© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Vikram Anbazhagan, AWS Sr. Product Mgr, AWS Deep Learning

April 19th 2017

Introducing Amazon Lex Service for Building Voice or Text Chatbots

Amazon Lex

Why did we build Amazon Lex?

What is Amazon Lex?

How do I build conversational apps using Amazon Lex?

Q&A

Why did we build Amazon Lex?

Advent of conversational interactions

1st Gen: Punch Cards & Memory Registers

2nd Gen: Pointers & Sliders

3nd Gen: Conversational Interfaces

Developer challenges

Conversational interfaces need to combine a large number of sophisticated algorithms and technologies

Speech Recognition Language

Understanding

Business Logic

Disparate Systems

Authentication

Messaging platforms

Scale Testing

Security

Availability

Mobile

Conversational access

On-demand

Accessible

Efficient

Natural

Amazon Lex: A new service for building conversational interfaces

using voice and text

Complete solution

End to End

Speech to Intent

ASR+NLU integrated into

one API

Dialog Management

Native support & maintains context

Text to Speech

Amazon Polly integrated into API

Business Logic

Native integration with AWS Lambda

Deployment

One click deployment

Security

Encrypted data in transit & at rest

Scale

Completely managed service

Analytics

Monitor and improve

Text and speech language understanding: powered by the same technology as Alexa

Enterprise Ready: connect to enterprise systems via SaaS connectors Versioning and alias support

Build once and deploy to multiple platforms

Designed for builders: efficient and intuitive tools to build conversations; scales automatically

Amazon Lex - features

Continuous Learning: monitor and improve your bot

Text and speech language understanding

Speech Recognition

Natural Language Understanding

Powered by the same deep learning technology as Alexa

Multi-platform

Mobile Messaging Platforms Web IoT

SDKs: iOS & Android Mobile Hub

Facebook, Twilio SMS and Slack

SDKs: Java, JavaScript, Python, CLI, .NET, Ruby on Rails, PHP, Go, and CPP

Integrated with AWS IoT via AWS Lambda

Build once and deploy to multiple platforms

Designed for builders

Efficient and intuitive tools to build conversations

AWS Mobile Hub integration

Authenticate users

Analyze user behavior

Store and share media

Synchronize data

More …. Track retention

Conversational bots Amazon Lex AWS Mobile SDKs

AWS Mobile Hub

Enterprise SaaS connectors with Mobile Hub

Amazon Lex

Mobile App

Mobile Hub SaaS connector

Amazon API Gateway

AWS Lambda

1: Understand user intent

Amazon API Gateway

AWS Lambda

3: REST response into natural language

2: Invoke a SaaS application or existing business application

Business application

Firewall

User input Mobile Hub

custom connector

Versioning and Alias support

Alias Versioning

• Supported for Intents, Slots, and Bots

• Enables multi-developer environment

• Rollback to previous versions

• Deploy different aliases to different platforms

• Run different stacks for dev, stage and prod environments

• Target different user groups with different aliases

v1 v2 v3 latest

v1 dev

v2 stage

v3 prod

Continuous learning

Monitor

AWS CloudWatch metrics

Missed utterances

Improve

Add to intent

Analyze

Amazon Lex – use cases Informational Bots Chatbots for everyday consumer requests

Application Bots Build powerful interfaces to mobile applications

• News updates • Weather information • Game scores ….

• Book tickets • Order food • Manage bank accounts ….

Enterprise Productivity Bots Streamline enterprise work activities and improve efficiencies

• Check sales numbers • Marketing performance • Inventory status ….

Internet of Things (IoT) Bots Enable conversational interfaces for device interactions

• Wearables • Appliances • Auto ….

Amazon Lex benefits

High quality text and speech language understanding

Built-in integration with the AWS platform

Seamlessly deploy and scale

Easy to use

Cost effective

How do I build conversational apps using Amazon Lex?

Amazon Lex

Utterances Spoken or typed phrases that invoke your intent

BookHotel Intents An intent performs an action in response to natural language user input

Slots Slots are input data required to fulfill the intent

Fulfillment Fulfillment mechanism for your intent

“Book a hotel”

Book Hotel

NYC

“Book a Hotel in NYC”

Automatic Speech Recognition

Hotel Booking

New York City

Natural Language Understanding

Intent/Slot Model

Utterances Hotel Booking City New York City Check In April 19th Check Out April 21st

“Your hotel is booked for April 19th”

Amazon Polly Confirmation: “Your hotel is booked for Nov 30th”

“Can I go ahead with the booking?

a

in

Slot elicitation

Check In 4/19/2017

City New York City

I would like to book a hotel

Sure, which city will you be traveling to?

