While the potential of generative artificial intelligence (AI) is increasingly under evaluation, organizations are at different stages in defining their generative AI vision. In many organizations, the focus is on large language models (LLMs), and foundation models (FMs) more broadly. This is just the tip of the iceberg, because what enables you to obtain differential value from generative AI is your data.

Generative AI applications are still applications, so you need the following:

• Operational databases to support the user experience for interaction steps outside of invoking generative AI models
• Data lakes to store your domain-specific data, and analytics to explore them and understand how to use them in generative AI
• Data integrations and pipelines to manage (sourcing, transforming, enriching, and validating, among others) and render data usable with generative AI
• Governance to manage aspects such as data quality, privacy and compliance to applicable privacy laws, and security and access controls

LLMs and other FMs are trained on a generally available collective body of knowledge. If you use them as is, they’re going to provide generic answers with no differential value for your company. However, if you use generative AI with your domain-specific data, it can provide a valuable perspective for your business and enable you to build differentiated generative AI applications and products that will stand out from others. In essence, you have to enrich the generative AI models with your differentiated data.

On the importance of company data for generative AI, McKinsey stated that “If your data isn’t ready for generative AI, your business isn’t ready for generative AI.”

In this post, we present a framework to implement generative AI applications enriched and differentiated with your data. We also share a reusable, modular, and extendible asset to quickly get started with adopting the framework and implementing your generative AI application. This asset is designed to augment catalog search engine capabilities with generative AI, improving the end-user experience.

You can extend the solution in directions such as the business intelligence (BI) domain with customer 360 use cases, and the risk and compliance domain with transaction monitoring and fraud detection use cases.

Solution overview There are three key data elements (or context elements) you can use to differentiate the generative AI responses:

• Behavioral context – How do you want the LLM to behave? Which persona should the FM impersonate? We call this behavioral context. You can provide these instructions to the model through prompt templates.
• Situational context – Is the user request part of an ongoing conversation? Do you have any conversation history and states? We call this situational context. Also, who is the user? What do you know about user and their request? This data is derived from your purpose-built data stores and previous interactions.
• Semantic context – Is there any meaningfully relevant data that would help the FMs generate the response? We call this semantic context. This is typically obtained from vector stores and searches. For example, if you’re using a search engine to find products in a product catalog, you could store product details, encoded into vectors, into a vector store. This will enable you to run different kinds of searches.

Using these three context elements together is more likely to provide a coherent, accurate answer than relying purely on a generally available FM.

There are different approaches to design this type of solution; one method is to use generative AI with up-to-date, context-specific data by supplementing the in-context learning pattern using Retrieval Augmented Generation (RAG) derived data, as shown in the following figure. A second approach is to use your fine-tuned or custom-built generative AI model with up-to-date, context-specific data.

The framework used in this post enables you to build a solution with or without fine-tuned FMs and using all three context elements, or a subset of these context elements, using the first approach. The following figure illustrates the functional architecture.

Technical architecture When implementing an architecture like that illustrated in the previous section, there are some key aspects to consider. The primary aspect is that, when the application receives the user input, it should process it and provide a response to the user as quickly as possible, with minimal response latency. This part of the application should also use data stores that can handle the throughput in terms of concurrent end-users and their activity. This means predominantly using transactional and operational databases.

Depending on the goals of your use case, you might store prompt templates separately in Amazon Simple Storage Service (Amazon S3) or in a database, if you want to apply different prompts for different usage conditions. Alternatively, you might treat them as code and use source code control to manage their evolution over time.

NoSQL databases like Amazon DynamoDB, Amazon DocumentDB (with MongoDB compatibility), and Amazon MemoryDB can provide low read latencies and are well suited to handle your conversation state and history (situational context). The document and key value data models allow you the flexibility to adjust the schema of the conversation state over time.

User profiles or other user information (situational context) can come from a variety of database sources. You can store that data in relational databases like Amazon Aurora, NoSQL databases, or graph databases like Amazon Neptune.

The semantic context originates from vector data stores or machine learning (ML) search services. Amazon Aurora PostgreSQL-Compatible Edition with pgvector and Amazon OpenSearch Service are great options if you want to interact with vectors directly. Amazon Kendra, our ML-based search engine, is a great fit if you want the benefits of semantic search without explicitly maintaining vectors yourself or tuning the similarity algorithms to be used.

Amazon Bedrock is a fully managed service that makes high-performing FMs from leading AI startups and Amazon available through a unified API. You can choose from a wide range of FMs to find the model that is best suited for your use case. Amazon Bedrock also offers a broad set of capabilities to build generative AI applications with security, privacy, and responsible AI. Amazon Bedrock provides integrations with both Aurora and OpenSearch Service, so you don’t have to explicitly query the vector data store yourself.

