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Businesses grapple with customer relationships spanning multiple channels. Understanding these interactions is essential for enhancing engagement. This chalk talk explores how AWS graph technology, used with generative AI, can unravel these complexities. The talk demonstrates how to use Amazon Neptune, Amazon Bedrock, and AWS End User Messaging to model a 360-degree customer and extract entity relationships. Learn how end-to-end data integration not only automates the identification of user behavior patterns but also enhances engagement strategies across diverse industries where complex relationship modelling is required, bringing your data from insights to action.