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AVMA keys can be found here. https://docs.microsoft.com/en-us/windows-server/get-started-19/vm-activation-19
KMS Keys can be found here. https://docs.microsoft.com/en-us/windows-server/get-started/kmsclientkeys

If customer is trying to activate VM and they are running Datacenter version of operating system on the host they can use AVMA keys for VMs. Example of command to convert Server 2022 Datacenter from EVAL using AVMA key.
 

dism /online /set-edition:ServerDatacenter /productkey:W3GNR-8DDXR-2TFRP-H8P33-DV9BG /accepteula

In some instances like when using Cloud Solution Provider product keys they will not work to convert from EVAL. In those cases use a KMS Key to convert from EVAL, then update the product key to the product key you own after the conversion process. Example of command to convert Server 2022 Standard Eval with KMS key.
 

dism /online /set-edition:ServerStandard /productkey:VDYBN-27WPP-V4HQT-9VMD4-VMK7H /accepteula

After the command completes a reboot is required to complete the removal process. Once server comes back up run the following command replacing the XXXXX with the product key you own to update the server with your key.
 

slmgr /ipk XXXXX-XXXXX-XXXXX-XXXXX-XXXXX

Note: Windows Server Standard Core cannot be converted from EVAL. EVAL Standard Core installs can only be converted to Windows Server Datacenter Core which requires a Datacenter product key. Also, you can't have the Active Directory role installed, it will prevent converting so have to remove the role, convert then reinstall the role.