An evaluation cannot be activated via AVMA. As a workaround you can try a kms key as intermediate step.
https://learn.microsoft.com/en-us/windows-server/get-started/kmsclientkeys
(assuming a 2016 DataCenter guest)
Dism /online /Set-Edition:ServerDatacenter /AcceptEula /ProductKey:CB7KF-BWN84-R7R2Y-793K2-8XDDG
https://learn.microsoft.com/en-us/windows-server/get-started/automatic-vm-activation#avma-keys
then after reboot do (AVMA)
slmgr /ipk TMJ3Y-NTRTM-FJYXT-T22BY-CWG3J
slmgr /ato
Also note: if the DataCenter host is 2012 R2 then the highest guest that can use AVMA is 2012 R2
https://learn.microsoft.com/en-us/windows-server/get-started/automatic-vm-activation#system-requirements
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