The following figure summarizes the AWS services available to support the solution framework described so far.

Catalog search use case We present a use case showing how to augment the search capabilities of an existing search engine for product catalogs, such as ecommerce portals, using generative AI and customer data.

Each customer will have their own requirements, so we adopt the framework presented in the previous sections and show an implementation of the framework for the catalog search use case. You can use this framework for both catalog search use cases and as a foundation to be extended based on your requirements.

One additional benefit about this catalog search implementation is that it’s pluggable to existing ecommerce portals, search engines, and recommender systems, so you don’t have to redesign or rebuild your processes and tools; this solution will augment what you currently have with limited changes required.

The solution architecture and workflow is shown in the following figure.

The workflow consists of the following steps:

1. The end-user browses the product catalog and submits a search, in natual language, using the web interface of the frontend catalog application (not shown). The catalog frontend application sends the user search to the generative AI application. Application logic is currently implemented as a container, but it can be deployed with AWS Lambda as required.
2. The generative AI application connects to Amazon Bedrock to convert the user search into embeddings.
3. The application connects with OpenSearch Service to search and retrieve relevant search results (using an OpenSearch index containing products). The application also connects to another OpenSearch index to get user reviews for products listed in the search results. In terms of searches, different options are possible, such as k-NN, hybrid search, or sparse neural search. For this post, we use k-NN search. At this stage, before creating the final prompt for the LLM, the application can perform an additional step to retrieve situational context from operational databases, such as customer profiles, user preferences, and other personalization information.
4. The application gets prompt templates from an S3 data lake and creates the engineered prompt.
5. The application sends the prompt to Amazon Bedrock and retrieves the LLM output.
6. The user interaction is stored in a data lake for downstream usage and BI analysis.
7. The Amazon Bedrock output retrieved in Step 5 is sent to the catalog application frontend, which shows results on the web UI to the end-user.
8. DynamoDB stores the product list used to display products in the ecommerce product catalog. DynamoDB zero-ETL integration with OpenSearch Service is used to replicate product keys into OpenSearch.

Security considerations Security and compliance are key concerns for any business. When adopting the solution described in this post, you should always factor in the Security Pillar best practices from the AWS Well-Architecture Framework.

There are different security categories to consider and different AWS Security services you can use in each security category. The following are some examples relevant for the architecture shown in this post:

• Data protection – You can use AWS Key Management Service (AWS KMS) to manage keys and encrypt data based on the data classification policies defined. You can also use AWS Secrets Manager to manage, retrieve, and rotate database credentials, API keys, and other secrets throughout their lifecycles.
• Identity and access management – You can use AWS Identity and Access Management (IAM) to specify who or what can access services and resources in AWS, centrally manage fine-grained permissions, and analyze access to refine permissions across AWS.
• Detection and response – You can use AWS CloudTrail to track and provide detailed audit trails of user and system actions to support audits and demonstrate compliance. Additionally, you can use Amazon CloudWatch to observe and monitor resources and applications.
• Network security – You can use AWS Firewall Manager to centrally configure and manage firewall rules across your accounts and AWS network security services, such as AWS WAF, AWS Network Firewall, and others.

Conclusion In this post, we discussed the importance of using customer data to differentiate generative AI usage in applications. We presented a reference framework (including a functional architecture and a technical architecture) to implement a generative AI application using customer data and an in-context learning pattern with RAG-provided data. We then presented an example of how to apply this framework to design a generative AI application using customer data to augment search capabilities and personalize the search results of an ecommerce product catalog.

Contact AWS to get more information on how to implement this framework for your use case. We’re also happy to share the technical asset presented in this post to help you get started building generative AI applications with your data for your specific use case.

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About the Authors Diego Colombatto is a Principal Partner Solutions Architect at AWS. He brings more than 15 years of experience in designing and delivering Digital Transformation projects for enterprises. At AWS, Diego works with partners and customers advising how to leverage AWS technologies to translate business needs into solutions. Solution architectures, algorithmic trading and cooking are some of his passions and he’s always open to start a conversation on these topics.

Angel Conde Manjon is a Sr. EMEA Data & AI PSA, based in Madrid. He has previously worked on research related to Data Analytics and Artificial Intelligence in diverse European research projects. In his current role, Angel helps partners develop businesses centered on Data and AI.

Tiziano Curci is a Manager, EMEA Data & AI PDS at AWS. He leads a team that works with AWS Partners (G/SI and ISV), to leverage the most comprehensive set of capabilities spanning databases, analytics and machine learning, to help customers unlock the through power of data through an end-to-end data strategy.