Australia's Trusst AI signs strategic agreement with AWS

Australian and U.S.-based artificial intelligence company Trusst AI has signed a Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS).

Through the SCA, Trusst AI will aim to accelerate its ability to enable businesses to reorganise work by automating complex customer interactions, enabling smarter workflows and freeing up teams to focus on strategic, creative, and value-driven activities.

Trusst AI is an Australian AWS Partner providing generative AI-powered insights and automation to sales, marketing, and service teams within the FSI, healthcare, telco, retail, transport, travel, and energy industries across North America and Asia Pacific.

The company developed its TrusstGPT platform to help customer experience teams analyse millions of conversations from voice, chat, email, SMS, social, web, CRM, surveys and other channels in seconds, providing insights, quality assurance, and compliance.

The TrusstGPT platform, built for business users, allows operations teams to use these insights to configure AI Agents (AI powered virtual assistants) across any channel.

These AI Agents are autonomous digital orchestrators and allow businesses to build customer experiences from the ground up with AI at the core—handling sales calls, providing coaching assistance, predicting customer churn, identifying upsell opportunities, and optimising workforce scheduling with precision and adaptability.

The platform is built entirely on AWS using key services and is deployed in customers' virtual private cloud, ensuring data security and enabling highly customisable functions.

TrusstGPT also claims to boost sales conversions and upsell opportunities and save thousands of hours by automating note-taking and translation in any language or dialect. The platform allows deep data-specific queries, provides customer service agent coaching recommendations, detects customer dissatisfaction, and predicts churn.

TrusstGPT supports both human and AI Agents, and can automate high-volume, low-value conversations.

By signing a Gen AI SCA with AWS, Trusst AI gains access to the AWS Activate program, which supports startups from their earliest stages, offering cloud credits, technical support, and business mentorship. AWS Activate helped Trusst AI build, test, and productise new proof of concepts for TrusstGPT.

The company also plans to accelerate its global expansion under the SCA, starting with the US, by leveraging AWS' worldwide infrastructure. This includes using AWS Regions in Sydney, Singapore, London, and the United States, as well as selling on AWS Marketplace to reach a broader customer base. 

Trusst AI will use Amazon Bedrock to streamline AI application development, leveraging various LLMs for automating workflows, extracting insights, and powering AI agents for enhanced customer experiences across any channel in any language; Amazon Nova's advanced language models to enable more natural and context-aware conversations, creating human-like AI assistants that understand and respond to complex customer queries with greater accuracy, at scale; and Amazon SageMaker's fully managed infrastructure to quickly build and train ML models for various experience service tasks, including sentiment analysis, intent recognition, and response generation.

Trusst AI co-founder and CEO, Sarel Roets, said the agreement helps the company to accelerate innovation in customer service using generative AI to make interactions better.

 “TrusstGPT takes the guesswork out of providing a secure, data-driven customer experience, giving organisations across a wide range of industries the power to harness generative AI to save time and money while improving sales and customer sentiment,” said Roets.

“For example, a telco customer with multiple brands struggled with fragmented customer feedback across contact centre software, spreadsheets, and email surveys, assessing less than 2% of interactions. Customer data analysis took over a month, and management lacked confidence in the data. After adopting TrusstGPT, the telco analysed all interactions in hours, boosting sales by 3% and adding $2.2 million in annual revenue.”

“Innovative startups like Trusst AI are demonstrating how Gen AI can deliver real business value such as increased productivity and cost savings, while also redefining the customer experience by leveraging data to provide more informed insights,” said Chris Casey, AWS’ director of APJ partners at.

“By deepening our collaboration, we can provide Trusst AI with the support it needs to rapidly take TrusstGPT global.”