Choosing a generative AI service
Taking the first step
Purpose
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Help determine which AWS generative AI services are the best
fit for your organization.
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Last updated
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July 9, 2024
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Covered services
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Introduction
Generative AI is a set of artificial intelligence (AI) systems and models designed to generate content—such as code, text, images,
music, or other forms of data—that is often creative and original. These systems can produce new content based on patterns and knowledge
learned from existing data. It is becoming increasingly used by organizations and businesses to:
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Automate creative workflows —
You can use generative AI services to automate the workflows of
time-consuming creative processes such as writing, image or video
creation, and graphic design.
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Customize and personalize
content — If you want to create audience-specific
context, you can use generative AI services to generate targeted
content, product recommendations, and customized offerings.
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Augment data — You can use
generative AI to synthesize large training datasets for other ML
models to unlock scenarios where human-labeled data is scarce.
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Reduce cost — Using
synthesized data, content, and digital assets, you might be able
to lower costs.
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Faster experimentation —
Generative models allow you to test and iterate on more content
variations and creative concepts than would be possible
manually.
This guide will help you select the AWS generative AI services and
tools that are the best fit for your needs and your organization.
Understand
Amazon offers a range of generative AI services, applications,
tools, and supporting infrastructure.
Which of these you use depends a lot of what you’re trying to do,
how much choice you need in the foundation models you use, the
degree of customization you’ll need in your generative AI
applications, and the expertise within your organization.
Amazon Q — when you need pre-defined
applications for your use case
At the top of Amazon's generative AI stack, Amazon Q generative
AI-based applications make use of large language models (LLMs)
and foundation models, but don’t require that you explicitly choose
a model. Each of these applications is aimed at a different use case
and all are powered by
Amazon Bedrock.
Learn more about the primary Amazon Q generative AI–powered assistants currently
available:
- Amazon Q Business
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Amazon Q Business is able to answer questions, provide summaries, generate content,
and securely complete tasks based on the data in your enterprise systems. It supports the
general use case of using generative AI to quickly start making the most of the
information in your enterprise. Amazon Q Business lets you make English-language queries about
that information and provides answers in a manner appropriate to your team’s needs. In
addition, you can create lightweight, purpose-built Amazon Q Apps
(currently in preview) within your Amazon Q Business Pro subscription.
- Amazon Q Developer
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Amazon Q Developer is aimed at helping you understand, build, extend, and operate AWS
applications. The supported use cases include tasks that range from coding, testing, and
upgrading applications, to diagnosing errors, performing security scanning and fixes, and
optimizing AWS resources. The advanced, multistep planning and reasoning capabilities in
Amazon Q Developer are aimed at reducing the work involved in common tasks (for example,
performing Java version upgrades), and helping implement new features generated from
developer requests.
Amazon Q Developer is also available as a feature in
several other AWS services including
AWS Chatbot, Amazon CodeCatalyst, Amazon EC2, AWS Glue, and VPC Reachability Analyzer.
- Amazon Q in QuickSight
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Amazon Q in QuickSight is aimed at meeting
the needs of a specific use case—in this instance how to help you get actionable insights from your data by connecting Amazon Q to the
Amazon Q QuickSight business intelligence (BI) service. You can use it to quickly build visualizations of your data, summarize insights, answer
data questions, and build data stories using natural language.
- Amazon Q in Connect
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Amazon Q in Connect
is designed to help you automatically detect customer issues, and provide your customer service agents with contextual
customer information along with suggested responses and actions for faster resolution of issues. It combines the capabilities of the
Amazon Connect cloud contact center service
with Amazon Q. Amazon Q in Connect can use your real-time conversations with
your customers, along with relevant company content, to automatically recommend what to say or what actions an agent should take to better assist
customers.
Amazon Bedrock — when you need a choice of foundation models
If you're developing custom AI applications, need access to multiple foundation models,
and want more control over the AI models and outputs,
then Amazon Bedrock could be the service that meets your needs.
Amazon Bedrock is a fully managed service, and it supports a
choice of popular foundation models, including
Anthropic Claude,
Cohere Command & Embed,
AI21 Labs Jurassic,
Meta Llama,
Mistral AI,
Stable Diffusion XL and
Amazon Titan.
