Dedicated Gen AI Track at AWS Summit Hamburg 2025
written by Stefan Christoph
Dedicated Gen AI Track at AWS Summit Hamburg 2025
There are no two opinions. Generative AI is a topic in 2025. In the upcoming AWS Summit Hamburg we have designed a dedicated Gen AI track for you. No matter if you are a Gen AI expert or you just about to tip your toes into that new and exciting field, we got you covered. But also, if you’re less interested in Gen AI, you will find more than you possibly consume content on the event.
About the Event
AWS Summit Hamburg makes its debut, bringing together cloud innovators and industry leaders for an unprecedented gathering. The comprehensive program features over 100 diverse sessions designed to advance your cloud expertise. From illuminating keynotes and technical deep-dives to real-world customer success stories, the summit offers multiple learning pathways.The extensive session catalog includes expert panel discussions, partner-led technical demonstrations, interactive workshops, and community-driven presentations. Each track delivers practical insights and actionable strategies for cloud implementation and optimization.The summit floor buzzes with innovation, hosting numerous technology exhibitions and industry booths. These spaces create valuable opportunities to connect with solution providers, explore cutting-edge technologies, and network with fellow cloud practitioners.Whether you’re architecting complex cloud solutions or taking your first steps into cloud computing, the carefully curated agenda accommodates all expertise levels. For those seeking practical experience, the AWS HouseWarming program offers intensive hands-on workshops where you can develop and refine your cloud skills in a guided environment.The event’s diverse learning formats ensure you’ll find the right combination of theoretical knowledge and practical application to advance your cloud journey. Join us in Hamburg to shape the future of cloud computing and connect with the broader AWS community.
About the event and Registration
Location: Hamburg Messe
Date: 5th June 2025
Registration (free-of-charge): link
Full event agenda: event agenda
The Gen AI Track
As I have mentioned in an earlier post, I will be opening the track with a session, which talks through the experiences customer’s have made to bring their PoC into production and explain how AWS can support you in your own journey towards generating business value by applying Gen AI. During my session, I will point you to some of the sessions within the Gen AI track for you to dive deeper in specific aspects or learn more about customer’s examples. While I was preparing my talk, I was a little overwhelmed by the breath of content we have prepared. So the list below might be helpful for you if you are searching for the right Gen AI session for you - at least it helped me a lot for my own preparation :)
GAI101: Gen AI in action: From POC to business value
Stefan Christoph , Principal Solutions Architect, AWS
More global leaders like Ferrari and Formula 1 are taking their generative AI applications to production and realizing business impact through increased innovation, productivity, and cost savings. How are they achieving these benefits and what’s their path from POC to production? Through training, professional services experts, and comprehensive generative AI offerings, AWS provides trusted guidance and tools for customers to scale with confidence. In this session, learn how new services and models like Amazon Nova, Amazon Bedrock, and Amazon Q are delivering business value across use cases to enhance customer engagement and boost employee productivity.
GAI203: Revolutionizing sports with generative AI: The Bundesliga trailblazer
Johanna Prestele, Global Sports Partnership Lead, AWS | Shasha Tursunova, Senior Account Manager, AWS | Luccas Roznowicz, Head of Strategic Corporations, DFL
The Bundesliga is pushing boundaries and revolutionizing sports through its pioneering adoption of generative AI. Discover how they’ve crafted an AI strategy that converts text content into captivating stories for global fans, delivers personalized local content, and pilots dynamic real-time commentary. This session offers invaluable insights into the Bundesliga’s trailblazing approach to generative AI. Witness how cutting-edge generative AI technologies can elevate your organization’s game and captivate audiences like never before.
GAI204: EWE Telecommunication’s GenAI Journey: Scaling with Amazon Bedrock
Flora Eggers, Senior Solutions Architect, AWS | Dietmar Dransfeld, Business Intelligence Lead, EWE TEL | Alexander Deriglasow, AI Architect, EWE TEL
Discover how to scale enterprise generative AI from PoC to production through a real-world success story. Join us to explore EWE Telecommunications’ journey of implementing GenAI across their business units. Explore essential strategies for enterprise-wide AI deployment using Amazon Bedrock, including model selection, data integration, cost optimization and observability. Gain practical insights on overcoming adoption challenges and learn how EWE achieved measurable business results, achieving 5x efficiency improvements in sales operations.
