This recognition underscores Tealium’s leadership as the governed, real-time context engine powering GenAI
Tealium today announced that it has achieved the Amazon Web Services (AWS) Generative AI Competency, recognizing the company for its technical expertise and proven customer success in helping joint customers operationalize Generative AI (GenAI) at scale.
Tealium joins a select group of Partners recognized for helping customers deploy GenAI directly within their AWS environments, all while reducing hallucination risks, decreasing inference latency, and automating complex decisioning.
As enterprises move from AI experimentation to deployment, context becomes critical. Many AI systems still operate on static datasets and batch pipelines that separate model execution from live customer interaction. For instance, a recent TechRadar piece reports only 2% of enterprises are highly-ready for AI.
Modern GenAI systems now rely on structured, real-time context at inference, including behavioral signals, unified profiles, predictive traits, consent status, and session intent. Tealium connects data collection, identity resolution, governance, and model execution into a continuous, bidirectional loop, ensuring AI systems run on live, consented data.
“AI doesn’t fail because of models – it fails because of a lack of context,” said James Ford, Head of Global Partnerships at Tealium. “Achieving the AWS Generative AI Competency validates our role as the real-time context engine for AI. We provide the data orchestration layer AI builders need, ensuring every inference request across AWS services is enriched with the most up-to-date customer data available.”
By embedding real-time context directly into AWS AI workflows, Tealium ensures every model decision is grounded in better customer intelligence. This enables:
- In-session inference instead of prior-day scoring
- Embedded consent and governance controls before model invocation
- Closed-loop workflows where AI outputs dynamically inform downstream actions
- Reduced reliance on batch-based integration pipelines
For instance, a global airline customer moved from daily model scoring to live session inference, reducing personalization latency from 24 hours to under 300 milliseconds – increasing same-session conversion while reducing promotional dependency.
Tealium delivers multiple AWS connectors for GenAI-powered workflows such as:
- Amazon Bedrock for real-time inference and foundation model execution
- Amazon SageMaker for model training, feature utilization, and ML lifecycle management
- Amazon Connect for AI-powered contact center experiences
Tealium has also achieved competencies in Advertising and Marketing, Automotive, Retail, Data and Analytics, Travel and Hospitality, and Financial Services.