In addition, Amazon Bedrock provides what you need to build generative AI applications with security, privacy, and responsible AI—regardless
of the foundation model you choose. It also offers model-independent, single API access designed to offer the flexibility to use different
foundation models and upgrade to the latest model versions, with minimal code changes.
Learn more about the key features of Amazon Bedrock:
- Model customization
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Model customization helps you deliver
differentiated and personalized user experiences. To customize
models for specific tasks, you can privately fine-tune FMs using
your own labeled datasets. Custom models include capabilities
such as fine-tuning, and continued pre-training using
unlabeled datasets. The list of FMs for which Amazon Bedrock
supports fine-tuning includes Cohere Command, Meta Llama 2,
Amazon Titan Text Lite and Express, Amazon Titan Multimodal
Embeddings, and Amazon Titan Image Generator. The list of
supported FMs is updated on an on-going basis. In addition,
Custom Model Import for Amazon Bedrock
(currently in preview)
allows you to bring your own custom models and use them within
Amazon Bedrock.
- Agents
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Agents for Amazon Bedrock helps you plan and create
multistep tasks using company systems and data sources—from
answering customer questions about your product availability to
taking their orders. You can create an agent by first selecting
an FM and then providing it access to your enterprise systems,
knowledge bases, and AWS Lambda functions to securely run your
APIs. An agent analyzes the user request, and a Lambda function
or your application can automatically call the necessary APIs
and data sources to fulfill the request.
- Guardrails
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Guardrails for Amazon Bedrock evaluates user inputs and
FM responses based on use case specific policies, and provides
an additional layer of safeguards, regardless of the underlying
FM. Using a short natural language description, Guardrails for
Amazon Bedrock allows you to define a set of topics to avoid
within the context of your application. Guardrails detects and
blocks user inputs and FM responses that fall into the
restricted topics.
- Knowledge Bases
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Knowledge Bases for Amazon Bedrock is a fully managed
capability that helps you implement the entire Retrieval
Augmented Generation (RAG) workflow from ingestion to retrieval
and prompt augmentation without having to build custom
integrations to data sources and manage data flows. Session
context management is built in, so your application can support
multi-turn conversations. You can use the Retrieve API to fetch
relevant results for a user query from knowledge bases.
- Converse API
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Amazon Bedrock Converse API allows you to create
conversational applications that send and receive messages to
and from an Amazon Bedrock model. For example, you can create a
chat bot that maintains a conversation over many turns and uses
a persona or tone customization that is unique to your needs,
such as a helpful technical support assistant.
- Tool use (function calling)
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Tool use (function calling)
gives a model access to tools that can help
it generate responses for messages that you send to the model.
For example, you might have a chat application that lets users
find out the most popular song played on a radio station. To
answer a request for the most popular song, a model needs a tool
that can query and return the song information.
- Amazon Bedrock Studio
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Explore
Amazon Bedrock Studio (in preview), a
new SSO-enabled web
interface that provides a way for developers across your
organization to experiment with LLMs and
other FMs, collaborate on projects, and iterate
on generative AI applications. It offers a rapid prototyping
environment and streamlines access to multiple foundation models
(FMs) and developer tools in Amazon Bedrock. It also supports Knowledge
Bases for Amazon Bedrock and Guardrails for Amazon Bedrock.
Amazon SageMaker — when you need to build custom models and
have control over the full ML lifecycle, from data preparation to model deployment and
monitoring.
Amazon SageMaker is designed to help you build, train, and deploy
machine learning models, including FMs, at scale. Consider this option when you have use cases that can benefit
from extensive training, fine-tuning and customization of foundation models. It will also help you through the sometimes-challenging task of
evaluating which FM is the best fit for your use case.
Amazon SageMaker also provides infrastructure and purpose-built tools to help you throughout the ML lifecycle, including integrated development
environments (IDEs), purpose-built distributed training infrastructure, governance tools, machine learning operations (MLOps) tools,
inference options and recommendations, and model evaluation.
Explore key features of Amazon SageMaker that may help you determine when
to use it:
- SageMaker JumpStart
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Amazon SageMaker JumpStart is an ML hub designed to provide
you with access to publicly available foundation models. Those models include Mistral, Llama 3, CodeLlama, and Falcon 2. They can be
customized with advanced fine-tuning and deployment techniques such as Parameter Efficient Fine-Tuning (PEFT) and Low-Rank Adaptation (LoRA).