GAI205: Adobe Firefly - GenerativeAI challenges from the SREs perspective
Rakshith Rao, Sr Solutions Architect, AWS | Jens Ihnow, Senior Manager Reliability Engineering, Adobe
Firefly is Adobe’s Generative AI service that offers new ways to ideate, create, and communicate, while significantly improving creative workflows. Operating a GenAI service at scale, while ensuring reliability, security, and efficiency comes with a new set of challenges. In this session, we look behind the scenes at how Adobe runs Firefly inference at scale on AWS. We also cover the AWS services that enable building GenAI services like Firefly with recommendations on how to start. We close with best practices for running GenAI inference in production.
GAI206: Amazon Nova Understanding Models
Abraham Arellano Tavara, Senior Solutions Architect, AWS | Renate Tokeva Ilieva, Product and AI Strategist, SAP SE | Nora von Thenen, Developer Advocate, SAP SE
Unlock the power of Amazon Nova: a revolutionary family of understanding models that can handle multimodal. This session dives into the capabilities of Amazon Nova, which set new benchmarks in AI. Discover how Nova models excel in visual reasoning, agentic workflows, and functional expertise across key enterprise verticals. Experience industry-first video understanding on Amazon Bedrock and unparalleled customizability through self-service fine-tuning and distillation. Amazon Nova offers superior price performance, with lower pricing at equivalent or better latency. Join this session to explore how Amazon Nova can transform your AI applications, from document analysis to API execution and UI actuation.
GAI212: Build a data foundation to fuel generative AI
Tonia Schneider, Global Strategic Account Manager, AWS | Felix Wegner, Solutions Architect, AWS
Data has long been considered a strategic asset by organizations, but generative AI puts a renewed emphasis on the importance of a data strategy. Whether you are building your own model or customizing a foundation model, your data is a key differentiator for generative AI. In this session, learn about the data tools that can fuel your generative AI strategy and the common data patterns required to transform your generative AI application from a generic tool to a program that knows your business and your customer
GAI215: Generative AI in action - Transforming Customer Service at SIXT
Lingli Zheng, Senior AI/ML Go-to-Market Lead, AWS | Maike Tigges, Senior GenAI/ML Sales Specialist, AWS | Dominik Eberlein, VP of Data Science, Sixt
SIXT – a leading global mobility service provider with thousands of daily customer interactions – is using Generative AI to better customer service by changing how products and people interact with customers, through increased innovation and productivity. Hear how SIXT built an enterprise grade Generative AI application using Amazon Bedrock and other AWS services that increase agent productivity while improving response time. Gain insights and best practise from AWS specialists in building production-ready generative AI applications at scale.
GAI216: What’s new with Amazon Q Business
Kerstin Kriha, Senior GenAI Sales Specialist, AWS | Katja Philipp, Senior Prototype Architect, AWS
As enterprises grapple with fast technological change, join this session to learn about the latest product releases with Amazon Q Business. The session dives into the latest features and enhancements of Amazon Q Business, demonstrating how to deploy an Amazon Q Business application that leverages your enterprise content—empowering employees to answer questions, provide summaries, generate content, and securely complete tasks.
GAI302: Full-stack AI with the AWS Amplify AI kit
Enigbokan olajide, Senior Solutions Architect, AWS | Muhammed Salih GĂĽler, Senior Developer Advocate, AWS
Generative AI is transforming full-stack development. In this session, learn how AWS Amplify, Amazon Q, and Amazon Bedrock work together to streamline building generative AI applications. See how Amplify helps developers build AI-driven features like intelligent search, summarization, content generation, and interactive chatbots backed by Amazon Bedrock. The session also shows how Amplify with Amazon Q can accelerate your development process.
GAI307: Responsible generative AI: Evaluation best practices and tools
Mia Chang, GenAI Specialist Solutions Architect, AWS | Antonia Wiebeler, Data Scientist, AWS
Given the indeterministic nature of large language models (LLMs), risk mitigation has become a critical step in moving generative AI workloads from development to production. This session covers an action plan for LLMs, Retrieval-Augmented Generation (RAG), agent evaluation, and guardrails assessment. It leverages open-source libraries and AWS services, followed by the deep dive of scoping, choosing metrics and release criteria, designing an evaluation dataset, and interpreting results.
