The ENTERTAINER utilizes AWS offerings to launch its new AI-powered mobile app

Amazon Web Services (AWS) revealed the next generation of digital lifestyle experiences through its collaboration with The ENTERTAINER, the region’s leading app lifestyle savings app.

As The ENTERTAINER celebrates its 25th anniversary, the company is evolving its mobile platform by leveraging cloud computing and generative AI services from Amazon Web Services, transforming from a traditional app centered on BOGO offers into a fully integrated lifestyle companion that personalizes and enhances the user experience through artificial intelligence.

The upgraded mobile app introduces a new experience powered by H.A.P.I.™, a bilingual conversation genAI assistant powered by Amazon Bedrock. This highly personalized assistant enables users to engage in natural conversations in both English and Arabic, reshaping how customers discover exclusive offers, plan activities, and receive instant support.

Through natural conversational interactions, the bilingual AI assistant handles open-ended queries, understands user intent, and delivers personalized recommendations. Whether users are planning a family brunch or searching for daily activities, the assistant can build custom itineraries with relevant offers and automate routine inquiries, allowing customer service teams to focus on cases that require human empathy and interaction. It delivers efficient automated support while enabling meaningful human engagement when needed.

These intelligent interactions are supported by a system of four specialized AI assistants, all built on Amazon Bedrock, a secure, flexible, and comprehensive platform for developing next-generation AI applications and agents. Working together, these assistants enhance the customer experience by handling complex requests, including:

• a Planner Assistant that organizes detailed itineraries for inspiration-seeking users,
• a Search Assistant that retrieves relevant information about offers and merchants,
• a Knowledge Assistant that instantly answers FAQs from The ENTERTAINER’s knowledge base,
• and an Escalation Assistant that seamlessly transfers complex inquiries to human customer service teams.

To improve response speed, the backend infrastructure has been upgraded with an enhanced Amazon OpenSearch cluster, leveraging conversational AI, semantic search, and targeted and analytical search capabilities to deliver faster, more accurate results for both search and knowledge assistants.

The system integrates with Amazon Personalize to deliver tailored offers and uses Amazon Bedrock Guardrails to ensure safe, relevant customer service interactions.

Commenting on the collaboration, Chris Erasmus, General Manager of Amazon Web Services in the UAE and the Middle East & North Africa (MENA) region, said: “We are thrilled to work with the ENTERTAINER as they celebrate a 25-year legacy by reinventing their customer experience through Gen AI.” He also added: “The ENTERTAINER is a prime example of a company making significant investments in AI throughAWS’s Gen AI capabilities to drive real business impact and enhance customer experience.”

Donna Benton, Founder and CEO of The ENTERTAINER, said: “For 25 years, the ENTERTAINER has provided unbeatable value and memorable experiences to our members.” She also added: “Our collaboration with AWS enables us to make this vision a reality.” H.A.P.I. ^TM is at the heart of our evolution, combining the best and most relevant offers with a smart, intuitive lifestyle companion. We are utilizing the power of Gen AI to anticipate our customers’ needs.”

The ENTERTAINER’s reinvented AI-powered mobile app experience is available across its operating markets in the Middle East, Africa, and Asia, including the UAE, Saudi Arabia, Qatar, Bahrain, Oman, Kuwait, and Singapore.