What Is Amazon Bedrock and How Does It Work?

Looking to take advantage of generative AI applications without the headache of building your own infrastructure? Look no further than Amazon Bedrock, a state-of-the-art service provided by Amazon Web Services (AWS).

Amazon Bedrock streamlines the development and deployment of generative AI applications, giving developers access to foundational models and the tools to customize them for specific tasks.

By collaborating with top AI companies such as AI21 Labs, Anthropic, and Stability AI, Amazon Bedrock enables developers to leverage the power of large language models (LLMs) and seamlessly integrate them into their applications.

In this article, we’ll explore the world of Amazon Bedrock, highlighting its key features, use cases, and what sets it apart from the competition.

What is Amazon Bedrock?

Amazon Bedrock, a part of Amazon Web Services (AWS), provides developers with access to foundational models and the necessary tools to customize them for specific applications. With this, developers can avoid the hassle of building their own infrastructure for training and hosting their applications. Instead, they can rely on the reliable cloud services offered by AWS.

The main objective of Amazon Bedrock is to simplify the process of building and deploying generative AI applications for developers. It achieves this by offering foundational models, which are large language models (LLMs) developed by reputable companies, to serve as the foundation of new applications.

To support developers in their endeavors, Amazon Bedrock collaborates with AI21 Labs, Anthropic, and Stability AI to provide these LLMs. Developers can then enhance the models by incorporating their own custom data, further training them, and expanding their applications before deploying them using AWS’s cloud services.

Why Amazon Bedrock?

Amazon Bedrock is a fully managed service that provides a range of high-performing foundation models (FMs) from leading AI companies. These FMs, offered through a single API, allow you to build generative AI applications with ease while ensuring privacy and security. With the comprehensive capabilities of Amazon Bedrock, you can experiment with various top FMs, customize them using techniques like fine-tuning and retrieval augmented generation (RAG), and create managed agents for complex business tasks.

These tasks can include booking travel, processing insurance claims, creating ad campaigns, and managing inventory, all without the need for coding. Additionally, as Amazon Bedrock is serverless, you won’t have to worry about managing any infrastructure. You can seamlessly integrate and deploy generative AI capabilities into your applications using the familiar AWS services.

What Makes Amazon Bedrock Different?

Amazon’s main competitors in cloud computing offer similar services for building generative AI applications. However, there are reasons why a company might choose to work with Amazon. Firstly, Amazon is not currently focused on developing generative AI applications for consumers. In contrast, Microsoft has invested in OpenAI, the company responsible for ChatGPT and Dall-E, while Alphabet is developing its own AI-powered chatbot called Bard. This means that if a developer wants to create a competing product, it would be wise for them to avoid supporting their biggest competitor.

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Furthermore, Amazon provides access to its own AI model called Titan. Developers who are interested in using Amazon’s models will need to utilize AWS. Additionally, Amazon has developed its own chips, Trainium and Inferentia, which are specifically designed for training AI models and producing responses to prompts. These chips are tailored to reduce workloads and save money on computing, potentially making AWS a more cost-effective option for many developers compared to its competitors. It is important to note, however, that both Microsoft and Google also have their own chip designs for AI training.

Ways to Use Amazon Bedrock

Amazon Bedrock offers a range of solutions for various tasks, thanks to the flexibility of its foundation models and services. 


One area where it excels is in building chatbots or virtual assistants. These chatbots are designed to understand user requests, engage in conversations, and collect information to fulfill those requests. For example, Verisk, a data analytics and risk assessment firm, uses Amazon Bedrock to power its AskMax chatbot, which provides quick contextual answers to support user queries, saving them valuable time.


Another application of Amazon Bedrock is in the field of search engines. With generative AI capabilities, these search engines can find and synthesize relevant information from a large corpus of data to answer user questions. LexisNexis, a legal and regulatory document provider, has developed its own search engine called Lexis+ AI. This search engine not only allows users to easily search for legal documents but also has a conversational AI component that can refine user queries through conversations, making the search process more efficient and user-friendly.

Text Summarization

Additionally, Amazon Bedrock enables companies to create tools for text summarization. These tools provide abridged versions of articles, books, blog posts, and other forms of writing. LexisNexis has integrated this capability into its Lexis+ AI, allowing users to access summarized versions of legal documents without having to read through hundreds of pages on their own. This feature saves users time and effort while still providing them with the essential information they need.

Text Generation

Generative AI is widely recognized for its ability to generate fresh and unique content, such as blog posts, social media updates, and marketing emails. It has proven to be a valuable tool for companies like GoDaddy, a web hosting company that leverages Amazon Bedrock to assist its customers in accelerating their content creation process. By utilizing this technology, GoDaddy enables its customers to effortlessly complete their online business pages and establish more efficient connections with relevant suppliers, consumers, and potential funding opportunities.

Related: Shopify vs. GoDaddy

Image Generation

Generative AI also finds great application in image generation. This innovative technology has the capability to automatically produce artistic and sometimes even photorealistic images or animations. This feature proves to be incredibly useful for various purposes, including the creation of visually appealing presentations, websites, and ad campaigns. Booking.com, an online travel booking site, takes advantage of Amazon Bedrock to incorporate this image generation capability into their platform, enhancing the overall user experience and providing users with visually captivating content.

What’s the Difference Between Amazon Bedrock and SageMaker?

Amazon Bedrock is a service that simplifies the process of creating and expanding generative AI applications using foundational models. It offers some flexibility for customization, but it is not as extensive as what Sagemaker provides. On the other hand, Sagemaker is a managed ML service that offers a higher level of customization and is better suited for more advanced use-cases.

To delve deeper, Sagemaker allows you to train, build, and deploy models according to your specific requirements. You have the freedom to choose from a wide range of open-source Large Language Models (LLM) and train them as needed. In contrast, Bedrock primarily focuses on pre-trained models. While you can fine-tune these default Foundational Language Models to some extent, the options are more limited compared to Sagemaker.


In today’s rapidly evolving world of generative AI, Amazon Bedrock shines as a beacon of accessibility and convenience for developers. With its wide range of foundational models, customizable features, and the added security and privacy of AWS, Bedrock simplifies the process of creating and deploying generative AI applications.

From powering chatbots to enhancing search engines, facilitating text summarization, and even aiding in text and image generation, Bedrock opens up a world of possibilities for businesses and developers alike. What sets Amazon Bedrock apart are its unique advantages, such as exclusive access to the Titan AI model and specialized AI chips, making it a compelling choice in a competitive landscape.

So, if you’re looking for an efficient and cost-effective solution to meet your generative AI needs, look no further than Amazon Bedrock. Embrace the future of AI development and leverage Bedrock’s capabilities to bring your ideas to life with unparalleled ease and efficiency.

Ivy Smith

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