AWS's Mark Relph draws fascinating parallels between today's AI revolution and the 1900s agricultural mechanization that delivered 2,000% productivity gains, while exploring how agentic AI will fundamentally reshape every aspect of software business models.Topics Include:Mark Relph directs AWS's data and AI partner go-to-market strategy teamHis role focuses on making ISV partners a force multiplier for customer successPreviously ran go-to-market for Amazon Bedrock, AWS's fastest growing service everCurrent AI adoption pace exceeds even the early cloud computing boom yearsHistorical parallel: 1900s agricultural mechanization delivered 2,000% productivity gains and 95% resource reductionFirst commercial self-propelled farming equipment revolutionized entire economies and never looked back500 machines formed the "Harvest Brigade" during WWII, harvesting from Texas to CanadaMark has spoken to 600+ AWS customers about GenAI over two yearsOrganizations range from AI pioneers to those still "fending off pirates" internallyGenAI has become a phenomenal assistant within organizations for content and automationAWS's AI stack has three layers: infrastructure, Bedrock, and applicationsBottom layer provides complete control over training, inference, and custom applicationsMiddle layer Bedrock serves as the "operating system" for generative AI applicationsTop layer offers ready-to-use AI through Q assistants and productivity toolsAI systems are rapidly becoming more complex with multiple model chainsMany current "agents" are just really, really long prompts (Mark's hot take)Task-specific models are emerging as one size won't fit all use casesEvolution moves from human-driven AI to agent-assisted to fully autonomous agentsAgent readiness requires APIs that allow software to interact autonomouslyTraditional UIs become unnecessary when agents interface directly with systemsCore competencies shift when AI handles the actual "doing" of tasksSales and marketing must adapt to agents delivering outcomes autonomouslyGo-to-market strategies need complete rethinking for an agentic worldThe agentic age is upon us and AWS partners should shape the futureParticipants:Mark Relph – Director – Data & AI Partner Go-To-Market, Amazon Web ServicesSee how Amazon Web Services gives you the freedom to migrate, innovate, and scale your software company at https://aws.amazon.com/isv/

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