Uplifting conversion across the acquisition funnel with personalization using contextual bandits on AWS

Amazon Payments used a multi-objective contextual multi-armed bandit on Amazon SageMaker AI to personalize product acquisition funnels, achieving a high single-digit percentage lift in conversion for one customer group in a seven-week A/B test. The approach continuously balances exploration and exploitation to optimize content selection, demonstrating the growing role of bandits in managing generative AI content variations.