This example shows some of the available models in SageMaker JumpStart within the AWS Management Console.
- SageMaker Clarify
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Amazon SageMaker Clarify helps you
with the all-important decision of which foundation model to use.
Use SageMaker Clarify to create model evaluation jobs. A model evaluation
job allows you to evaluate and compare model quality and
responsibility metrics for text-based foundation models from
JumpStart. Model evaluation jobs also support the use of
JumpStart models that have already been deployed to an endpoint.
- SageMaker Canvas
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Amazon SageMaker Canvas helps you use machine
learning to generate predictions without writing any
code. Amazon SageMaker Canvas can also be used in collaboration
with Amazon Bedrock to fine-tune and deploy language models.
This
blog post describes how you can use them to optimize
customer interaction by working with your own datasets (such as
your product FAQs) in Amazon Bedrock and Amazon SageMaker
JumpStart. The example below, from this blog post, demonstrates how SageMaker Canvas and Amazon Bedrock can be used together to fine-tune and deploy language models.
Infrastructure for FM training and
inference
AWS offers specialized, accelerated hardware for high performance ML
training and inference.
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Amazon EC2 P5 instances are equipped with NVIDIA H100 Tensor
Core GPUs, which are well-suited for both training and inference
tasks in machine learning.
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Amazon EC2 G5 instances feature up to 8 NVIDIA A10G Tensor Core
GPUs, and second generation AMD EPYC processors, for a wide
range of graphics-intensive and machine learning use cases.
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AWS Trainium is the second-generation ML accelerator that AWS
has purpose-built for deep learning (DL) training of 100B+
parameter models.
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AWS Inferentia2-based Amazon EC2 Inf2 instances are designed
to deliver high performance at the lowest cost in Amazon EC2 for
your DL and generative AI inference applications.
Consider
After you have decided on a particular generative AI service that is
appropriate for your use case and expertise, you must choose
the appropriate foundation model that gives you the best
results for your particular use case.
Note that Amazon Bedrock has a model
evaluation capability that can assist in evaluating, comparing, and
selecting the best foundation models for your use case. Details on
this capability are illustrated in this
blog post.
Here are some critical factors to consider when choosing an appropriate foundation
model for your use case:
- Modality
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Identify use cases/modality
What it is: Modality refers to
the type of data the model processes—text, images (vision),
or embeddings.
Why it matters: The choice of
modality should align with the data that you're working with. For
example, if your project involves processing natural language,
a text-based model like Claude, Llama 2, or Titan Text G1, is
suitable. If you want to create embeddings, then you might use a model like
Titan Embeddings G1. Similarly,
for image-related tasks, models
such as Claude, Stability AI, and Titan Image Generator G1 are more
appropriate. Your use case might also involve considering your data
source and the support for data source connectors, such as
those provided in Amazon Q Business.
- Model size
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Model Size
What it is: This criterion refers
to the number of parameters in a model. A parameter is a
configuration variable that is internal to the model and whose
values can be estimated (trained) during the training phase from the
given training data. Parameters are crucial as they directly define
the model's capability to learn from data. Large models often have
more than 50 billion parameters.
Why it matters: The number of
parameters is a key indicator of the model's complexity. More
parameters mean that the model can capture more intricate patterns and
nuances in the data, which generally leads to better performance.
However, these models are not only expensive to train, but also
require more computational resources to operate.
- Inference latency
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Inference latency
What it is: Inference speed, or
latency, is the time it takes for a model to process input (often
measured in tokens) and return an output. This processing time is
crucial when the model's responses are part of an interactive
system, like an AWS Chatbot.
Why it matters: Quick response
times are essential for real-time applications such as
interactive chatbots or instant
translation services. These applications depend on the
model's ability to process and respond to prompts rapidly to
maintain a smooth user experience. Although larger foundational
models typically offer more detailed and accurate responses, their
complex architectures can lead to slower inference speeds. This
slower processing might frustrate users expecting immediate
interaction.
To address this challenge, you can choose models optimized for
quicker responses, even if it means compromising somewhat on the
depth or accuracy of the responses.
- Context window
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Maximizing context window
What it is: In the context of
large language models, a context window refers to the amount of text
(in tokens) that the model can consider at any one time when generating
responses.
