Amazon’s Bedrock paves way for tech giant’s foray into generative AI

CEO Andy Jassy says the new AI tech will virtually transform the customer experience


With the release of a collection of generative AI development tools, Amazon Web Services has finally stepped into the heavily contested world of generative AI through Bedrock. 

In a disclosure to stockholders on Thursday, Amazon CEO Andy Jassy said that in contrast to other tech companies’ consumer-focused approaches to AI, Amazon will be offering its own generative AI service Bedrock through its cloud computing platform AWS by “focusing on corporate clients that want to integrate AI into their operations.”

The Seattle-headquartered firm has repeatedly emphasized in past disclosures that the foundation of its own e-commerce model, warehouse robotics, and logistical operations has always been assisted by AI and machine learning. Now, it appears that its cloud division, AWS is now prepared to fully commit to generative AI.

The second-largest private employer in the US also announced that it is “investing heavily” in generative AI and large language models (LLMs), the same technologies that power ChatGPT, Bard, and other AI chatbots of the same nature.

“We have been working on our own LLMs for a while now, and believe it will transform and improve virtually every customer experience. We will continue to invest substantially in these models across all of our consumer, seller, brand, and creator experiences,” Jassy wrote.

The core of the Amazon platform for developing generative AI applications has been utilizing pre-trained foundation models available through an API from AI companies including AI21 Labs, Anthropic, and Stability AI, as well as Amazon’s own Titan family of foundation models.

Now that so many companies are also immersing themselves fully in AI, Amazon has introduced its own generative AI initiative in response to OpenAI’s ChatGPT, emphasizing a two-decade history of machine learning and artificial intelligence breakthroughs.

With the introduction of Bedrock, Amazon will assist independent firms and start-ups in creating custom generative AI applications with pre-trained models.

In order to let clients pick the best model for their needs, customize it with their data, and deploy it without having to manage expensive infrastructure, Amazon’s Bedrock offers serverless interaction with AWS tools and capabilities. 

According to the Amazon CEO’s second public disclosure, since he was appointed in 2022, the Bedrock service’s architecture will use a combination of Nvidia GPUs and two of Amazon’s in-house AI processors (AWS Trainium and AWS Inferentia).

Due to the excessively high cost of training these massive models for many businesses, AWS is pushing Bedrock as a method to democratize AI. 

Businesses may create unique apps utilizing their own data by collaborating with pre-trained models. AWS also claims that customizing Bedrock is simple and just needs a few instances of labeled data to fine-tune a model for a particular purpose.

In a blog post, Amazon’s Swami Sivasubramanian, VP of database, analytics, and machine learning at AWS, also detailed that the company played a key role in democratizing ML and making it accessible to anyone who wanted to use it, including more than 100,000 customers of all sizes and industries. AWS also has the broadest and deepest portfolio of AI and ML services at all three layers of the stack.

“We took all of that feedback from customers, and today we are excited to announce Amazon Bedrock, a new service that makes FMs from AI21 Labs, Anthropic, Stability AI, and Amazon accessible via an API. Bedrock is the easiest way for customers to build and scale generative AI-based applications using FMs, democratizing access for all builders.”

Bedrock will also offer the ability to access a range of powerful FMs for text and images—including Amazon’s Titan FMs, which consist of two new LLMs through a scalable, reliable, and secure AWS-managed service. 

“With Bedrock’s serverless experience, customers can easily find the right model for what they’re trying to get done, get started quickly, privately customize FMs with their own data, and easily integrate and deploy them into their applications.”

Read More Stories: Google finally brings generative AI chatbot to popular search engine

JM Agreda
JM Agreda
JM Agreda is a freelance journalist for more than 12 years writing for numerous international publications, research journals, and news websites. He mainly covers business, tech, transportation, and political news for Businessner.

Trending articles

Selecting the Right Audience Insights Tool: A Comprehensive Guide

Understanding your target audience is essential for businesses to market their products and services effectively. With the ever-increasing amount of data available, it can...