Amazon has launched a new cloud service called Bedrock, allowing developers to integrate artificial intelligence systems that generate human-like text into their software. The Bedrock service will offer access to Amazon’s first-party language models, Titan, and language models from startups AI21 and Google-backed Anthropic. The service will also include a model for turning text into images from startup Stability AI. Developers can generate text for blog posts, emails, or other documents through Bedrock and personalize search results.

With this move, Amazon is entering the generative AI race, joining Google and Microsoft, which have already begun offering large language models for developers. However, Amazon is “really concerned about” accuracy and ensuring its Titan models produce high-quality responses, according to Bratin Saha, an AWS vice president.

Customers will be able to customize Titan models with their data. Still, Amazon will never use that data to train the model, ensuring that other customers, including competitors, don’t benefit from it. Thanks to custom AI processors, Bedrock will be easy to use and cost-effective. While the cost of the service is not yet disclosed, customers can add themselves to a waiting list for a limited preview.

The launch of Bedrock comes after OpenAI announced GPT-4, a large language model that powers ChatGPT, a chatbot that went viral after its launch in November. The move also follows a rush of big companies, including Expedia, HubSpot, Paylocity, and Spotify, integrating OpenAI technology into their operations.

The Bedrock service is part of Amazon’s efforts to expand its AI capabilities, which have been in development for more than two decades, according to Rajeev Sivasubramanian, vice president of machine learning at AWS. Sivasubramanian added that AWS has over 100,000 AI customers and has been using a fine-tuned version of Titan to deliver search results through its homepage.

However, Morgan Stanley analysts predict that Google and Microsoft will be the largest beneficiaries of the growing trend of incorporating AI into cloud spending, based on a February survey of chief information officers. Despite this, Sivasubramanian noted that Amazon always launches its technologies when ready and that the new AI capabilities are still in their early stages. The Bedrock initiative marks Amazon’s commitment to the AI space. It sets the stage for a highly competitive market as other tech giants continue to invest in and improve their AI capabilities.