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AWS announced their entry into the generative AI race with the launch of Amazon Bedrock and Titan foundation models. Amazon aims to democratize access to generative AI technology, catering to customers across various industries and use cases. This groundbreaking development positions Amazon as a formidable competitor in the rapidly growing AI market.

Amazon Bedrock is a new service that makes foundation models from AI21 Labs, Anthropic, Stability AI, and Amazon accessible via an API. Bedrock will also offer the ability to access a range of models for text and images including Amazon’s Titan models. Customers can also privately customize models with their own data, and easily integrate and deploy them into their applications using the AWS tools and capabilities.

Amazon Bedrock allows users to identify the most suitable model for their specific needs. Moreover, the serverless nature of Bedrock offers a hassle-free experience, enabling quick and easy customization of FMs using private data. The integration and deployment of these models into applications can be achieved seamlessly using familiar AWS tools and capabilities, including Amazon SageMaker ML features like Experiments for testing different models and Pipelines for efficient management of FMs at scale. Additionally, users do not have to manage any infrastructure.

The Amazon Titan models, which are a component of the Amazon Bedrock offering, will also be made available to external clients, giving them the resources they need to create generative AI solutions and apps, in addition to being used to power Amazon’s internal use cases.

Amazon Titan FMs are pre-trained on vast datasets, making them highly potent and suitable for various purposes. They can be utilized as they are or customized with private data for specific tasks without the need for annotating significant volumes of data.

We think every application out there can be reimagined with generative AI, said Vasi Philomin, VP of generative AI at AWS, to TechCrunch.

The Bedrock initiative was introduced in the wake of OpenAI’s revelation of GPT-4, a robust language model that powers ChatGPT. Microsoft, which has made significant investments in OpenAI and provides the startup with computing power via Azure cloud, is a major player in the field.