Set to be available alongside popular third-party models via the company’s Bedrock service, the Nova models represent one of the biggest attempts yet by the tech giant to make its mark in AI. The company is seeking to overcome the perception that it was slow out of the gate in the early days of the generative AI revolution.

Among Amazon's announcements is the launch of new AI models under its proprietary "Titan" family. These models will power various applications, from content generation to personalized recommendations like Rufus. This marks Amazon's bid to compete with industry leaders like OpenAI ’s ChatGPT and Google’s Gemini.