AWS Summit Hamburg 2025 week - uncompressing ...

AWS Summit Hamburg 2025 week - uncompressing …

Digesting an intense week in Hamburg. As Andy rightly said:

“There is no compression algorithm for experience”

At the same time it turns out that you can pack a lot of experience in a very short event AWS Summit week in Hamburg has been like this.

While I’m still very attached to the good, old Berlin summit which has been shaping my last years, the move to Hamburg turned out to be great success. The large venue allowed to even experience more talks and booths in the exhibition halls in a very relaxed environment. The interior design of the fair kept the typical AWS event vibe and everyone I talked to felt like home. Finally, Hamburg is an exciting city with lovely people - very worth paying it a visit.

Generative AI day

We kicked the week off with a Generative AI Day for one of our dear customers. A day full of interesting talks and hands-on workshops which has been shaped by a lot of open discussions, allowing all of us to come up with new ideas on how to apply generative AI to build business value. It’s impressive to see how this technology can foster innovation and been applied with little effort. Abby - an AI assistant, which took over my speaking slot on the demos we have been showcasing at the NAB earlier this year, turned out to be very good help. I guess I will use it in future.

Interested in building your own?

Just have a look into the code samples for Amazon Nova Sonic: [1] I started from [2] which worked very smooth. I just needed to create a Knowledge Base in Amazon Bedrock to crawl the available NAB information, configure the agent to use this Knowledge Base and did some small adjustments to the prompt.

Housewarming

Wednesday was the day of countless hands-on workshops open to everyone in the Housewarming event.  I heard a lot of good feedback from participants. In the end this is where technology can shine. Trying it and tinker with it is always more insightful than just hearing about it.

AWS ExecLeaders Event

I joined the Exec Leaders Summit on Wednesday. Great presentations from Customers and Colleagues and a lot of insightful discussion of execs from various industries.

The evening was dedicated to our Media&Entertainment customers. Was very nice to meet so familiar people which I have been working with in the last couple of years

AWS Summit Hamburg

Impressive keynote

Thursday was the day of the AWS Summit Hamburg. I kicked the day off very early withe opening the Generative AI talk track at the Summit [4]. It was great to see that more and more participants are running Generative AI applications in productions and can generate business value out of this. In my talk I provided learnings from our work with customers with prescriptive guidance on how to set the right priorities for success and how AWS can support on this journey. For many of those aspects we had deep dive talks during the day. Early morning start, talking about how to turn you Generative AI Application into business value.

It’s always nice to present in a full room. Kudos for those of you who took the effort to listen standing in the back!

The rest of the day was packed with many inspiring conversations with customers, colleagues and partners. It’s good to re-connect to so many of you in person. Walking through the exhibition was blowing my mind as there were so many cool demos being presented by colleagues and partners - always creates new perspectives to see what others are building on top of AWS.

Partners in crime. Kudos to Johannes for organizing the Generative AI track!

Using my time right now in the train to structure my thoughts, reliving all the good experiences and prepare for the upcoming experiences. Stay tuned :)

To all the customers, partners and colleagues I met during the week. It has been so nice and thanks for taking your time. For the ones I missed - I’m sorry but the event was huge. Let’s reconnect soon! Latest in Hamburg 2026.

[1] Amazon Nova code example repository: https://github.com/aws-samples/amazon-nova-samples

[2]Amazon Nova Sonic example using Amazon Bedrock Knowledge Base: https://github.com/aws-samples/amazon-nova-samples/tree/main/speech-to-speech/repeatable-patterns/bedrock-knowledge-base

[3] Media & Entertainment at AWS Summit Hamburg 2025: https://www.linkedin.com/pulse/dive-deep-future-me-aws-summit-hamburg-stefan-christoph-x1vae?trackingId=aE082sF6Rg6ip8Oyen%2FcKQ%3D%3D&lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_recent_activity_content_view%3BEQD%2FnFCQTFmdxtxwQVhenQ%3D%3D

[4] About the dedicated Generative AI track at AWS Summit Hamburg 2025: https://www.linkedin.com/pulse/dedicated-gen-ai-track-aws-summit-hamburg-2025-stefan-christoph-jw9jf?trackingId=aE082sF6Rg6ip8Oyen%2FcKQ%3D%3D&lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_recent_activity_content_view%3BEQD%2FnFCQTFmdxtxwQVhenQ%3D%3D

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