Amazon’s Nova Act: A New Step Toward Smart Automation

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Amazon has just unveiled Nova Act, an artificial intelligence agent designed to autonomously automate tasks in web browsers. This technology has direct potential in areas such as e-commerce, process automation, and user experience—all of which are key to any data-driven digital strategy.

What can Nova Act do?

Nova Act can simulate human behavior on the web: it fills out forms, navigates between pages, selects dates, interacts with menus…it can even make purchases. This makes it a powerful solution for automating repetitive or complex tasks directly from the browser.

In addition, Amazon has launched an SDK for developers, which opens the door to the creation of custom agents capable of executing defined tasks using instructions in natural language or code (Python). All of this includes parallel processing capabilities, allowing multiple workflows to run simultaneously.

Why is this relevant to marketing and innovation?

At MIO One, we see it clearly: tools like Nova Act are not only setting technological trends, but are also beginning to be applied in real-world business strategies.

Here are some opportunities we see:

• Advanced automation of customer journeys: from navigation simulations to automated interface testing.

• Mass testing of funnels and web processes: ideal for e-commerce, financial services, or lead generation environments.

• Optimization of internal processes: error detection and correction, automation of routine tasks, and real-time data analysis.

Recently, David Segura, our Global Strategy Director, spoke about a very near future in which we could ask an agent to find us a flight and a hotel stay that meet specific criteria and fit within a specific budget. With the launch of Nova Act, that scenario is no longer a thing of the future—it’s literally just around the corner.

In addition, its integration with Alexa+ and AWS Bedrock strengthens its role in the Amazon ecosystem, enabling connected, multichannel solutions.

What sets it apart from other AI agents?

Nova Act has outperformed competitors such as OpenAI and Anthropic on key benchmarks, such as Screen Web Text, with 94% accuracy. It also stands out for its cost-effectiveness (up to 75% cheaper than its competitors, according to Amazon) and its reliability, allowing complex processes to be broken down into small, manageable commands.

What now?

For now, Nova Act is available in preview mode for developers in the U.S., with access restricted via an API key. However, Amazon’s strategy seems clear: to turn Nova Act into a cross-functional and scalable tool for companies seeking to improve efficiency, automation, and the digital experience.

What reading do we get from MIO One?

From our holistic perspective, we believe that these kinds of advancements are key to anticipating new ways to engage with brands, automate processes, and make smarter, data-driven decisions. Because it’s not just about what technology does, but how we apply it to business.

We continue to closely follow every development in the tech sector to turn innovation into real solutions for our clients.

Communication Editorial Office