New York City

What date do you want to check in?

April 19th

Conversation context

Slot Values Intents Prompts Confirmations Session Attributes

Slot Value

Slot Value

Conversation

Yes/No

Session Attributes

Intent

Prompt

Lex maintains context by storing data throughout the conversation

Confirm

Dynamic conversation flow

Conversation Session Attributes

Second Intent

Switch Intents

First Intent

Session Attributes

Conversation

Chain Intents

Takeout

Dine In Dine In or Take out?

Anything else today?

Book a Car

Dialog management I would like to book a hotel

Sure, which city will you be traveling to?

New York City

What date do you want to check in?

Tomorrow

… And for how many nights is this for?

City

Simple Declarative Model

Check-In Date

Check-Out Date

Slots Which city will you be travelling to?

What date do you want to check in?

How many nights is this for?

Prompts

Build Multi-turn Conversations

Easy Setup in Console

Customize conversations I would like to book a hotel

Would you prefer to stay in Downtown this time as well?

Yes

What date do you want to check in?

April 19th

Sorry no availability. Would a different location work?

Personalize conversation based on user preferences

Validate user input and re-prompt as necessary

Error handling I want to …. {garbled} …..

Sorry can you please repeat that?

I am having trouble understanding Can you please say that again?

Sorry I am not able to assist you at this time

Clarify by requesting user to repeat

Uses a different prompt every time

Hang up phrase to end the conversation

Rich message formatting

I would like to rent a car

Sure. What type of car are you looking for?

Compact

• Formatted for messaging platforms

• Multiple cards supported

• Preview capability

• Test in console

Fulfillment

AWS Lambda Integration

Return to Client

User input parsed to derive intents and slot values.

Output returned to client for further processing

Intents and slots passed to AWS Lambda function

for business logic implementation

Save, build and publish

Save Build

Saving your bot preserves the current

state on the server

Building your bot creates versions that you can test

Publish

Publishing your app will create a version of your bot and provide

an alias to your clients

Test

Test your bot in a chat window on the

console

Programmatically build bots

… build, test and deploy bots using SDKs

Add Utterances Add Slot Values

SDKs: Java, JavaScript, Python, CLI, .NET, Ruby on Rails, PHP, Go, and CPP

Pre-defined resources

Built-in Slot Types

AMAZON.DATE

AMAZON.TIME

AMAZON.NUMBER

……

Ready to use slot types that are already trained with sample values Do not need to spend the time enumerating sample values for these slot types

Benefit from continuously expanding pre-defined resources

Messaging platforms

Facebook Slack Twilio SMS

Customer testimonials

Amazon Lex pricing

Text Speech

Price per 1000 requests $0.75 $4.00

Free Tier* (requests per month) 10,000

5,000

*Available for the first year upon sign-up to new Amazon Lex customers

Amazon Lex - technology

Amazon Lex

Automatic Speech Recognition (ASR)

Natural Language Understanding (NLU)

Same technology that powers Alexa

Amazon Cognito Amazon CloudWatch

AWS Services

Action AWS Lambda

Authentication & Visibility

Speech API

Language API

Fulfillment

End-Users

Developers

Console

SDK

Intents, Slots, Prompts, Utterances

Input: Speech or Text

Multi-Platform Clients: Mobile, IoT, Web,

Chat

API

Output: Speech (via Amazon Polly TTS) or Text

Amazon Polly: life-like speech service

Converts text to life-like speech

47 voices 24 languages Low latency, real time

Fully managed

Amazon Polly: A focus on voice quality & pronunciation

2. Intelligible and Easy to Understand

3. Add Semantic Meaning to Text

1. Automatic, Accurate Text Processing

4. Customized Pronunciation

Amazon Polly customers

Media and Entertainment Education Accessibility Content Creation Telephony/Contact Center Internet of Things Gaming

Q & A

Thank you! vikrama@amazon.com

© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Francesco Rovetta

4/19/2017

Customer Support Refreshingly Easy

Freshdesk

Freshdesk's powerful ticketing system tracks and prioritizes all the customer queries to ensure they get resolved

Freshdesk manages all of the customer conversations from various channels in one place

Ease of use Ease of setup

Multi-channel support

Efficient, engaged interactions

Freshdesk user experience

FreshBots – Powered by Amazon LEX

• Combine the Automatic Speech Recognition (ASR) and Natural Language Understanding (NLU) capabilities of Lex with the in-house developed workflow + Rule engine to automate customer self-service

