:17)
  • AgentForce 360 for AWS, built on Salesforce running entirely on AWS and providing access to foundation models through Amazon Bedrock, will be available exclusively in the AWS Marketplace early next year (30:24 - 31:26)
  • Startup partners are seeing their marketplace sales increase by an average of 130% year-over-year (31:55 - 32:00)

Resources