“Anything is Possible” — Highlights from Ruba Borno’s Keynote at AWS re:Invent 2023

by Michael Boyd, Portfolio Director, Rackspace Technology

a women speaking on stage

Partners are critical to the Amazon Web Services (AWS) business model, according to CEO Adam Selipsky. He joined Dr. Ruba Borno, Vice President of AWS Worldwide Channels and Alliances, on stage at AWS re:Invent 2023 for her partner keynote, titled “Anything is Possible.” He underscored the importance of partners helping support AWS customers around the world. 

In her keynote, Dr. Borno spoke about the AWS world of strategic partnerships and described how AWS and its partners are achieving “impossible firsts” — from helping customers reimagine their business models to driving more successful business outcomes.

Dr. Borno announced several new services and capabilities added to the AWS marketplace, including a new pricing model, new partner specializations and Generative AI on AWS. She also welcomed other members of the AWS team and several AWS partners on stage to share their insights with the keynote attendees.

When Selipsky joined her on stage, she asked him, “Can you tell us how we’re working from the top to bring partners on our journey of delighting out customers?”

“Our partner ecosystem has been an absolutely fundamental plank of the AWS strategy literally from day one,” Selipsky said. “And that has not changed. Now, we’re investing even more resources in our partner network. Our partners have really become a part of the fabric of how we go to market in so many ways.”

AWS announced Generative AI Center of Excellence

During her discussion on the future of AI, Dr. Borno cited a McKinsey report that stated that generative AI could contribute to $4.4 trillion to the global economy. She stressed how important it will be for AWS partners to help their customers respond to rapid AI-driven technology changes, noting that customers will need help moving from proof-of-concept to production environments. AWS is relying on their partner network and providing support to help customers make that transition.

To that end, Dr. Borno announced the launch of the Generative AI Center of Excellence (CoE) for AWS Partners, which is focused on advancing customers’ application of generative AI. “Our Center of Excellence is a crucial bridge between the potential of AI and the growing landscape of tools, applications and use cases that have the potential to revolutionize our customer experience,” she said.

New AWS partner services announced at keynote

During the keynote, Dr. Borno and the team announced new features in the AWS partner program designed to bring greater support to its partners, including:

AWS demonstrated to the keynote attendees that anything really is possible with its ever-expanding range of powerful services and its strong foundation of partner support.

Learn more about how we can help you build the future on AWS.