Accelerating generative

AI innovation:
A comprehensive guide
for technology leaders
Discover how to build a foundation for generative AI success
Table of contents

How AWS can help your business build a

Introduction 3 foundation for generative AI success 11
Drive real business value with generative AI 4 Top layer: Applications to boost productivity 12
Generative AI brings opportunities and challenges 5 Middle layer: Models and tools to build and scale
secure, reliable, and responsible generative AI apps 13
Generative AI use cases for every business 6
Bottom layer: Infrastructure to build and
A commitment to safe, secure, and transparent
7 train AI models 14
artificial intelligence services and tools

Tools for building responsibly with artificial intelligence 8 Why customers are choosing AWS to succeed
with generative AI 19
Make data your differentiator 9 Fuel generative AI breakthroughs with AWS 20
Future-proofing your generative AI foundation 10

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 INTRODUCTION

Are you ready to capitalize 80%

on generative AI?
Generative artificial intelligence (gen AI) presents opportunities for organizations to reimagine customer
experiences, boost employee productivity, unlock growth opportunities, and drive innovation. To
realize this future, organizations need more than a single, powerful large language model (LLM) or chat
More than 80% of enterprises will have
assistant. They need a full range of capabilities to build and scale gen AI applications that are tailored to deployed gen AI applications by 2026¹
their business and use cases—including applications with built-in gen AI, tools to rapidly build their own
gen AI apps, a cost-effective and high-performance infrastructure, and robust security controls.

While gen AI is accelerating, many organizations face challenges moving from proofs of concept to real-
world applications. Another universal challenge is identifying and implementing the right use cases to
align with specific business goals. This guide is designed to help you unlock the value of gen AI quickly,
scale securely, and innovate with higher performance and lower cost.

30%

At least 30% of gen AI projects will be

abandoned after proof of concept by the
end of 2025 due to poor data quality,
inadequate risk controls, escalating
costs, or unclear business value2

¹ “Gartner Says More Than 80% of Enterprises Will Have Used Generative AI APIs or Deployed Generative AI-Enabled Applications by 2026,” Gartner, October 2023
² “Gartner Predicts 30% of Generative AI Projects Will Be Abandoned After Proof of Concept By End of 2025,” Gartner, July 2024 3
 BUSINESS OPPORTUNITIES

Gen AI has the

Drive real business value potential to create

with generative AI
Gen AI has the potential to create $2.6–$4.4 trillion in business value globally.³ It can help your
$2.6–$4.4T
organization in four fundamental ways:
in business value globally³

Creating new experiences Extracting insights

Deliver innovative and engaging ways to engage Surface valuable insights from large volumes of
with customers and employees. documents and data to improve decision making.

Boosting employee Enhancing creativity

productivity Generate new content, ideas, conversations,
and multimedia.
Empower employees to create content, code,
and ideas more efficiently.

3
“The economic potential of generative AI: The next productivity frontier,” McKinsey Digital, June 2023
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 BUSINESS CONSIDERATIONS
Key challenges implementing
Generative AI brings generative AI

opportunities Data infrastructure modernization, integration,

and scalability
and challenges Legacy systems inhibit advanced analytics and AI capabilities and bring
substantial capacity constraints.

As a technology leader, you play a pivotal role in driving the successful adoption
of gen AI in your organization. However, you must navigate the complexities Regulatory, ethical, data sovereignty, and data
of this cutting-edge technology and strike a balance between seizing the residency considerations
opportunities and mitigating the risks.
Leaders must navigate the complex, uncertain, and increasingly ambiguous
regulatory landscapes and comply with relevant laws.

Balancing costs while maintaining performance

Training, building, and deploying gen AI models is challenging with budgets
that remain close to flat year over year.

Model selection
As the landscape of language models continues to evolve, technical leaders
are challenged to identify the most suitable model for each use case.