Why it matters: Larger context
windows enable the model to remember and process more information in
a single run. This ability is particularly valuable in complex tasks
such as understanding long documents, engaging in detailed
conversations, or generating coherent and contextually accurate text
over larger spans.
For example, in a conversation, a model with a larger context
window would remember more of the earlier dialogue, allowing it to
provide responses that are more relevant and connected to the entire
conversation. This leads to a more natural and satisfying user
experience, as the model can maintain the thread of discussion
without losing context.
- Pricing
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Pricing considerations
What it is: The cost of using a
foundational model, influenced by the model's complexity and the
model provider’s pricing structure.
Why it matters: Deploying
high-performance models often comes with high costs due to increased
computational needs. While these models provide advanced
capabilities, their operational expenses can be high, particularly
for startups or smaller projects on tight budgets.
On the other hand, smaller, less resource-intensive models offer a
more budget-friendly option without significantly compromising
performance. It's essential to weigh the model’s cost against its
benefits to ensure it fits within your project's financial
constraints, helping you get the best value for your investment
without overspending.
- Fine-tuning
Fine-tuning and continuous pre-training
capability
What it is: Fine-tuning is a
specialized training process where a pre-trained model that has been
trained on a large, generic dataset is further trained (or
fine-tuned) on a smaller, specific dataset. This process adapts the
model to particularities of the new data, improving its performance
on related tasks. Continuous pre-training, on the other hand,
involves extending the initial pre-training phase with additional
training on new, emerging data that wasn't part of the original
training set, helping the model stay relevant as data evolves. You
can also use
Retrieval Augmented Generation (RAG) to retrieve data from outside a
foundation model and augment your prompts by adding the relevant
retrieved data in context.
Why it matters: With fine-tuning,
you can increase model accuracy by providing your own
task-specific labeled training dataset and further specialize your
FMs. With continued pre-training, you can train models using your
own unlabeled data in a secure and managed environment. Continued
pre-training helps models become more domain-specific by
accumulating more robust knowledge and adaptability beyond their
original training.
- Data quality
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Data quality
Data quality is a critical factor in the success of a generative AI
application. Here are some key factors to consider when it comes to
the quality:
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Relevance: Ensure that the data you use for training
your generative AI model is relevant to your application. Irrelevant or noisy data can
lead to poor model performance.
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Accuracy: The data should be accurate and free from
errors. Inaccurate data can mislead your model and result in incorrect outputs.
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Consistency: Maintain consistency in your data.
Inconsistencies in the data can confuse the model and hinder its ability to learn
patterns.
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Bias and fairness: Be aware of biases in your data,
as they can lead to biased model outputs. Take steps to mitigate bias and help ensure
fairness in your generative AI system.
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Annotation and labeling: If your application requires
labeled data, verify that the annotations or labels are of high quality and created by
experts.
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Data preprocessing: Prepare your data by cleaning and
preprocessing it. This might involve text tokenization, image resizing, or other
data-specific transformations to make it suitable for training.
- Data quantity
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Data quantity
Quantity along with quality goes hand in hand. It is important to
remember:
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Sufficient data: In most cases, more data is better.
Larger datasets allow your model to learn a wider range of patterns and generalize
better. However, the required amount of data can vary depending on the complexity of
your application.
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Data augmentation: If you have limitations on the
quantity of available data, consider data augmentation techniques. These techniques
involve generating additional training examples by applying transformations to
existing data. For example, you can rotate, crop, or flip images or paraphrase text to
create more training samples.
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Balancing data: Ensure that your dataset is
balanced, especially if your generative AI application is expected to produce outputs
with equal representation across different categories or classes. Imbalanced datasets
can lead to biased model outputs.
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Transfer learning: For certain applications, you can
leverage pre-trained models. Transfer learning allows you to use models that were
trained on massive datasets and fine-tune them with your specific data, often
requiring less data for fine-tuning.
It's also important to continuously monitor and update your dataset
as your generative AI application evolves and as new data becomes
available.
- Quality of response
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Quality of response
What it is: Lastly, the most
essential criterion is the quality of response. This is where you
evaluate the output of a model based on several quality metrics,
including accuracy, relevance, toxicity, fairness, and robustness
against adversarial attacks.
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Accuracy measures how often the model's responses are correct (and
you would typically measure this against a pre-configured standard or baseline).
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Relevance assesses how appropriate the responses are to the
context or question posed.
