Recorded live at Amazon Accelerate 2025, this special episode of the Intentwise Connect podcast features Alan Lewis, Director of AMC Clean Rooms and one of the first product managers for Amazon Marketing Cloud (AMC). Alan dives into the massive announcement that AMC is now available to anyone using Sponsored Ads without any special setup. He recounts AMC's nearly seven-year evolution, highlighting new features driven by customer obsession, including a UI, template library, and AI-powered natural language query building to enhance accessibility. Alan also shares his insights on the transformational speed of AI development, the vision driving the addition of data sets like the five-year purchase history , and busts the myth that AMC is only a clean room, stressing its unique power from its wealth of built-in Amazon signals. Ultimately, he encourages brands and agencies to take advantage of the new accessibility to explore what they don't know about their customers.