Picture the scene … You enter a store and are greeted by a personal shopper asking how they can assist you today. You tell them you’re shopping for a special occasion, and they immediately curate a tailored selection of items that perfectly suit your tastes. As you browse, the assistant provides thoughtful suggestions and tips. It’s as if they know your preferences better than you do. Checking out is swift and smooth. Wouldn’t you be tempted to come back another time? Such seamless and personalized shopping experiences were once the preserve of exclusive high-end stores. Now, they’re the gold standard for online shopping — made possible by cloud computing and improved data analytics, and soon to be turbocharged by the power of generative AI. Consumers today expect smooth, Amazon-style experiences from every retailer. Because of this, Okta has partnered with Amazon Web Services (AWS) to offer a powerful modern security.