AWS Mid-Year Leadership Summit 2025 | Julia White, AWS

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Julia White

VP, WW AWS Marketing

AWS

How AWS is rewriting its marketing playbook with generative AI

Amazon Web Services Inc.’s AI marketing has evolved into data-driven storytelling, personalized targeting at scale and even sports partnerships. Like most companies, however, that evolution often brings up a dilemma: How does a brand reinvent itself while staying true to core values and maintaining the underlying company spirit?TheCUBE’s John Furrier talks with AWS’ Julia White about the company’s gen AI marketing focus.By reimagining its marketing playbook, AWS has maintained its underlying principles of customer obsession and operational excellence, according to Julia White (pictured), vice president of worldwide AWS marketing at AWS

play_circle_outline AWS CUBE Halftime report discusses rapid advancements in AI and cloud technology.

play_circle_outline Redefining Customer Engagement: Julia White's Insights on AI Integration in Marketing and Sales Strategies

play_circle_outline AI enables personalized marketing, achieving targeted messaging at scale using customer data.

play_circle_outline AWS focuses on catering to the diverse needs of both new and existing customers.

play_circle_outline AI's role in generating relevant content and enhancing customer interactions is crucial.

play_circle_outline AWS maintains strong branding while adapting to new technological advancements and market demands.

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Julia White, AWS

Julia White

VP, WW AWS Marketing AWS

In this AWS Leadership Summit segment, Julia White, VP of Worldwide Marketing at AWS, joins theCUBE’s John Furrier for a wide-ranging discussion on how AWS is using generative AI to transform marketing, scale customer engagement and support its global brand presence. White shares exclusive insight into AWS’s internal AI adoption, revealing how the marketing team is experimenting with agentic workflows, microtargeted campaigns and next-gen content generation to meet the expanding demands of a diverse global customer base.

The conversation also touches... Read more

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What innovations and trends are currently happening in the technology and AI sectors? add

What was the directive regarding the use of AI within the team, and how was it implemented? add

What impact has the use of AI in content development had on targeted marketing? add

What are the opportunities and challenges presented by the current market and customer needs in this business? add

What challenges are faced in achieving deep customer engagement and personalization at scale, and how can tools like data and AI assist in addressing these challenges? add

What are the challenges and responsibilities faced by a brand like AWS in maintaining its relevance and strength in the context of new technologies such as AI? add

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Julia White, AWS

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>> Hello, I'm John Furrier with theCUBE. We are here at Seattle at the AWS headquarters for the AWS CUBE Halftime report. It's halfway through the year. It seems like a full year since we were at re:Invent. It's only been six months and so much has happened. More models coming out, new usage patterns, new chips, new ways to create more innovation. Honestly, the GenAI, we're seeing agentic full-time and now all the new cluster systems, new data centers, new regions, ton of activity. Julia White, she's the VP of Worldwide Marketing at AWS. Julia, great to have you on theCUBE because one, you always see all the markets, and I want to find out all the cool things you're working on. And two, sales and marketing is the biggest use case with coding in developers, the Q developer is booming, QuickSight is booming, this stuff is happening at AWS. And all the customer bases, these are the two areas we're seeing the most action.

Julia White

>> Yes. Yes.

>> So thanks for coming on.

Julia White

>> You bet, glad to be here.

>> So are you using AI? Did you give out the memo like everyone else did? Like, "Okay team, use AI," not to shave and cut costs, but to actually build the muscle. What was the directive? What was the memo?

Julia White

>> Yeah, the memo said use it everywhere we possibly can. Because again, as a provider of AI, we've got to be using it. And you're right, marketing's on the very leading edge of how we could be using AI to transform our own discipline and we have to be using it and learning it every day to figure out how to perfect it as we're all in this together on that front.

>> How was that received? What are some of the things that you guys use it for? Can you give some examples?

