Amazon (AMZN, Financial) is overhauling its Bedrock AI cloud service to better compete with Google's (GOOG, Financial) Vertex AI and other rivals.
AWS engineers are strengthening Bedrock's runtime environment and adding plug-in components that let customers run models hosted on different clouds—like Microsoft's (MSFT, Financial), OpenAI's and Google's—directly through Bedrock's API.
Launched in April 2023 by CEO Andy Jassy, Bedrock enables enterprises to customize foundation models with their own data without managing servers. The revamp aims to optimize performance and extensibility, making it effortless for developers to swap in third-party models alongside Amazon's Titan and partners such as Anthropic, AI21Labs and Stability.ai.
An AWS partner executive says many customers want to keep their preferred models but run them on AWS, and this new Bedrock runtime is designed to deliver exactly that. AWS could unveil these enhancements as soon as next month.
Why It Matters: As generative AI adoption accelerates, cloud providers must offer both proprietary model innovation and seamless multi-model support to win enterprise business. Enhanced interoperability could help AWS protect Bedrock's market share against Google Cloud, Microsoft Azure and niche AI platforms.
