Amazon Unleashes Bedrock: The Game-Changing AI Cloud Service Powering the Future of Tech

With Google and Microsoft Corp. already entrenched in the generative artificial intelligence (AI) race, it was only a matter of time before Amazon.com Inc. AMZN got in on the action. And that time is now, with the company introducing Bedrock, a cloud service that developers can use to enhance their software with AI. 

This comes on the heels of businesses increasingly integrating AI features into products and features. While large tech giants are largely behind the push, even startups like GenesisAI have raised from retail investors for their AI marketplace built to help any business integrate AI into their existing infrastructure. 

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What Does Bedrock Do?

Through its new Bedrock service, Amazon Web Services will provide access to its first-party language models, known as Titan. That’s in addition to language models from startups Anthropic and AI21 Labs. 

There are two Titan models, one geared toward search and personalization and the other built to generate written text for various types of documents. 

Amazon CEO Andy Jassy shared his vision and purpose for Bedrock on CNBC’s “Squawk Box.”

“Most companies want to use these large language models, but the really good ones take billions of dollars to train and many years, and most companies don’t want to go through that,” Jassy said. “So what they want to do is they want to work off of a foundational model that’s big and great already and then have the ability to customize it for their own purposes. And that’s what Bedrock is.”

With this approach, Amazon isn’t necessarily targeting the same audience as more consumer-facing products such as ChatGPT. While it can be used in a similar manner, its primary audience is companies wishing to build AI products upon a stable and proven model. This has companies such as Accenture, Deloitte and Pegasystems Inc. lined up as customers.

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What’s Next For Amazon And Bedrock?

The AI revolution is underway, but this certainly isn’t Amazon’s first experience with the technology. According to Swami Sivasubramanian, vice president of database, analytics and machine learning at Amazon Web Services (AWS), the company has been working on AI for more than 20 years. Just as impressive is his claim that AWS has more than 100,000 AI customers. 

For now, Amazon is staying tight-lipped during Bedrock’s limited preview. It has yet to disclose the cost of the service, but it’s been reported that customers can add themselves to a waiting list. 

With the help of Bedrock, startup companies — especially those with limited resources — will be able to more quickly and efficiently bring their products to market. 

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