Julia White

>> Yeah, we took a really open like, "Hey everyone, just go try stuff. Just go get hands on." We don't necessarily have, you must do this, you must do that. It was a lot of just, as to our culture, just learn, experiment, iterate, see what catches fire. So some of the things that we've seen some great results first and then we can talk about what hasn't been as productive, I can talk about all sides, but things like helping us with customer lead identification, nurture and qualified leads. So we've seen a huge, a hundred percent improvement, big numbers on being able to say, "Hey, these customer opportunities, the way they're engaging, the signals we're getting from their digital engagement, they're ready. These are hot leads versus these aren't, they need to get re-nurtured or more engagement before we have a salesperson follow up." So lots of improvement in just six months time really where we put it in a full production and probably across all of our systems there, but we're still early days.

>> Yeah, it's like magic. Like, "Wow, that was good, do it again."

Julia White

>> You kind of don't believe the numbers. You're like, "What? Is that really working?" And then month over month you're like, it's true. It really does make a huge difference. I think the things we've known and have been doing for a while, using AI to help with content development, as someone who's been in marketing forever, I've always had the dream of the one-to-one, that type of targeted marketing, it was just never really possible before GenAI. So now doing that well, doing it at scale, just like a lot of other things with AI, it comes to how good is your data, how much you know about your customer that you're targeting, and so it's only as good as that, but the capability you see is there of saying, "I know you and I can target you with a very specific message."

>> Yeah, and if you meet someone face to face, whether it's at an event like re:Invent and then you have a digital relationship, you're starting to see now a digital physical relationship happen. So does that... Let's step back, let's zoom out. We're getting into-

Julia White

>> .

>> This is too good. Let's zoom out. Let's look at the role in marketing. Amazon obviously is at the cusp of a next generational step up function change, obviously gen one cloud, we saw that. Now we're at an AI level and we have demographics coming in, the young natives, they're expecting it and then the existing folks are like, "Oh, I'm skeptical. Sure, that's magical. I've never seen that before. Wow, that's great. Double down on that." So you have kind of a new generation coming in, and an existing generation of people in the industry. What do you see as the key opportunity for AWS from a brand perspective? Because they have a lot of legacy now, I'm going to use that word and not in a negative way, but-

Julia White

>> I think legacy's a good thing....

>> they have 15 years of hard charging. They made the category. I mean, at 19% year-over-year growth on huge numbers-

Julia White

>> Huge.

>> And there's more coming. And the data center build, you've got what, a $10 billion data center in North Carolina you announced yesterday. That was awesome news. So more expansion and the demand at GenAI. So what's your take when you look at the landscape, you got to position things and?

Julia White

>> I think, as you just articulated really well, this business and the market we serve and the customer need is kind of unlimited. I think about it, it's almost like an unlimited total addressable market. It's an unusual place to be. And so we're really only limited by our ability to execute really well and meet that customer need best and first, which is a great problem, it's still a problem. So as I think about AI internally and what we're doing is that's giving us the ability to scale, to meet the market opportunity that actually exists. And as you said, we have wonderful customers that have been with us for 18 years, but we also have brand new customers who are still just learning AWS for the first time and how do we make sure we're meeting those customers each where they are on their individual journeys, and it's a huge range, a huge range.

>> I mean, customer obsession as a culture that factors into how you think about the marketing mix for Amazon.

Julia White

>> Of course.

>> Has anything changed from your perspective now that you're in looking at this changeover, you got GenAI working in house, what are some of your goals? How are you viewing the marketplace right now?

Julia White

>> Yeah, I mean I think going back to that true deep customer obsession of, again, I want to be able to engage our customers in a way that most resonates with them. That's hard to do when you're at a size and scale that we are and have that level of customer intimacy and precision marketing. But again, I think with a lot of the tools, whether it's getting the data and using AI to understand the customer need in that moment, to giving them the right marketing message or hitting them with the right video that speaks to them, again, some days I'm talking to a customer who's been with us forever, some days I'm talking to a customer who's like, "Oh, this is my first time migrating to the cloud." It's still there. And so how do we bring forward like, "Oh, okay, this is what it means to move to the cloud, customer. Let me give you that content," and have AI generate that in that moment versus, "Oh, you're putting your 300th workload on AWS," and how to do that.

