Show Notes
The tech partner ecosystem is experiencing one of the most dramatic shifts in decades. Generative AI, agentic frameworks, and security innovations are reshaping how enterprises build, deploy, and consume software. AWS Marketplace is at the center of the transition, where independent software vendors (ISVs) are scaling their solutions in collaboration with AWS. In this episode of Inside Partnering, I sat down with Vineet Anshuman, Worldwide Partner Leader for Security and AI in AWS Marketplace. Vineet has built his career at the intersection of telecom, infrastructure, and cloud – and today he’s helping ISVs harness AWS’s platform to deliver the next wave of intelligent, secure solutions. The Acceleration of AI Vineet noted that in 2023 most ISVs were running proof-of-concepts in AI. By 2024, production deployments had become mainstream. And in 2025, we’ve entered what he calls the “agentic AI era” – software infused with autonomous AI capabilities. “It feels like this all happened yesterday,” Vineet said. “Every month or six weeks, the landscape completely changes.” The market potential is staggering: $280 billion in AI and security opportunities, with 95% expected to flow through partnerships. That’s why AWS and its partners are leaning in aggressively to build differentiated solutions together. Co-Build, Co-Sell, Co-Market AWS has long championed the co-build, co-sell, and co-market framework. For ISVs, that means access not only to AWS’s infrastructure and models through services like Bedrock and SageMaker, but also to go-to-market engines that drive adoption and customer success. New innovations like AgentCore are simplifying how partners build and scale AI agents. By breaking down complex tasks into structured steps, AgentCore helps ISVs accelerate time-to-value, ensure consistent reasoning frameworks, and reduce engineering overhead. “Agent Core simplifies development, provides consistent reasoning, and reduces complexity – helping partners scale agentic AI faster and with more confidence.” The launch of the Agentic AI Marketplace this year was another milestone. More than 900 partners joined at launch, making it seamless to package and transact agents just like applications. For ISVs, that means faster routes to market and greater visibility with enterprise buyers. Industry-Specific Momentum Vineet emphasized that the agentic shift isn’t limited to horizontal use cases. AWS and AWS partners are deeply engaged in industry verticals – from supply chain optimization in automotive, to clinical workflow automation in healthcare, to multi-agent media workflows in entertainment. Through AWS’s industry sprint initiatives, partners are able to adapt core offerings to vertical use cases, backed by AWS field teams and industry expertise. Security as a Business Enabler Security remains the foundation. Vineet described a three-legged stool of “AI for security, security for AI, and security from AI.” AWS has extended its well-known shared responsibility model into AI, giving partners reference architectures and governance frameworks for safe deployments. “We don’t want security to be a bottleneck,” he explained. “We want it to be seamless and transparent – turning security into a business enabler.” Looking Ahead As AI and security converge, Vineet sees AWS and its partners creating trusted environments where enterprises can deploy agents at scale, with confidence in both innovation and protection. “Our goal is to empower organizations to build the most useful AI agents, reliably and securely, while helping them expand their business.” For partner leaders, this conversation is a roadmap to the future of AI collaboration. If you’re building in AI, security, or marketplace go-to-market, this episode is packed with insights. Enjoy the full conversation here! 🎙️ Inside Partnering is a podcast for ecosystem builders, alliance leaders, and the people shaping the future of partnerships. Let’s build the future of partnering - together. 🎧 Wa
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