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Amazon Connect Customer Profiles launches new segmentation capabilities (Beta)

Published
December 5, 2025
https://aws.amazon.com/about-aws/whats-new/2025/12/amazon-connect-customer-profiles/

Amazon Connect Customer Profiles Update

Amazon Connect Customer Profiles introduces new segmentation capabilities powered by Spark SQL (Beta), allowing for sophisticated customer segments using complete Customer Profiles data with AI assistance.

New Features

  • Access complete profile data: Use both custom and standard objects for segmentation.
  • Leverage SQL capabilities: Join objects, filter with statistical functions, and standardize date fields for complex analysis.
  • Build segments with AI assistance: Use natural language prompts with the Segment AI assistant to generate segment definitions in Spark SQL or write SQL directly.
  • Validate before deployment: Review AI-generated SQL, view natural language explanations, and get automatic segment estimates.

Example segments include "customers who called customer services more than 3 times in the past month about new purchases they made" or "high-value customers in the 90th percentile of lifetime spend" for precise targeting and personalized experiences.

What to do

  • Enable Data store from the Customer Profiles page to use the new segmentation capabilities.

Availability: Available in all AWS regions where Amazon Connect Customer Profiles is offered.

Source: AWS release notes




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