• FreshBots leverage knowledge bases, user interactions, Freshdesk API’s and external system API’s for better customer experience and automated support

• The system validates customer inputs, call remote APIs and do complex logical computations to enable personalized conversations

• We enable support agents to take intelligent decisions to enhance customer experience

Freshdesk + Lex enable users to interact and transact with businesses

in natural language – leading to significant productivity impact for customers

Example Use Cases CAR RENTAL RESERVATION • Example: A car rental company configuring a Freshdesk Bot to automate the process of booking a

car. • The bot uses Amazon Lex’s Natural Language Understanding along with contextual data to

personalize and simplify the car booking process for customers. • IMPACT : Immediate information collection and delivery, Streamlined operations, High customer

engagement

VERIFICATION OF HELPDESK PERFORMANCE • A global support desk installs Freshdesk’s intelligent assistant bot. • The bot uses Amazon Lex’s Natural Language Understanding along with the Freshdesk knowledge

base to answer questions like “What are my team’s CSAT numbers?” • IMPACT: Identifying specific reasons for reduced CSAT in a certain region, the admin uses the bot’s

automation capabilities to set intelligent rules for CSAT improvement.

https://developers.freshdesk.com/

Thank You! Francesco Rovetta

VP Alliances, Freshdesk Francesco AT Freshdesk.com

Rajiv Ramanan Product Manager, Freshdesk

Rajiv AT Freshdesk.com

© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

David Woody

4/19/2017

Functional Bot Technology on Amazon Lex

The American Heart Association

Our Mission To build healthier lives, free of cardiovascular diseases and stroke.

Who we are and what we do…

The American Heart Association is the nation’s oldest and largest voluntary organization dedicated to fighting heart disease and stroke. Founded by six cardiologists in 1924, our organization now includes more than 22.5 million volunteers and supporters. We fund innovative research, fight for stronger public health policies, and provide critical tools and information to save and improve lives.

Since 1949, the AHA has invested more than $4 billion in research to enhance our knowledge of cardiovascular diseases and stroke.

Thirteen scientists funded by the American Heart Association have won Nobel Prizes, including nine for research we wholly or partially supported.

The AHA’s ECC programs train more than 18 million people every year by educating healthcare providers, caregivers, and the general public.

Heart Walk Events • The AHA engages nearly 1 million participants, nationwide, through our premier Heart Walk events, to

further our mission of saving lives.

• The Heart Walk is the AHA's premiere event designed to bring together communities, promote physical activity and raise funds in the fight against this country's No. 1 and No. 5 killers, heart disease & stroke

• AHA sponsors nearly 300 Heart Walk events annually in the U.S., totaling nearly 1 million participants.

• The Heart Walk is the largest fundraiser for the American Heart Association with 300 events nationwide raising $130M ($1.6B since it’s inception).

The Challenge The world is rapidly changing and we are constantly rethinking traditional approaches to reach people at the pace that they live their everyday lives. Heart Walk Goals:

• Adaptation to the changing workforce • Increase engagement • Increase the number of walkers fundraising • Increase in walkers participating • Increase in participant fundraising • Increase retention

User Experience

Frictionless User Experience

Priority #1 Registration

Our Approach The current process of registration…

• Decidedly not frictionless • Manual completion of a standard web form. • Multiple Pages with multiple questions to be comprehend and then answered per page.

Traditional optimizations efforts do not completely address the core issue… • The repeated need to read questions, comprehend what was asked, select an answer and then

type that answer creates a frictional event.

• The introduction of a natural language engagement eliminates the need to read text, accelerates comprehension and replaces manual input with speech.

However, we did not want

• A device specific solution • A solution requiring an app

Enter….Voice activated Bot technology

AHA Heart Walk Bot

• Browser based solution to register participants using text or speech

• Participants provide details such as email address to lookup and register with new teams

• Decision trees used for workflows: returning participant, starting new team, join as an individual

• Integrated with Teamraiser utilizing Luminate APIs via Lamda functions

• Participant is presented with T&C to opt-in and a summary of input

• Participant can confirm their information or, request to edit certain input

• Email notification is sent upon completion

Key Features

Architecture

Teamraiser

1. Heart Walk Participants initiate registration on their phone or laptop

2. Lex recognizes that a registration request has been initiated

3. Lex asks the registrant a series of questions and collects the responses

4. Registration information is passed to Team Raiser via Luminate APIs

5. Registrant receives email confirmation and link to their unique participant center

Demo

Summary

Confirmation & Email