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Toxicity checks for harmful biases or inappropriate content in
the model's outputs.
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Fairness evaluates whether the model's responses are unbiased
across different groups.
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Robustness indicates how well the model can handle
intentionally misleading or malicious inputs designed to confuse it.
Why it matters: The reliability
and safety of model outputs are paramount, especially in
applications that interact directly with users or make automated
decisions that can affect people's lives. High-quality
responses ensure user trust and satisfaction, reducing the risk of
miscommunication and enhancing the overall user experience, thus
earning the trust of your customers.
Choose
Generative AI category
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What is it optimized for?
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Generative AI services
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Amazon Q — when you need pre-defined applications for your
use case
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Making it easier for you to generate code and get
answers to questions across business data, by connecting to
enterprise data repositories to summarize the data
logically, analyze trends, and engage in dialogue about the
data.
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Amazon Q Business
Amazon Q Developer
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Amazon Bedrock — when you need a choice of foundation models
and capabilities
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Allowing you to choose from the leading models,
customize them with your own data, and build generative AI
applications with the builder tools that Amazon Bedrock
offers.
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Amazon Bedrock
Amazon Bedrock Studio
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Amazon SageMaker — when you need to build, train, fine-tune
and deploy foundation models at scale for your specific use
case
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Building, training, and deploying machine learning models,
including foundation models, at scale.
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Amazon SageMaker
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Amazon FMs
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These models are optimized to support a variety of
multi-modal use cases such as text, image, and embeddings.
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Amazon Titan
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Infrastructure for FM training and inference
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These services are optimized to maximize the price
performance benefits in FM training and inference.
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AWS Trainium
AWS Inferentia
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Use
Now that you have a clear understanding of the criteria you need to
apply in choosing an AWS generative AI service, you can select which
services are optimized for your needs and explore how you might
get started using each of them.
- Amazon Q
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Get started with Amazon Q
Review your options for getting started with Amazon Q Business and
Amazon Q Developer in either the AWS Management Console or the IDE.
Explore the guide
Work with Amazon Q
Use the Amazon Q Business and Amazon Q Developer User Guides, as
well as the Amazon Q Business API Reference to learn how you can
tailor Amazon Q to your business needs as well as help you
understand, build, extend, and operate applications and workloads on
AWS.
Explore the guides
Learn Amazon Q
Take this short, introductory AWS Skill Builder course to get a
high-level overview of Amazon Q (requires registration).
Start the course
- Amazon Q Business
-
What is Amazon Q Business?
Get an overview of Amazon Q Business, with explanations of what it
is, how it works, and how to get started using it.
Explore the guide
Create a sample Amazon Q Business
application
Learn how to create your first Amazon Q Business application in
either the AWS Management Console or using the command line
interface (CLI).
Explore the guide
Combine Amazon Q Business and AWS IAM Identity Center to build generative AI apps
Build private and secure enterprise generative AI apps with Amazon Q Business and AWS IAM Identity Center
Read the blog
- Amazon Q Developer
-
What is Amazon Q Developer?
Get an overview of Amazon Q Developer, with explanations of what it
is, how it works, and how to get started using it.
Explore the guide
Get started with Amazon Q Developer
Read this blog post to explore some key tasks that you can
accomplish with Amazon Q Developer.
Read the blog
Working with Amazon Q Developer
Use the Amazon Q Developer Center for fast access to key Amazon Q Developer articles, blog posts, videos and tips.
Explore the Amazon Q Developer Center
- Amazon Bedrock
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What is Amazon Bedrock?
Learn how to use this fully managed service to make foundation
models (FMs) from Amazon and third parties available for your use
through a unified API.
Explore the guide
Frequently asked questions about Amazon Bedrock
Get answers to the most commonly-asked questions about Amazon Bedrock, including how to use agents, security considerations,
details on Amazon Bedrock software development kits (SDKs),
retrieval augmented generation, how to use model evaluation, and how
billing works.
Read the FAQs
Guidance for generating product descriptions
with Amazon Bedrock
Learn how to use Amazon Bedrock as part of a solution to automate
your product review and approval process for an e-commerce
marketplace or retail website.
Explore the solution
- Amazon Bedrock Studio
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What is Amazon Bedrock Studio?
Learn how you can use this web application to prototype apps that use Amazon Bedrock models and features, without having to set up and use a
developer environment.