>> AWS has got a lot of TV advertising, we love the sports marketing. So that's what I call the brand side. And then you were referring to earlier the customer, a lot of these workflows, how are you getting in and looking at the data.

Julia White

>> Right, from the demand gen side, yeah.

>> Data-driven marketing, you get now organic growing, there's more channels than ever before. You got Instagram, TikTok, you have all these different channels, it's hard to have a content strategy. And the branding stuff is cool, you sold me with all the TV commercials and the sports. People see those, but when you get into the personalization opportunity-

Julia White

>> A more targeted demand gen experience, yeah....

>> microtargeting, you mentioned in some of the capabilities. How do you see that? Because I think GenAI might present great opportunities and you guys have a treasure trove of data, so where would you rank that on the opportunity list?

Julia White

>> Oh, very high. Again, and back to the demand gen of getting... There's the brand side, which by the way, we have beautiful AI stories there too and our sports partnerships are some of the coolest stories to tell.

>> They are cool.

Julia White

>> I think about the NFL draft that we recently did and using AI to kind of help the fans follow along and see what the statistics were real time, so those are fun activations.

>> What other brand stuff, while you're on that topic? You got the NFL, you did the draft, what else do you have?

Julia White

>> Well, we have the Next Gen Stats, we've been doing with NFL for a long time in that front

>> The best.

Julia White

>> F 1, doing a great partnership with them and talk about needing to understand things real time and so fast. F 1 is probably the best example of what that looks like, so cool partnerships there, maybe the most fun ones. And then still doing some wonderful work with the NHL, we have the Seattle Seahawks right here in town. So we have a pretty nice robust portfolio.

>> They were on here, by the way, yesterday.

Julia White

>> Oh, fantastic.

>> So digital media, and they were talking about the content opportunity and how they're looking at... And they're a big partner of you guys.

Julia White

>> Yes, they are. .

>> All right, so brands, checking the boxes.

Julia White

>> Yes.

>> Any changes on the brand front? Do you see coming or any updates or pretty much steady state on the branding?

Julia White

>> No, there's some good updates. We have to stay tuned. Maybe we follow up in a little bit.

>> Okay. All right, all right. All right, now let's get into some of the fun stuff because you have the data, you have the partner network, we've seen the reorgs of those go on. Now we see clear startup focus, Matt was very clear last year before re:Invent, he's committed to the startups and any discussion that they're not is nonsense. That's my word, he didn't say nonsense.

Julia White

>> Absolutely.

>> But that's what my interpretation was. So clearly-

Julia White

>> Yeah, think about it, we started really with startups as the founding customers of AWS and we very uniquely have built cloud services that really meet their needs and that continue to be true.

>> And this startup action happened, I'm stuff out in the field now. You have a startup group now dedicated. Any plans that people should know about startups, because it's really rocking in San Francisco and New York and all around the world. There's young guns working on enterprise stuff. And then I was thinking about the next big idea, what's the startup support that you guys are offering?

Julia White

>> Yeah, we continue to have huge investments around our activate programs and helping, whether you're getting started or whether you're a little bit later stage, making sure they have the resources to be successful. There's funding, but there's a lot of just the hands-on helping, particularly as folks are building out. Obviously GenAI has been a huge boon in the startup area, so how do we make sure we're leaning in with our expertise and our knowledge. And really two-way, they're actually helping us shape, "Hey, here's what we need from you and here's what we are looking at to scale." And so I spent a lot of time with startup community doing the two-way conversation about what more they need from us and vice versa.

>> I remember Matt offered credits at re:Invent. I can't remember how big the number one was. It was pretty large. You guys have credit incentives, all kinds of programs.

Julia White

>> Yep. Yeah. Supports, accelerators, hands-on resources to just the -

>> I saw a press release this week from a company and the word was, it was a certification or word deployed on AWS. Now I know that something on AWS means it's more integrated. So I've never seen deployed on AWS. That was a security company, .

Julia White

>> Oh, interesting.

>> So that was a new thing. I saw that. So you guys have these levels of marketing brand marks or-

Julia White

>> Certifications....

>> certifications.

Julia White

>> Maybe. I don't know. That's news to me, but it sounds good.

