Empowered by Partnership: Filter Joins AWS Select Tier at London Summit

From partner recognition to AI-powered innovation, Filter’s visit to this year’s AWS Summit was packed with insight, opportunity, and inspiration. Here’s what we learned and how we’re putting it to work.

This year’s AWS Summit London was a landmark occasion for Filter, as we were officially recognised as an AWS Select Tier Partner. This achievement reflects the consistent investment we’ve made in building AWS expertise and delivering powerful, scalable digital solutions for ambitious brands.

Attending the AWS Partner Summit offered a valuable opportunity to engage with peers, thought leaders, and AWS specialists, all focused on shaping the next wave of cloud innovation. Our elevated partner status not only validates our technical capability but also opens the door to deeper collaboration with AWS in the months and years ahead.

Generative AI featured prominently at this year’s event, not as a buzzword but as a foundational capability now embedded throughout the AWS ecosystem. Several technologies stood out as particularly relevant to our work:

• Amazon Bedrock enables developers to access and customise foundational AI models without needing to manage infrastructure. This lowers the barrier to entry for building advanced AI features into client applications.
• Amazon SageMaker provides a fully managed suite for training and deploying ML models, streamlining AI development from experimentation to production.
• Apache Iceberg on Amazon S3 introduces a high-performance table format that enhances big data operations in data lakes. It could significantly improve how we handle metadata and querying at scale.

As we continue to grow our AI and data capabilities at Filter, these tools offer powerful ways to streamline deployment, elevate intelligence and deliver greater value to clients.

In addition to the keynote and exhibition hall conversations, our team attended a range of in-depth sessions and workshops that offered practical value for the future.

One highlight was the talk AWS Security at Scale: From Development to Production, which focused on best practices for maintaining secure pipelines as both development teams and applications scale. While it leaned toward the high-level, it surfaced a few AWS-native tools we aren’t yet using, tools that could help us better manage growing complexity in secure environments.

Another interesting session was From Legacy to Cloud: Modernising a High-Volume Payment Processor. This talk focused on moving complex payment systems into containerised workloads, a challenge we’re currently tackling with one of our clients. While their approach validated some of our strategies, it was also a valuable benchmarking opportunity against how others manage compliance, regulation and legacy refactoring.

Finally, the Streamline Your Container Communication on Amazon ECS Workshop was a standout. This hands-on session explored some of the lesser-known capabilities within Amazon ECS, many of which will be increasingly useful as we scale and containerise more JDW applications. As our workloads become more complex, having this deeper understanding will help us better architect resilient, efficient systems.

The AWS Summit London 2025 was more than just a networking opportunity, it marked a strategic milestone for Filter’s growth. From being recognised as an AWS Select Tier Partner to exploring next-gen tools like Bedrock and Iceberg, we’re returning from the event with both inspiration and a clear technical roadmap.

As we continue to invest in AWS capabilities and deepen our cloud-first thinking, our goal remains the same: to deliver smarter, more scalable solutions that keep our clients ahead of the curve.