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 USE CASES Some of the high-impact areas where
generative AI can drive value include:
Generative AI use
cases for every Enhance customer experiences

business
• Chatbots and virtual assistants
• Agent assist and call analytics
• Hyper-personalization

Gen AI has the potential to transform nearly every industry and function
within your organization. The key is identifying the right use cases that
align with your specific business needs and goals. Ask yourself: What Boost employee productivity
requirement is most critical to the organization’s success?
• Conversational search
• Code generation
• Automated report generation
• AI-generated marketing content, sales content,
guidance, and enablement
• New product development

Optimize business processes

• Intelligent document processing (IDP)
• Data augmentation
• Supply chain optimization

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 RESPONSIBLE AI

A commitment to Responsible AI
safe, secure, and Responsible AI is the practice of designing, developing, and
using AI technology in a responsible manner, with the goal

transparent artificial of maximizing benefits and minimizing risks and unintended

harms. At Amazon Web Services (AWS), we define

intelligence services
responsible AI using a set of core dimensions that we assess
and update over time as AI technology evolves.

and tools
You want your gen AI applications to be built with safety, fairness, and security
in mind so that you can, in turn, deploy AI responsibly. Our practical approach Core dimensions of responsible AI
to transforming responsible AI from theory into practice, coupled with tools
and expertise, helps you implement responsible AI practices effectively within
your organization. We are investing in new capabilities to foster responsible gen Controllability Veracity and
AI innovation across a broad set of capabilities, including built-in tools, to help robustness
ensure fairness, transparency, and customer protection, as well as resources to Privacy and
combat disinformation.
security Explainability
Learn more about responsible AI
Safety Transparency

Fairness Governance

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 RESPONSIBLE AI

Tools for building

responsibly with
artificial intelligence
• Amazon Bedrock Guardrails helps users implement safeguards tailored to gen
AI applications and aligned with responsible AI policies
• Model evaluation on Amazon Bedrock helps users evaluate, compare, and
select the best foundation models (FMs) for their specific use case based on
custom metrics, such as accuracy, robustness, and toxicity
• Watermarking in Amazon Nova Canvas, Amazon Nova Reel, and Amazon
Titan Image Generator models is designed to help reduce the spread of
disinformation by providing a discrete mechanism to identify AI-generated
images from these models
• AWS AI Service Cards are a resource for enhancing transparency by providing
users with a single place to find information on use cases and limitations,
responsible AI design choices, and performance optimization best practices
for our AI services and models

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 UNLOCK THE VALUE OF YOUR DATA

Make data your

differentiator 52% of CDOs and data
leaders say they
don’t have the right
data foundation to
Your data is the differentiator between a generic application and a gen AI
application that knows your business and your customer. AWS makes it
implement gen AI⁴
easy to use your data to customize and augment FMs to offer personalized
experiences to your customers. AWS also offers a comprehensive range of data
services to store, process, manage, and govern your data. The next generation
of Amazon SageMaker addresses the challenges of harnessing all of
organizational data—regardless of where it lives—for analytics and AI through
unified data access and governance. It enables teams to securely find, prepare,
and collaborate on data assets and build analytics and gen AI applications
through a single platform, accelerating the path to AI-ready data.

Discover how a data foundation built on AWS gives you a strategic advantage
when it comes to gen AI.

⁴ “Scaling Generative AI for Value: Data Leader Agenda for 2025,” AWS, 2024
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 EXECUTIVE INSIGHT

Future-proofing
“This is not something
your generative AI you can just bolt-on later.
foundation Building on the right
foundation gives you
With a rapidly evolving technology like gen AI, it’s important to make
confidence and agility to
informed decisions and build on a technical foundation that will allow for create long-term value.”
choice and flexibility.
Ishit Vachhrajani, Global Head of Enterprise Strategy, AWS
As gen AI capabilities are adopted more widely, your ability to apply
proprietary data on top of your FMs to differentiate your business will be a
key competitive advantage. And, to scale your early wins into enterprise-wide
adoption of gen AI, you should make sure that you are building with proper
security, privacy, and operational resilience considerations from the start.

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 GENERATIVE AI ON AWS

How AWS can AWS generative AI stack

help your business Top layer

build a foundation Applications to boost productivity

for generative AI Middle layer

success
Models and tools to build and scale secure, reliable,
and responsible generative AI apps

For long-term success in gen AI, every organization needs access to

a comprehensive set of tools and infrastructure to meet their unique Bottom layer
needs now and in the future. We like to think of this set of tools as a Infrastructure to build and train AI models
three-layer stack.