>> Well that's security. Because security, they have that confidence level bar. Okay, so what are the cool things that are going on with content?

Julia White

>> Okay, and particularly around AI, when you ask about content, so obviously all kind of forms of written content, but thinking about social media, obviously using Nova, our own models, particularly for image development, experimenting more and more with video development and short form video. And that's one where, to your earlier comment, the human the loop and really iterating to make sure that what it looks like, how it tends, make sure we had some early ideations that didn't really resonate super well. So that's great insight, let's keep going and so getting better and sharper at that. But then also think about gosh, re:Invent, there's a million hours of content that gets created at that event and then how do you use AI to pull that together, take the highlights, push some up and bring it forward over time too.

>> Great use of agent technology.

Julia White

>> Yeah, exactly. Find the things on that and then create a 20-second synopsis of this piece of it pulling together the highlights.

>> Well, do you see Amazon having their own TV station or media outlet? Amazon has, I think some video.

Julia White

>> We do. We have a few different channels. I'm also of the mind too, well, let's make sure we go to where our customers are too versus, I mean it's great to bring them to us, but that's also good to be in the communities where they're at. So a mix of both creating first party channels for them to know they can come get the first best content, but I also want to make sure we're pushing content into lots of channels and lots of vehicles because people are very much are distributing. I think increasingly with GenAI too, they're going to be pulling and aggregating information from all places.

>> And plus podcast formats are hot, people want to have a relationship with the brand. I think that's something that we're seeing. I want to have a relationship with the brand I love, I don't need to just get the messaging. That seems to be hot right now.

Julia White

>> I think there's heated debates amongst my peer community in the CMO community.

>> Really, what's the debate?

Julia White

>> With generative AI and LLMs kind of creating a new way to glean information, does brand become more important? Does brand become less important? And how to think about managing brand.

>> I think brand is way important now than ever before.

Julia White

>> See, I agree. I think it's going to be more important than ever, not less important.

>> Well one of the things we're seeing is interesting, and maybe this is just kind of my old-school thinking, but social media has... Everyone has a channel, they have a LinkedIn handle, they have all kinds of WhatsApp groups. I mean, I know CISOs that have basically WhatsApp groups with all their peers in it. So one text and your brand could be out the window, or get deals. So all kinds of touch points. So everyone has a social network, but what's happening is... It's like an IP address, everyone has a home. What's happening we're seeing now is trust and original content that's authentic seems to do well, and these trust groups are forming, these micro communities and I think people will generally view trust as, don't exploit the community, connect to it. So we're starting to see kind of a connection around peers and colleagues where I see groups where people from brands and customers are all kind of one social network, but it's kind of work but kind of not work. They have kind of shared interests. I was just at a kite surfing weekend, they were all tech people that happened to be kite surfers.

Julia White

>> Interesting.

>> Okay.

Julia White

>> That's pretty cool.

>> Well it was very cool. But no, the tech side was great, but it's actually some business got done because it was trusted that there was no business agenda. So you're starting to see these trust networks form. This is a new phenomena, we're seeing that organic content that's trusted brings people together. What's your reaction to that? And do you see that as an opportunity? Do you see it as, is it real, or am I hallucinating?

Julia White

>> It is interesting at a more social and psychological level perhaps, as the advancement with AI and there's the ability for it to be abused. People lean in towards the humanity part of it. But if you think about, gosh, my whole career in marketing, the most influential decision makers are your peers, the humans that you trust and you can see and . And I think that will always be strong. And I think your point of -

>> It's a trust network.

Julia White

>> It is, and it always has been. It hasn't always been as easy to facilitate and maybe as tapped into. But when I want to know something, guess who I ask first? My peers. My peers across the industry.

>> And we all have a friend that's an expert at something that you're not. It's like, I always go to my one friend for, "Hey, I need some advice on how to configure this."

Julia White

>> I know, and it's funny, everyone's like, "Oh, B2B, it's a very data-driven precision, it's a very analytical decision." I'm like, "No, it's not, it's about the humans. I promise."

