Amazon Unleashes Nova AI Models at re:Invent Conference

To enhance the experience for shoppers, sellers, and advertisers, Amazon has taken another step into advancing artificial intelligence. Called foundation models, a new set of AI platforms was announced at the Amazon Web Services (AWS) conference in Las Vegas. The “Nova” models will make text, image, and video generation easier, faster, and cheaper.

AI applications that can generate media assets, such as videos and images, have been especially important for the online retailer. The Nova models, available in Amazon Bedrock, can produce new multimedia content from text, image, or video prompts. The tech can also help customers understand charts and documents.

“Inside Amazon, we have about 1,000 Gen AI applications in motion, and we’ve had a bird’s-eye view of what application builders are still grappling with,” stated Rohit Prasad, SVP of Amazon’s artificial intelligence unit.

At the re:Invent conference, Amazon unveiled its Nova Reel software, which can create short videos from an image. Also introduced was Canvas, an app that takes a simple text prompt and turns it into an image. Additional Nova-powered applications include Micro, Lite, Pro, and Premiere, which are each specialized to do a certain task that improves efficiency and lowers cost.

Amazon hopes these AI tools will open new levels of content creation, enhancing the experience of both sellers and buyers. More Nova models are expected sometime in 2025, including a speech-to-speech version capable of interpreting verbal and nonverbal cues like cadence.

Amazon Web Services AI Innovation

AWS has been building something it calls an “Ultraserver,” which allows 64 Trainium chips to work together. AI startup Anthropic and AWS are partnering together to create an “Ultracluster” of these servers all housed in a single data center.

After receiving billions of dollars from Amazon, Anthropic is using AWS’s Trainium and Inferentia chips for future AI models. AWS is Anthropic’s primary cloud service provider.

AWS’s AI chips are even being used by tech giant Apple for its search service. The iPhone maker is looking at the possibility of utilizing the AWS technology to train its Apple Intelligence models.

“We have a strong relationship, and the infrastructure is both reliable and able to serve our customers worldwide,” said Benoit Dupin, Apple’s senior director of machine learning and AI, per CNBC.

Apple and AWS have been working together for over a decade, providing the backbone to services like Apple Maps and Apple Music. Apple began implementing AWS’s Trainium AI chip shortly after development and will likely use the latest Trainium2 chips for further enhancement of its AI models.