Discover how leading businesses are using the most comprehensive

set of capabilities at every layer of the AWS gen AI stack to
drive innovation.
With AWS, you can easily move throughout the stack to find the right tool or service
for the job to be done. You don’t have to feel stuck in the infrastructure or application
layer and can quickly get started at the level that best meets you where you are
in your gen AI journey. Many customers start at one layer and advance to using
multiple—if not all—layers of the stack to scale gen AI use cases.

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 AWS GENERATIVE AI STACK SPOTLIGHT:

Meet Amazon Q, the most capable

Top layer: Applications to boost gen AI assistant
productivity Amazon Q helps accelerate software development and
leverage your internal data. With built-in privacy and security,
Amazon Q makes it easier for companies to use gen AI safely.
To quickly take advantage of the productivity benefits of gen AI, you will need gen AI–powered applications and
assistants that leverage LLMs and other FMs. Amazon Q Business is a gen AI–powered assistant that lets
users ask complex questions, find comprehensive answers, and
execute actions—all based on your company’s content, data,
and systems. Within Amazon Q Business, employees can use
Amazon Q Apps to quickly create and share lightweight AI
apps instantly with natural language prompts—turning their
ideas into apps based on your enterprise data.
TOP LAYER
Applications Amazon Q Developer helps developers and IT

$260M
professionals (IT pros) with all of their tasks across the
software development lifecycle—from coding, testing, and
upgrading to troubleshooting, performing security scanning
and fixes, optimizing AWS resources, and creating data
engineering pipelines.
Amazon Q has saved Amazon
$260M and 4.5K developer-years Amazon Q is also integrated into Amazon QuickSight,
of work5 Amazon Connect, and AWS Supply Chain, bringing this
capable assistant directly to your employees.

⁵ “Amazon CEO Andy Jassy Says Company’s AI Assistant Has Saved $260M And 4.5K Developer-Years Of Work: ‘It’s Been A Game Changer For Us’,” Yahoo Finance,
August 2024 12
 AWS GENERATIVE AI STACK

Middle layer: Models and tools SPOTLIGHT:

Build effective and responsible

to build and scale secure, reliable, generative AI apps with
and responsible generative AI apps Amazon Bedrock
Amazon Bedrock is a fully managed service that offers a
choice of high-performing FMs from leading AI companies like
For customers seeking access to the latest models, flexibility to select the appropriate model for their use
AI21 Labs, Anthropic, Cohere, Meta, Mistral AI, Stability AI,
case, and robust tools and security controls to swiftly build and scale trustworthy gen AI applications, we offer
and Amazon through a single API, along with a broad set of
Amazon Bedrock. Amazon Bedrock provides a comprehensive solution designed to empower customers with
capabilities you need to build gen AI applications with security,
cutting-edge technology, customizable options, and robust security measures.
privacy, and responsible AI.

Tens of thousands of customers Amazon Nova is a new generation

from virtually every industry and of
all sizes, like Intuit, Sony, PGA TOUR, of foundation models with
MIDDLE LAYER
Lonely Planet, Toyota, New York Stock industry leading price performance
Exchange (NYSE), KT Corporation,
Models and tools Siemens, Choice Hotels, Rocket Generate high-quality images and videos, and lightning fast
Mortgage, and others, are using text. Exclusively available on Amazon Bedrock. Amazon Nova
is up to 75% more cost-effective than the best performing
Amazon Bedrock to accelerate their
models in their respective intelligence classes.
gen AI initiatives.

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 AWS GENERATIVE AI STACK

Bottom layer: Infrastructure to SPOTLIGHT:

build and train AI models The most performant,

cost-effective infrastructure
To cost-effectively build, train, and deploy FMs at scale, you need purpose-built for generative AI
infrastructure and services.
From the highest-performance NVIDIA GPU–based
Amazon Elastic Compute Cloud (Amazon EC2)
instances to our purpose-built machine learning
(ML) accelerators AWS Trainium and AWS Inferentia,
AWS delivers the best price performance for training
and deploying gen AI models at scale.

