How Hapag-Lloyd uses Amazon Bedrock to transform customer feedback into actionable insights
Amazon AWS AI Blog / 5/6/2026
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Key Points
- Hapag-Lloyd’s Digital Customer Experience and Engineering team built a generative AI–powered system to analyze customer feedback and turn it into actionable insights.
- The solution leverages Amazon Bedrock alongside Elasticsearch to process, search, and derive useful outputs from feedback data.
- Open-source frameworks such as LangChain and LangGraph are used to orchestrate parts of the generative AI workflow.
- The post focuses on how to structure and implement an end-to-end feedback analysis capability for customer-facing web and mobile products.
- By operationalizing AI-driven analysis, Hapag-Lloyd aims to better support continuous digital innovation across distributed engineering teams.
Hapag-Lloyd's Digital Customer Experience and Engineering team, distributed between Hamburg and Gdańsk, drives digital innovation by developing and maintaining customer-facing web and mobile products. In this post, we walk you through our generative AI–powered feedback analysis solution built using Amazon Bedrock, Elasticsearch, and open-source frameworks like LangChain and LangGraph
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