>> I think the B2B is moving away from, to much more consumer-like because the tech is now mainstream. So if you think about the business we're in enterprise... 15 years ago when I started SiliconANGLE, nobody was covering the enterprise, like three people. Now enterprise is mainstream because of AI, because of GenAI and the chips people. I mean, if you were a gamer at eight years old, eight, 10 years ago, you're now 18 and you know all about AMD. You know all about NVIDIA. They're pretty much experts at tech.

Julia White

>> Yeah, you're right. Two things, A, normal people in the world are much more technical than they were 20 years ago. And then two, the technology's gotten much easier to understand with the advent of cloud and SAS and other models where I don't have to rack and stack servers, I can subscribe to it. So both of those things make it

>> My son's 23 years old and him and his friends were talking about this new watch that instruments, because they're runners and they're like... So they're nerding out on normal life stuff, but it's an IoT.

Julia White

>> It's all text. Right.

>> I'm like, "That's IoT." "No, it's a watch."

Julia White

>> They're like, "No it isn't dad."

>> So the culture is here. So as a marketer, when you have these cultural shifts, transitions are great opportunities to really put a stake in the ground and not rebrand, I hate that word rebrand, but put a stake in to extend, evolve. What's your thoughts there? Do you think about that or is that just, it's too out there?

Julia White

>> No, I think about a brand like AWS is so strong and has been known for, to your point, security, reliability, enterprise-grade trust, innovation for a long time. So when this new generation of AI shows up, we have to make sure as a brand as the steward of the brand that we're making sure we're relevant in that set of conversations and our brand is seen and heard there as well, but there's moments too where you can have your brand be reconsidered in our way. I think AWS is a strong brand. My job is about keeping it strong and keeping it relevant on the cutting edge. But other brands can use it as a moment of reconsideration, both are possible.

>> You've been a senior marketer for generations. You've seen the waves. You've seen the big growths. Amazon's been the growth, the growth. When you look at Amazon, when you came in, what was the vibe? What made you come to Amazon? And then when you're in... I mean Amazon is not for the faint of heart. They have their own little language raising the bar, one-way doors, bias for action, frugality.

Julia White

>> All of them. You got them. Good job.

>> Results, , Paper cuts, dogs barking, all kinds of phrases. No, but there's a culture of innovation.

Julia White

>> Yes, exactly.

>> And there's so much that's going on that they're in a good position, as a marketer it's a dream scenario or it could be crazy, or both.

Julia White

>> Well, both are always true. I mean those will come together. And I think what brought me here to your question of having admired Amazon from the outside for so many years and watching its success, I really wanted to know what it's like to be innovative at this scale. It's really unheard of at this size, this scale, and still be innovating at the pace across so many things. And as I've come in and what I believed before I came in, it is about the culture, the precision, the intentionality, the deeply operationalized level of culture, you recited it, we all know it and really lean into it. And that's the way-

>> The operational side of it gets under-mentioned a lot, I think. I was just talking with Prasad about this, he built the data centers. We had a long chat, about 15 minutes, about talking about the data centers, the computer, how they design it. It was really kind of a fun conversation. But one of the things that came up was the operational excellence of Amazon is not really looked at by the mainstream press and analysts. When we look at , oh yeah, Nitro and all these things are happening, but if you look at the scale, it's massive.

Julia White

>> Yeah, I do think that is our secret sauce. Our ability to just operate with incredible precision at global scale. Think about the incredible work we did with DSQL just recently at G8. And to do that at the scale and the way we did it is just almost mind-blowing.

>> Unbelievable. And also Strands.

Julia White

>> Yeah, .

>> And that one came out of just, "We've got to build some stuff to make that happen." Well, that's good too...

Julia White

>> .

>> Oh my God, everyone loves it. It goes viral. I mean, products are going viral.

Julia White

>> Yes, yes.

>> I've never seen that before.

Julia White

>> Well, there's going to be more, just you wait.

>> All right, what's the coolest thing that you've seen since you've been here?

Julia White

>> Oh my gosh, the coolest thing?

>> Or coolest thing.

