AWS Gen AI is transforming the ENTERTAINER’s digital platform through a new collaboration with Amazon Web Services. The partnership marks a major step in the company’s shift from a traditional savings app to an AI-powered lifestyle companion.

Amazon Web Services, an Amazon.com company, is supporting this transformation as the ENTERTAINER celebrates its 25th anniversary. Through AWS cloud and generative AI services, the company is upgrading its mobile platform to deliver more personalized and interactive experiences.

As a result, the revamped app introduces H.A.P.I TM, a bilingual conversational assistant powered by Amazon Bedrock. The assistant communicates in English and Arabic. It allows users to discover offers, plan activities, and receive real-time support through natural conversations.

Moreover, H.A.P.I TM understands user intent and responds to open-ended questions. It creates customized itineraries for family outings, dining, and daily activities. At the same time, it automates routine customer service queries. This enables support teams to focus on complex cases that require human empathy.

In addition, the AI system is built on four specialized assistants running on Amazon Bedrock. These include a planner assistant for detailed schedules, a search assistant for offers and merchants, a knowledge assistant for FAQs, and an escalation assistant for routing complex issues to human agents.

To improve performance, the backend infrastructure has been modernized using Amazon OpenSearch. It uses conversational AI, semantic search, and vector capabilities. As a result, response times are faster and results are more accurate for users.

Furthermore, the platform integrates Amazon Personalize to deliver tailored offers. It also uses Amazon Bedrock Guardrails to ensure interactions remain safe, relevant, and reliable.

Chris Erasmus, General Manager for UAE and the Middle East and North Africa at AWS, said the collaboration reflects strong investment in AI. He noted that AWS Gen AI is helping the ENTERTAINER deliver meaningful business impact and enhance customer experience.

He added that H.A.P.I TM demonstrates how generative AI can create intuitive and engaging digital services in the lifestyle and loyalty sector.

Donna Benton, Founder and CEO of the ENTERTAINER, highlighted the company’s 25-year legacy of delivering value. She said the new platform supports the company’s vision to become a daily companion for users by leveraging advanced AI technologies.

She also emphasized that the partnership with AWS enables unmatched levels of personalization. According to her, H.A.P.I TM combines smart recommendations with relevant offers to anticipate customer needs.

Meanwhile, the new AI-powered app experience is now available across multiple regions. These include the UAE, Saudi Arabia, Qatar, Bahrain, Oman, Kuwait, Singapore, and other markets in the Middle East, Africa, and Asia.

Users can access the upgraded app through official app stores and the company’s website. The launch represents a new phase in personalized digital lifestyle services, where cloud and AI technologies are closely integrated with everyday activities.

Overall, the collaboration highlights how AWS Gen AI is shaping the future of mobile experiences, strengthening customer engagement, and redefining personalization in the regional lifestyle and loyalty market.

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