Companies are investing in Forward Deployed Engineers, or FDEs.
AWS has announced a $1 billion investment in a dedicated organization intended to embed thousands of engineers with customers.
OpenAI has established a dedicated Deployment Company and agreed to acquire Tomoro, adding approximately 150 FDEs and deployment specialists.
Microsoft has said it would hire 6,000 people and invest $3.5billion in its new AI delivery unit
But what should FDEs deliver, and what value do they really offer for customers?
The FDE model is an evolution of how companies would previously work around projects with customers based on understanding the business and the technology involved, with a much higher expectation of hands-on engineering.
What has changed is the technology being deployed.
Where FDEs deliver value
FDEs typically embed directly into a customer and work across multiple teams. They identify a high-value workflow, understand the customer’s data and operational constraints and then work to build the required integrations and take the system from prototype into production.
For AI deployment, that involves more than connecting a model to an application. This includes looking at the enterprise context and data available to the model, as well as evaluating accuracy, reliability and confidence thresholds.
It can also involve looking at the guardrails that should exist, the review and escalation process, security and observability. It should also look at integration with existing workflows and business processes.
Companies need FDEs because companies want to deploy probabilistic systems into deterministic operating environments. In other words, enterprises want to use systems that can be different each time they respond within business processes that depend on predictable and uniform results. FDEs have to translate those outputs in a way that delivers what enterprises want to achieve.
For example, a technically impressive model might fail inside an actual workflow for multiple reasons, from incomplete context or poor quality data, through to the organization not being prepared to let the system take action without review.
What the future holds for FDE roles
At their best, FDEs should solve those problems and get a company into their production deployment phase. This ensures that the technology works and delivers value. However, that is not the end of the story.
FDEs should also convert what they learned with one company into reusable capabilities that others can take advantage of too. If every deployment remains bespoke and depends indefinitely on individual engineering talent, then the technology itself cannot scale.
Instead, a successful engagement should lead to reusable connectors, evaluation frameworks, governance patterns and product improvements that other companies should be able to benefit from. For the companies that hire the FDE, they should deliver successful projects. But the ultimate goal is to make the next deployment less dependent on any specific FDE, and instead make the product better.
Are there any bigger lessons from the growth of the FDE role? The real hiring trend is toward a hybrid professional who can be an expert in multiple areas simultaneously, from writing production-quality software and understanding the behavior and limitations of AI models through to learning a customer’s business and domain with enough insight to reconfigure business processes.
At the same time, they are expected to navigate security, governance and organizational constraints, take responsibility for measurable business outcomes in their business and in their customers, and be as adept at communicating with engineers in rolled-up sleeves as they are executives in suit and tie.
For companies that base their products on FDEs, this expansion is a sign that there is a huge market opportunity and that customers want what is being offered. There is an element of marketing involved too, with FDEs the latest “new” position that will solve problems for enterprises.
Some of this recruitment will be genuinely new, while some will be a reallocation or relabeling of people who would previously have been called field engineers, solution architects, technical consultants or professional services engineers.
AI Market Maturity
This continued growth is also a potential warning sign. The number of FDEs needed over time should drop as AI products and infrastructure mature and lessons are learned. This demand for a specific role is a sign of category immaturity. Industries mature when repeatable work is standardized, industrialized and embedded in software rather than recreated as a one-off service for every customer.
The same test applies to AI today. The reliance on FDEs shows that enterprises want AI, but that today’s products are not yet sufficiently complete, predictable or easy to operationalize without substantial human input. If every implementation requires embedded specialists to assemble the context, controls, evaluations and integrations by hand, the category has not yet fully matured.
Enterprises should therefore be careful not to measure success simply by the number of FDEs hired or proofs of concept completed. The right measures are time to production, sustained adoption, measurable business value, customer self-sufficiency and the amount of reusable product capability created from each engagement.
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