Twitch built a Slack-based AI chat assistant using Amazon Bedrock with retrieval-augmented generation (RAG) and agentic workflows to help Amazon ad sales teams instantly find Twitch advertising information, replacing a process that previously took up to 2 hours per query.

Launched February 2024, the Twitch Sales Bot answered over 11,000 questions in its first 10 months. It uses multiple foundation models — Anthropic Claude Haiku and Sonnet, Meta Llama 3, Cohere embedding models, and Amazon Titan Multimodal Embeddings G1 — with a knowledge base of 200+ internal marketing documents. Amazon sellers who used the tool delivered 25% more Twitch revenue year-to-date compared to non-users and 120% more revenue compared to self-service accounts. Planned expansion covers Prime Video, Alexa, and IMDb ad sales. This represents confirmed direct LLM/generative AI use within Twitch's business operations.