Explore the guide
Build generative AI applications with Amazon Bedrock Studio (preview)
This blog explains how you can build applications using a wide array
of top performing models, evaluate, and share your generative AI
apps within Amazon Bedrock Studio.
Read the blog
Building an app with Amazon Bedrock
Studio
Use the Build mode in Amazon Bedrock Studio to create prototype apps
that uses Amazon Bedrock models and features. You can also use the
Build mode to try experiments not supported in the Explore mode
playground, such as setting inference parameters.
Explore the guide
- Amazon SageMaker
-
What is Amazon SageMaker?
Learn how you can use this fully managed machine learning (ML)
service to build, train, and deploy ML models into a
production-ready hosted environment.
Explore the guide
Get started with Amazon SageMaker
Learn how to join an Amazon SageMaker domain, giving you access to
Amazon SageMaker Studio and RStudio on SageMaker.
Explore the guide
Get started with Amazon SageMaker
JumpStart
Explore SageMaker JumpStart solution templates that set up
infrastructure for common use cases, and executable example
notebooks for machine learning with SageMaker.
Explore the guide
- Amazon Titan
-
Amazon Titan in Amazon Bedrock
overview
Get an overview of Amazon Titan foundation models (FMs) to support
your use cases.
Explore the guide
Cost-effective document classification using
the Amazon Titan Multimodal Embeddings Model
Learn how you can use this model to categorize and extract insights
from high volumes of documents of different formats. This blog
explores how you can use it to help determine the next set of
actions to take, depending on the type of document.
Read the blog
Build generative AI applications with Amazon
Titan Text Premier, Amazon Bedrock, and AWS CDK
Explore building and deploying two sample applications powered by
Amazon Titan Text Premier in this blog post.
Read the blog
- AWS Trainium
-
Overview of AWS Trainium
Learn about AWS Trainium, the second-generation machine learning
(ML) accelerator that AWS purpose built for deep learning training
of 100B+ parameter models. Each Amazon EC2
Trn1 instance deploys up to 16 AWS Trainium accelerators to deliver
a high-performance, low-cost solution for deep learning (DL)
training in the cloud.
Explore the guide
Recommended Trainium Instances
Explore how AWS Trainium instances are designed to provide high
performance and cost efficiency for deep learning model inference
workloads.
Explore the guide
Scaling distributed training with AWS Trainium and Amazon EKS
If you're deploying your deep learning (DL) workloads using Amazon Elastic Kubernetes Service (Amazon EKS),
learn how you can benefit from the general availability of Amazon EC2 Trn1 instances powered by AWS Trainium—a purpose-built ML
accelerator optimized to provide a high-performance, cost-effective,
and massively scalable platform for training DL models in
the cloud.
Read the blog
- AWS Inferentia
-
Overview of AWS Inferentia
Understand how accelerators are designed by AWS to deliver high
performance at the lowest cost for your deep learning (DL) inference
applications.
Explore the guide
AWS Inferentia2 builds on AWS Inferentia1 by
delivering 4x higher throughput and 10x lower latency
Understand what AWS Inferentia2 is optimized for and how it was
designed from the ground up to deliver higher performance, while
lowering the cost of LLMs and generative AI inference.
Read the blog
Machine learning inference using AWS Inferentia
Learn how to create an Amazon EKS cluster with nodes running Amazon EC2 Inf1 instances and optionally deploy a sample application.
Amazon EC2 Inf1 instances are powered by AWS Inferentia chips, which
are custom built by AWS to provide high performance and lowest cost
inference in the cloud.
Explore the guide
Explore
Architecture diagrams
These reference architecture diagrams show examples of AWS AI and ML
services in use.
Explore architecture diagrams
Whitepapers
Explore whitepapers to help you get started and learn best practices
in choosing and using AI and ML services.
Explore whitepapers
AWS solutions
Explore vetted solutions and architectural guidance for common use
cases for AI and ML services.
Explore solutions
Resources
Public foundation models
Supported foundation models are updated on a regular basis, and currently include:
Use Amazon Bedrock and Amazon SageMaker to experiment with a
variety of foundation models, and privately customize them with your
data. To explore generative AI quickly, you also have the option of
using PartyRock, an Amazon Bedrock Playground. It is a generative AI app building
playground that allows you to experiment hands-on with prompt
engineering.