This is more marketing hype than substance. Amazon isn’t “building” a team, it’s broadly just taking existing people and now calling them “forward deployment engineering teams.”

Also, adoption isn’t lacking because of lack of awareness. Adoption isn’t happening because the math doesn’t add up and the ROI isn’t there. Consulting pixie dust can’t fix that.

Feels like a new consulting wave which is implementation-led by AI vendors taking a large share of the services layer. The existing consulting companies (big 4 etc) will have to shift to niche advisory or heavy channel partnerships with way fewer consultants.