From Automation to Intelligent Engagement | Bricom at the 2026 Amazon Web Services Go-global Conference
- Mar 20
- 3 min read
On March 18, the 2026 Amazon Web Services (AWS) Go-global Conference was successfully held in Shenzhen, China. Guided by AWS’s upgraded “Three Horizontals and One Vertical” strategy, the event brought together globalizing enterprises and ecosystem partners to explore new growth opportunities in the AI era.
At the conference, Tao Shen, General Manager of Industry Cluster at AWS, highlighted four key trends shaping global expansion today: intensifying competition driven by industrial upgrades, security and compliance as baseline requirements, stronger ecosystem collaboration, and deep localization as a critical success factor.
As a core AWS partner, Bricom was invited to participate and showcased its generative AI–powered intelligent customer service solution at the exhibition booth, under the theme “From Automation to Intelligent Engagement.”
From Automated Responses to Intelligent Engagement
As businesses accelerate global expansion, customer service is evolving from basic responsiveness to more advanced intelligence and personalization. While traditional automation improves efficiency, it still struggles with complex intent understanding, multi-turn conversations, and cross-channel orchestration.
To address these challenges, Bricom leverages AWS capabilities to build an integrated solution powered by Amazon Connect as the contact center foundation and Amazon Bedrock as the AI engine, combined with Zendesk’s omnichannel service capabilities. This enables enterprises to transition from automation to true intelligent engagement.
The solution connects multiple customer touchpoints—including voice, email, and social channels—delivering 24/7 real-time support. Through seamless collaboration between AI agents and human agents, it ensures both operational efficiency and a more humanized customer experience.
Generative AI-Driven Intelligent Customer Service Solution
At the event, Bricom demonstrated key capability advancements of generative AI in contact center scenarios:
Omnichannel Intelligent Service Hub
A unified platform integrates all customer touchpoints, enabling centralized conversation management and full context continuity. AI agents leverage enterprise knowledge bases and real-time data to accurately understand intent and generate precise responses, significantly improving first contact resolution (FCR).
AI Agent for Multi-turn Conversations and Task Execution
Unlike rule-based bots, AI agents can dynamically plan conversation flows and handle multi-turn interactions across use cases such as marketing engagement, customer follow-ups, and order processing. With API integrations, they enable end-to-end automation by connecting with backend systems.
Intelligent Outbound and Dynamic Strategy Optimization
In outbound scenarios, the system dynamically adjusts scripts and engagement strategies based on customer profiles, timing, and interaction feedback—improving reach and conversion rates. It also supports multi-task scheduling and cross-line-of-business management for greater operational agility.
AI-powered Quality Assurance and Closed-loop Optimization
Quality assurance evolves from manual sampling to full-scale, real-time analysis. AI automatically detects sentiment shifts, compliance risks, and key issues, providing actionable insights to optimize workflows and agent performance.
Closing Thoughts
As generative AI continues to evolve, customer service is entering a new phase of transformation. The shift from automation to intelligent engagement is not just a technology upgrade—it represents a fundamental redefinition of service models and growth strategies.
Looking ahead, Bricom will continue to deepen collaboration with AWS and ecosystem partners, driving AI-powered customer experience innovation and enabling enterprises to achieve sustainable, high-quality growth in global markets.
In the era of Globalization 2.0,
"Intelligent digital foundation" is hard power,
"Excellence in global operations" is soft power.
Bricom is committed to connecting the world, focusing on experience innovation, reimagining the future of experience, and empowering brands.
Using intelligent customer service as a bridge,
We help Chinese enterprises not only go global—
but also go deeper and go further.
Bricom offers professional customer experience transformation solutions, helping businesses build intelligent, omnichannel global contact centers.
If you are planning to upgrade your overseas customer service operations or want to learn the right approach to deploying AI-powered service, connect with the Bricom team. Let’s explore the possibilities of service without borders.
Beijing Bridge Communication Co., Ltd (Bricom) is an AWS Partner Network (APN) Partner and a Zendesk Premier Partner. Bricom empowers enterprises in China and around the world to achieve digital transformation and continuous innovation, providing implementation capabilities for Amazon Connect and Zendesk, as well as lifecycle management services for Contact Center as a Service (CCaaS).
We offer one-stop integrated solutions for customer interaction data, effectively addressing data silo issues and facilitating the seamless deployment of AI applications for enterprises. By building a unified customer data platform, we realize omnichannel data aggregation and intelligent routing, empowering contact centers to deliver seamless service experiences and fully unlock the value of AI.
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