Julia White

>> Things. All right, I'm going to be biased since I sit in the marketing. I do love our sports work, just in terms of, again, culturally relevant, interesting. People can understand it-

>> Customers go to it.

Julia White

>> All of those things. So I think those are some cool things. Seeing, I guess coming in from the outside, seeing how we run at scale. And you've talked about our data centers and it's truly awe-inspiring. And you've heard it from the others, so I won't repeat, but I think that is so... I don't know, to me that's pretty amazing.

>> Do you tap the engineers a lot for projects? We had another GM come in, "I'm Swami's best friend." Colleen, she's like, "I'm Swami's best friend." She's schmoozing-

Julia White

>> Uh-huh. No, I'm Swami's best friend.

>> She's schmoozing Swami because she wants the goods. So there's a lot of internal value that you could tap here at AWS for your team. Do you have access to some of those groups to bring in some engineering? Also, you've got the coding, you've got Q?

Julia White

>> Yeah, no, I hang out with Swami probably more than Colleen does. But it's great as I'm working on us adopting AI and trying different things, Swami's team's sitting with us. So it is awesome to have that kind of relationship inside the company.

>> So you see a marketing stack evolving for you. I shouldn't use the word marketing stack, because that means something else, but what the Martech stack was in old school marketing, we're seeing the emergence of potentially a gen AI version of that.

Julia White

>> Absolutely.

>> What's your vision on that? We have a lot of conversations on theCUBE about this because we kind of think that that'll be abstracted away, still be plumbing at some level, but not like... I mean it's already a mishmash of a lot of things, point solutions, but I think there's going to be, there might be a general more focused intentional stack that might be different by company... Or we don't know, that's why I asked the question.

Julia White

>> Yeah, we have a lot of different things under way. Is the tech stack to change for marketing? It is and it's going to continue. I wouldn't tell you, I know exactly what it's going to look like, but it's very much changing. I mean, think about just what's under way right now in my world, we're using AI in everything from migrating our, what is it, like 75,000 webpages, migrating those over. We're using AI, making it a very fast, seamless process. We never tackled it before because it was going to be so hard and so long. Now we're like-

>> like, "I don't want that project."

Julia White

>> No. We're like, "That's somebody else's." I'm like, "Well now it's a lot easier than it used to be. Let's go." And we're literally doing it in a matter of months, which would've been years, years in the past, we wouldn't have even tried to new content development, to nurture, to thinking about creating real-time podcasts out of content. Just make way more consumable information. We already talked about more precision targeting. So-

>> Personalization must be on your list because customer lanes could be almost targeted. Generate a customer engagement-

Julia White

>> ....

>> directly of one with a customer.

Julia White

>> It's literally the meeting I just walked out of how we're going to take the account-based marketing, that idea and really make it marketing to one in each our .

>> We think about that all the time. We think that these networks have access to customers faster. And if that is believable, you'd say, "Okay, then if you have access to the customer, what do you say?" What would you say?

Julia White

>> Not the generic thing. You need to say, "Well, what do I need right there in that moment?" .

>> They're going to open the door when you knock on it. Are you ready?

Julia White

>> Yeah.

>> That's the question, and people are like, "We wouldn't know what to say."

Julia White

>> Right, right. We're like-

>> So now you can answer the question.

Julia White

>> You can say, "Hey-

>> I think that's a great idea. But that brings up how do you make that happen? You're going to need to have all the data.

Julia White

>> You've got to have the data. And this is, I think the struggle a lot of customers have, and I am one of them of, how do you scale those things? And like we do in all things Amazon we kind of try and iterate and test and then say, "Okay, that's the thing we're going to bet on now, let's go to scale." And it is funny, it's just like early times of the cloud too, the tech can actually move pretty fast. The people and the processes, it's a little harder. And so just saying, "Okay, great, if the tech can do this, how do I change our human work flows and how do we change our human roles and how do we adjust that?" And so that's really the gritty part of adopting all of this.