GAI308: Using multiple agents for scalable generative AI applications
Viktor Vedmich, Senior Developer Advocate, AWS | Viktoria Semaan, Senior Developer Advocate, AWS
This technical deep dive explores building multi-agent systems using Amazon Bedrock and open-source orchestration tools. Learn to design workflows with Bedrock primitives (action groups, knowledge bases) and parallelize tasks. We demonstrate tool integration via Lambda functions, evaluator agents to combat hallucinations, and traceable memory management. You will learn Multi-Agent patterns for knowledge base partitioning, tool abstraction via Lambda, and API-triggered action groups to coordinate domain-specific agents.
GAI310: SĂĽddeutsche Zeitung scaling AI workloads with efficient model choice
Dr. Thomas Kriechbaumer, Principal AI/ML Solutions Architect, AWS | Alessandro Alviani, Lead Generative AI, SĂĽddeutsche Zeitung Digitale Medien GmbH
As you build, deploy, and scale generative AI applications, using and managing the right set of models for the outcomes you desire becomes key. Amazon Bedrock is introducing several features designed to help you find the right models and help you enhance cost-efficiency while maintaining world-class performance and accuracy. Attend this session to learn about Amazon Bedrock Marketplace, Intelligent Prompt Routing, and Model Distillation.
GAI311: Practical generative AI using Amazon Nova
Olimbia Qirjaqi, Solutions Architect, AWS | Melanie Mrochen, Senior Product Owner Digital Experience, Siemens AG | Fabian Fischer , IT Architect & Service Integrator, Siemens AG
Discover how cutting-edge Nova models can be used to deliver impact to your business today with practical generative AI applications. Learn how Siemens uses Amazon Nova to empower their AI Search engine. See how Nova was built with business use cases like document understanding, conversational assistants, and multimodal content generation in mind. Learn the AWS strategy for delivering an exceptional out-of-the-box experience and watch live demonstrations of Nova capabilities across diverse industries.
GAI314: Creative content generation with Amazon Nova Reel & Amazon Nova Canvas
Diana Cheng , Senior Solutions Architect, AWS | Pajtim Matoshi, Solution Architect, AWS
Discover the innovative content creation capabilities of Amazon Nova Video and Image Generators on Amazon Bedrock. Experience the Nova Video Generator, which produces high-quality, realistic videos up to two minutes long with unparalleled visual and temporal consistency. Explore the Nova Image Generator, which offers state-of-the-art image generation and editing. Learn how these capabilities empower customers with cutting-edge visual content creation tools. Join this session to unlock the future of AI-driven video and image generation.
GAI317: How is SumSub transforming intelligent document processing with Gen AI
Nikita Fedkin, Senior Solutions Architect, AWS | Eugeny Malyutin, AI@SumSub
This session covers the use of generative AI models for intelligent document processing tasks. It introduces the intelligent document processing pipeline and demonstrates how generative AI can enhance the capabilities of recognition and information retrieval within a document intelligence engine in a multilingual and dynamic environment at scale. We will discuss optical character recognition (OCR) and vLMs, document classification based on content, structure, and visuals, orchestration of different AI models (and providers) at scale with respect to traffic, regulations, and various models, document rule matching, and frameworks that combine generative models with decision-making and task orchestration.
GAI318: Build scalable RAG applications using Amazon Bedrock Knowledge Bases
David Lichtenwalter, Senior Solutions Architect, AWS | Aamna Najmi, Senior Specialist Solutions Architect GenAI, AWS
Amazon Bedrock offers a managed Retrieval Augmented Generation (RAG) capability, connecting foundation models to your data. This session explores techniques like advanced chunking, parsing, filtering and hallucination reducing capabilities in Amazon Bedrock Knowledge Bases for improved accuracy and security. Learn how to leverage managed data ingestion, responsible AI and evaluation capabilities to scale RAG applications from proof of concept to production.
