Exclusive: Amazon has drawn thousands to try its AI service competing with Microsoft, Google

have tried out Amazon Bedrock, a service the company announced in April that lets businesses create applications with a range of AI models, Vice President Swami Sivasubramanian said. Such generative technology can produce new text, images and other content on command.

Amazon Bedrock is the company's answer to services announced by Google and Microsoft, cloud rivals that have developed or marketed AI garnering significant public attention. Microsoft has invested in OpenAI, the startup that created ChatGPT and the AI model known as GPT-4. Amazon Bedrock will become available generally to any customer very "soon," Sivasubramanian said. He declined to state when, adding the company aims to address issues around cost allocation and enterprise controls first.

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