Amazon joins the generative AI fray. Bedrock is the company’s new API for Amazon Web Services (AWS) that allows developers to use and customize AI tools that generate text or images. Think of it as a cloud-based and configurable alternative to OpenAI’s ChatGPT and DALL-E 2 aimed at businesses and developers.

AWS customers can use Bedrock to write, create chatbots, summarize text, classify images, and more based on text prompts. It gives its users a choice between Amazon’s Titan Foundation (FM) model and several startup models, including Anthropic’s Claude (a rival to ChatGPT backed by Google from ex-OpenAI employees), AI21’s Jurassic-2 (a language model, specializing in Spanish, French, German, Portuguese, Italian and Dutch) and Stable Diffusion (a popular open source image generator). Additionally, businesses and developers can customize how the models work based on input — which Amazon says won’t be used to train the models. According to CNBC. This should (in theory) address a crucial privacy concern for businesses entering sensitive data.

Amazon sees the range of AI models on offer as a way to provide flexibility to customers. The company’s description reads: “With Bedrock’s serverless experience, you can get started quickly, privately customize FM with your own data, and easily integrate and deploy it into your applications using the AWS tools and capabilities you’re familiar with (including integrations with Amazon SageMaker ML features like experiments to test different models and pipelines to manage your FM at scale) without having to manage any infrastructure.”

“Most companies want to use these big 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,” Amazon CEO Andy Jassy said CNBC in Thursday. “So what they want to do is work on a base model that’s already big and great and then have the ability to customize it for their own purposes.” And that’s Bedrock.’

Amazon says, Pegasystems, Accenture and Deloitte are some of the early firms willing to try Bedrock. The company has not yet announced pricing for the AWS toolset, and is currently opening access through a waitlist. You can read more and apply for admission to the project website.

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