GAI319: The AWS approach to secure generative AI
Sibasankar Behera, Global Solutions Architect, AWS | Aleksandar Tolev , Senior Manager Solutions Architecture, AWS
AWS AI infrastructure and services have built-in security and privacy features to give customers control over their data. Join this session to learn how AWS thinks about security across the three layers of our Gen AI stack, from the bottom infrastructure layer to the middle layer, provides easy access to all the models along with tools customers need to build and scale Gen AI applications, and the top layer includes applications that leverage LLMs and other FMs to make work easier.
GAI320: Designing generative AI workload for resilience
Jean-Francois L., Senior Solutions Architect, AWS | Ioannis Lioupras, Solutions Architect, AWS
Generative AI applications moved from proof of concepts to production systems in 2024. That also means that resilience becomes a first class citizen in the list of requirements for such applications. Come to learn how to achieve the same resilience you are used to achieve for your traditional websites with your generative AI Applications. These applications have different characteristics requiring different recipe to be successful.
GAI321: Finding the Needle in the Haystack Using SageMaker AI
Ahmed Ghonima, Associate Solutions Architect, AWS | Mariano Kamp , Principal Solutions Architect, AWS
We’d like to propose an innovative approach as a thought experiment: training a Transformer models using SageMaker AI to analyze structured data for anomaly detection. Transformer models excel at learning from massive amounts of complex data – a characteristic that makes them well-suited for anomaly detection in structured datasets. We’ll demonstrate how these models can learn intricate patterns from structured data and effectively highlight deviations in new observations by leveraging SageMaker AI for model training.
GAI322: Safeguard your generative AI apps from prompt injections
Manuel Heinkel, Solutions Architect, AWS | Puria Izady, Solutions Architect, AWS
Prompt injection attacks pose a risk to the integrity and safety of generative AI applications. Threat actors can craft prompts to manipulate the system, leading to the generation of harmful, biased, or unintended outputs. In this session, explore effective strategies to defend against prompt injection vulnerabilities. Learn about robust input validation, secure prompt engineering principles, and comprehensive content moderation frameworks. See a demo of various prompts and their associated defense mechanisms. By adopting these best practices, you can help safeguard your generative AI applications.
That’s all Gen AI at the summit?
No, it’s not. There are many more demos and sessions which are also touching or even build around Gen AI.
You might want to head over to Women of Cloud Stage:
WOC103: Panel: Responsible AI in a Corporate Strategy
Helena Yin Koeppl, Director of Enterprise Strategy, AWS | Cassandre Vandeputte, Solutions Architect, AWS | Anna-Sophie Schichtl, Sr Enterprise Business Developer, AWS | Melissa KĂĽhn, Senior Tech Strategy Consultant, Otto Group | Anissa Ayoub, Team Lead Technical Product Development, OTTO
As generative AI transforms industries at unprecedented speed, organizations face both extraordinary opportunities and complex challenges. Join experts from AWS and OTTO as they discuss the intersection of AI and organizational development to promote the safe and responsible use of AI. Our panelists will share how responsible AI can be balanced with innovation, included in corporate strategy, and what role it will play in organizations in the near future.
WOC304: How StepStone powers intelligent job matching at scale
Reem Gaafar, Senior Technical Account Manager, AWS | Daria Rezyapova, Data Scientist, Stepstone
StepStone showcases its AI-powered recruitment engine that revolutionizes online hiring by generating real-time compatibility scores between candidates and job listings. Using Amazon SageMaker, the platform processes millions of CV-job combinations daily, delivering personalized matches at scale. The session reveals the technical architecture behind parsing documents, managing high-volume calculations, and ensuring transparent, ethical AI recommendations. See how machine learning transforms recruitment while maintaining fairness in hiring practices.
 WOC107: Gen AI in the workplace: Productivity, ethics, and change management
Jennifer GrĂĽn, Senior GTM Specialist GenAI, AWS | Zorina Alliata, Principal Delivery Consultant, AWS
Navigating the transformative impact of generative AI on the modern workplace, this session explores strategies to maximize productivity gains while addressing ethical concerns and change management challenges. Key topics include ethical implementation frameworks, fostering responsible AI usage, and optimizing human–AI collaboration dynamics. The session examines effective change management approaches to ensure smooth integration and adoption of generative AI technologies within organizations*.*