Month: June 2025

AWS Summit Stockholm 2025 – GenAI and the Future of Data 

Posted on

In the beginning of June, a one-day AWS Summit event was held in Stockholm. The event featured over a hundred presentations, demos, and customer stories. There were also themed areas focused on specific topics, including Gen AI, industry-specific solutions, “Ask an AWS Expert” opportunities, and a wide range of AWS training sessions. 

The Summit also showcased a large presence of AWS technology partners, offering a chance to explore various technologies that can be leveraged within AWS. The comprehensive scope of the event made it possible to explore AWS cloud-based solutions through presentations targeted at both technical and business audiences. 

Tanuja Randery speaking on stage at AWS Summit Stockholm 2025 in front of a live audience

Highlights from the Sessions I Attended: 

Keynote 

The keynote emphasized services that help companies rapidly scale their ideas into production in a cost-effective manner, focusing on three key pillars: performance, security, and sustainability. 

It was also highlighted that generative AI has evolved from isolated experiments to business value-generating solutions. AWS aims to support this with a comprehensive service offering and continuous development, such as: 

  • A wide selection of customizable GenAI models for various use cases 
  • Guardrails to enhance safety and trust 
  • Model distillation and prompt routing for cost optimization 
  • Agents that perform complex tasks, such as automated migrations, which can save significant time and costs 

AWS is also continuing development across other areas to provide suitable services for different use cases. From a data platform and storage perspective, Apache Iceberg is emerging as a key component, especially in combination with the AWS Zero ETL approach, which allows data to be utilized directly from the source without transferring it between services or use cases. 

One particularly interesting announcement was the launch of a European AWS Cloud by the end of 2025. This region will be built, operated, monitored, and secured entirely within Europe, offering the same security, availability, and performance as existing AWS regions—an excellent option for meeting data residency, operational autonomy, and resilience requirements. 

Attendees networking and exploring booths at AWS Summit Stockholm 2025 exhibition area

Generative AI – From Experiments to Mature Platforms 

Naturally, generative AI featured in several sessions. The field has shifted from isolated trials to developing solutions that provide business value. 

Sessions emphasized that GenAI will no longer be just a technological component but an integral part of an organization’s operational and strategic architecture. 

Therefore, now is a good time to consider moving toward a managed GenAI platform that supports multiple use cases. Key considerations in platform design included: 

  • The rapid evolution of models requires a platform that allows developers flexibility in choosing between different models and tools 
  • GenAI platform scalability and governance become critical as AI solutions are adopted organization-wide 
  • A DevOps-style approach to AI development, where CI/CD and version control are just as important as model fine-tuning 
  • Well-defined use cases and integrated, high-quality data are essential for building solutions that deliver business value 

Modern Data Architectures – The Foundation for Solutions 

Many sessions on modern data architecture emphasized the importance of data in solutions. Without high-quality and well-managed data, it’s impossible to build effective solutions: whether for analytics, AI, or business reporting. Data is not just for retrospective analysis; it also powers real-time decision-making, helping organizations anticipate, react, and serve customers better. Modern data architectures must support this. 

Transactional data lakes built using Apache Iceberg form the core of modern data architecture. Key benefits include: 

  • Flexible data storage in an open format 
  • Minimizing the need to move data between different use cases 
  • Scalability and cost-efficiency 
  • Versatile data utilization across different tools and methods 

Apache Iceberg uses so-called manifest files, which enable version control, schema evolution, time travel, and scalable data operations. Its compatibility with various technologies makes it a solid foundation for data architecture. 

Key Takeaways 

Once again, AWS Summit delivered a wealth of interesting sessions. The sessions were of high quality and provided plenty of ideas, insights, and “aha” moments to take home. I highly recommend reviewing the agenda in advance and making a preliminary plan of the sessions to attend. The offering is so extensive that you might miss out on compelling sessions without advance preparation. 

Looking forward to next year! 

-Asko Ovaska

Etlia is growing – Interview with the new talents 

Posted on

This spring, several fantastic professionals have joined the Etlia team, bringing with them diverse experience, fresh perspectives, and great energy. We asked them how their first weeks have felt and what they are looking forward to in the future. We also got a peek into their lives outside of work. 

Saku Laitinen joined Etlia from a large, listed company and says he’s been pleased with the flexible and low-hierarchy culture. 
“There’s less bureaucracy and a flatter structure – both great things from an employee’s perspective.” 
He wants to deepen his skills in modern data tools and continue growing as a data expert. In his free time, he goes to the gym, follows the stock market, and occasionally plays video games and badminton. 

Juho Laakkonen describes his start at Etlia as smooth, as there were many familiar faces, and the balance between freedom and responsibility has felt good. 
Juho is especially inspired by Etlia’s regular knowledge sharing: “In the knowledge sharing sessions, you get to hear interesting insights on various topics.” 
He wants to develop his expertise in new technologies, and outside of work, he enjoys music, movies, and spending time in nature. 

Eevi Lappalainen appreciates the close-knit community at Etlia and the strong trust placed in employees. 
“Even though we’re consultants, the work community feels tight. There is genuine trust in people.” 
She has recently completed a project management certification and hopes to follow Etlia’s growth from up close. Eevi grows vegetables, sings opera, and in summer, she heads out sailing. 

Jan Welin started at Etlia by continuing with familiar client projects. He also appreciates the open collaboration among colleagues: 
“It was great when Asko proactively reached out and helped me get started with Etlia’s prototype environment.” 
He has felt trusted and free in his work and wants to continue developing his skills particularly in Snowflake, Matillion, and Microsoft technologies. In his free time, Jan enjoys cycling, playing guitar, and walking his dog. 

Warm welcome to Saku, Juho, Eevi, and Jan – we’re so happy to have you at Etlia! 💙 

Dina Pynssi

.