50%
With Amazon SageMaker AI, data scientists and ML
engineers can easily build, train, and deploy FMs at
scale with purpose-built tools, including IDEs and
notebooks backed by high-performance accelerated
Enterprise customers like Salesforce computing, purpose-built infrastructure for
and Workday are deploying their distributed training at scale, governance and MLOps
FMs using Amazon SageMaker AI, tools, inference options and recommendations, and
making more than 80 billion inference model monitoring and evaluation.
BOTTOM LAYER
requests per day and reducing
deployment costs by 50% on average.
Infrastructure

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 CUSTOMER SUCCESS STORIES

Customers across industries are

enhancing customer experiences,
boosting employee productivity, and
optimizing business processes with
generative AI on AWS.
FERRARI

BAYER CROP SCIENCE

AMAZON PHARMACY

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Ferrari redefines automotive luxury
Ferrari, a luxury Italian auto manufacturer, is using the broad model
selection of Amazon Bedrock to apply gen AI to several use cases, from
accelerating the vehicle design process to providing personalized services
to its customers. Using LLMs in Amazon Bedrock, Ferrari developed a car
configurator to make it easier and faster for customers to personalize
their car, which increased sales leads and reduced vehicle configuration
times by 20 percent. Ferrari also fine-tuned LLMs—including Amazon
Titan, Claude 3, and Llama—on its own internal documentation to create
a gen AI chatbot that helped their sales professionals and technicians
enhance the after-sales experience.

“Amazon Bedrock has simplified our approach. We

can connect to a single layer of APIs to quickly test,
benchmark, and deploy different models.”
Mauro Coletto, Head of Business Analytics and AI at Ferrari

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Bayer Crop Science empowers data scientists to
innovate faster
Bayer Crop Science uses Amazon Q Business and Amazon Q Developer
to deliver “DSE Platform Intelligence,” which helps developers generate
documentation and find code easily. By implementing Amazon Q
Business, Bayer Crop Science reduced onboarding time by up to 70
percent, and Amazon Q Developer improved developer productivity by
up to 30 percent.

UP TO UP TO

70%
reduced onboarding time
30%
improved developer productivity

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Amazon Pharmacy improves customer care
Using Amazon SageMaker AI, Amazon Pharmacy created an LLM-
based chatbot so that its customer care representatives could focus on
improving the customer experience. The chatbot helps customers get
more transparent pricing and receive their medications quickly while
saving customer care agents significant amounts of time.
Amazon Pharmacy uses Amazon Bedrock and Amazon SageMaker AI
to provide upfront pricing estimates for 99 percent of prescriptions
and optimize operational efficiency, helping customers access needed
medications faster.

“Using AWS, we can customize solutions for our

industry while prioritizing security and privacy.”
Alexandre Alves, Senior Principal Engineer, Amazon Pharmacy

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 WHY BUILD WITH AWS? AWS expertise
Take advantage of AWS experts and partners to

Why customers are choosing innovate faster with gen AI.

AWS to succeed with AWS Generative AI

Innovation Center

generative AI A program pairing customers with AWS science

and strategy experts with comprehensive
expertise spanning the entire gen AI journey.
The AWS Generative AI Innovation Center helps
customers build a strategic and holistic approach
Choice Security aligned with business goals, use cases, and
operational challenges.
AWS empowers organizations with choice and flexibility, AWS is architected to be the most secure cloud computing
offering a comprehensive set of AI capabilities, from chips to environment available today for building and running gen AI
FMs to applications, enabling rapid innovation. With access applications, offering built-in security across AI services and
to the latest models, organizations stay at the leading edge robust security, compliance, governance, and privacy tools to AWS Generative AI
with choice and flexibility. help protect each layer of the AI stack.
Competency Partners
AWS Generative AI Competency Partners drive
Data Scale the advancement of gen AI technologies with
AWS customers to launch transformative
AWS helps you build trusted and differentiated gen AI AWS offers unparalleled scale and reliability for gen AI applications across industries.
experiences using your organizational data. With AWS, you applications, leveraging decades of experience, vast global
can easily and privately leverage your data to customize FMs, infrastructure, and seamless integration across diverse data
tapping into vector capabilities in AWS databases, built-in sources and applications so organizations can deliver real,
governance controls, and customization techniques like meaningful value to their customers and employees at scale.
retrieval augmented generation (RAG), fine-tuning,
and pretraining.

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 NEXT STEPS

Fuel generative AI
breakthroughs with AWS
The future of business is being shaped by gen AI. AWS can help your business deliver tangible value and a
competitive advantage, today and tomorrow. Join the thousands of organizations that are leveraging our
secure, flexible, and scalable AI services to innovate boldly and continuously—all while maintaining the
highest levels of trust, privacy, and security.

Start now

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