>> My final question for you is on, we wrote an article in Economist probably a year ago. It was in the print version on digital twins. And it was not about manufacturing, but digital twins in all verticals. Digital twins doesn't mean it's metaverse, digital and physical worlds coming together. And you hear a lot about physical AI, for instance, in factories and digital twins for efficiency. If digital twins means making the physical thing more efficient with a twin, you could do it for every vertical. So you could have digital twins in marketing, you could have digital twins in sales. So that means the digital rendering of a physical process. So is that something that you guys think about at Amazon? Because we're seeing a lot of digital twin conversations from customers around, "Hey, I want to use the data. Would some synthetic data, make my process better because I want to be more efficient." We've been hearing rumblings around marketing executives saying, "Hey, I can take my sales and create a digital twin with my best sales rep and then use it as a training bot with AI and use these tools out there and actually make it look like an actor and say, "here's what a good sales call looks like."" Or actually be the generative AI for the entry level call. So you're starting to see the data extraction and marketing's full of data. I mean, you guys must have a treasure trove. So what's your thinking around this idea of leveraging the data for simulations or efficiency?

Julia White

>> I guess I look at it maybe in the same lens, but more from an agentic adoption. How do we having these agent first experiences across marketing and one of them, as a real world example, I have this fantastic demand response team who we have opportunities and customers and they call and make sure that you're you and you're ready for the next step. And right now I can only really get to about 30% of the opportunities with the team I have. And I'm like, "I would love to get to all those opportunities." So how do I have some agentic experience, some AI agent experiences that can call down and make sure you're you and then reach all of my customers versus just the 30% that I can get to today. So it's maybe a little bit different pivot on the digital twin, but it's, how do I bring in-

>> You have events too. You got events, you have re:Invent every year. You got re:Inforce coming up I think in a week or no, next month. Is that a week? No, it's-

Julia White

>> A couple weeks.

>> A couple weeks. Yeah, Databricks is next week. And then you got a lot of digital content.

Julia White

>> Tons.

>> Tons.

Julia White

>> Tons. Maybe too much.

>> I looked at the playlist at re:Invent like, "Too long, don't watch." It's like TLDR for video. No, but there's a lot of... But how do you synthesize those nuggets?

Julia White

>> Right, I mean that's another, again, using AI to say, "I want to know everything, the top news about DSQL. How do I pull that together? Short form video appropriate for a social post," making that happen.

>> All right, final, final question since I had one final one.

Julia White

>> Oh boy.

>> What are you working on? What are you optimizing for? What's your focus as you look out to re:Invent, obviously the big event that's going to be a flagship event for AWS, it's always fun. The replay's always great. I could ask about the final , which band you're going to have there, but what are you working on right now? What are your goals?

Julia White

>> Certainly re:Invent registration just opened this week, so it seems far away, but it is just right around the corner on that front. We still have our different summits, the New York summit, a big event. So those are going on across the world in that area as we talked about doing some cool sports activations heading into F 1 and the NFL season coming up as well. So those pieces. And then there's just the, I would say thinking about what is that digital engagement, how as customers are now engaging more with LLMs to find information versus search, really rethinking what's the digital experiences we have to create to stay relevant in that world as well. So it's a little more gritty of the marketing, not the sexy events and ads, but it's kind of the hardworking marketing. There's a lot of change there.

>> You've got both. You've got the brand side, that's kind of the cool. But you're in more of the let's get the data, let's grind out the process because where the value is.

Julia White

>> Right. Engaging with customers every day and all across those channels and how do we do that better? And that's the gritty but really hardworking part of marketing.

>> Well, thanks for coming on theCUBE. I appreciate it for our half-time. If you had to look back at this past year, how would you describe the past six months for you?

Julia White

>> Man, whew. It's like six years in six months.

>> Remember the internet, they called it the internet years?

Julia White

>> Yeah, dog years.

>> We're in AI years.

Julia White

>> Yeah, I think these are faster years than ever.

>> Thank you for coming on.

Julia White

>> Thank you.

>> The VP of marketing here at AWS, laying out all the opportunities, even marketing and sales, a big part of the value creation, extraction, developers, sales and marketing, big use cases only going to get better across all verticals. This is theCUBE breaking down all the action here at our half-time show. Thanks for watching.