Amazon Bedrock: Supercharge Generative AI Development Securely

Amazon Web Services (AWS) recently announced exciting advancements in Amazon Bedrock, making it the most effortless, efficient, and secure platform for developing cutting-edge generative AI applications. This article explores these innovations and delves into why tens of thousands of customers are already building with Amazon Bedrock.

The realm of generative AI is brimming with potential, enabling businesses to automate content creation, personalize customer experiences, and develop groundbreaking products. From crafting realistic images to generating compelling marketing copy, generative AI applications are poised to disrupt countless industries. However, security remains a critical concern. Businesses require a platform that fosters the creation of secure and dependable generative AI applications, without sacrificing development speed or efficiency.

Understanding Amazon Bedrock

Amazon Bedrock is a game-changing, fully managed service designed to streamline the development and deployment of generative AI applications. It offers a comprehensive suite of features that cater to every stage of the development process, from model selection to deployment. Here’s a closer look at what makes Amazon Bedrock the premier platform for generative AI development:

  • Unparalleled Model Breadth: Bedrock boasts the industry’s most extensive collection of first- and third-party large language models (LLMs) and foundation models (FMs) from leading AI companies like Anthropic, Cohere, and Amazon itself. This vast library ensures you can find the perfect model tailored to your specific needs, whether you require a model adept at generating realistic imagery or one that excels at writing different creative text formats.
  • Effortless Deployment: Gone are the days of grappling with complex infrastructure management. Amazon Bedrock’s fully managed service takes care of provisioning, scalability, and optimization, freeing your team to focus on building innovative applications. This eliminates the need to spend valuable time and resources on infrastructure setup and maintenance, allowing you to accelerate your time to market.
  • Intuitive Development Experience: Amazon Bedrock prioritizes user-friendliness. Its intuitive API and development tools empower developers to seamlessly integrate generative AI capabilities into their existing applications. This eliminates the need for extensive coding expertise, making it accessible to a wider range of developers. The user-friendly interface allows you to focus on crafting creative applications without getting bogged down in technical complexities.

Amazon Bedrock Custom Model Import

Customers are increasingly leveraging their data to customize publicly available models for specific use cases. This “compounding intelligence effect” empowers users to combine the strengths of various foundation models (FMs) and large language models (LLMs) within Bedrock with their datasets. The result? Generative AI applications with superior capabilities tailored to unique needs.

Recognizing this trend, Amazon introduces Amazon Bedrock Custom Model Import. This feature allows organizations to seamlessly import and access their custom models as fully managed APIs within Bedrock. This grants them unparalleled flexibility when building generative AI applications.

Getting started is simple. Organizations can effortlessly add models customized on Amazon SageMaker or via third-party tools and cloud providers. After a quick automated validation process, these custom models become accessible within Bedrock, just like any other model.

With this groundbreaking capability, AWS empowers organizations to seamlessly integrate a powerful combination of Amazon Bedrock models and their custom models, all through a single, unified API. Amazon Bedrock Custom Model Import is currently in preview and supports three of the most popular open model architectures: Flan-T5, Llama, and Mistral, with plans to expand support in the future.

Model Evaluation for Informed Decisions

Before embarking on the journey of combining models, it’s crucial to identify the best fit for a specific application. Choosing the optimal model involves a delicate balance between accuracy and performance. Traditionally, this evaluation process was a laborious and time-consuming task, slowing down the development and delivery of generative AI experiences.

Model Evaluation, now generally available, streamlines the process of analyzing and comparing models within Amazon Bedrock. This significantly reduces the time spent on evaluation, allowing for faster deployment of innovative applications.

Customers can kick things off by selecting pre-defined evaluation criteria like accuracy and robustness, or by uploading their prompt library or choosing from built-in, publicly available datasets. Human-based evaluation workflows can be easily set up for subjective criteria or content requiring nuanced judgment. Once the setup is complete, Amazon Bedrock runs the evaluations and generates a comprehensive report. This report empowers users to understand model performance across key criteria and make informed decisions about the best models for their specific use cases.

The Amazon Titan Family Gets Bigger and Stronger

The Amazon Titan family of AI models just received a boost with two new additions:

  • Amazon Titan Image Generator (Now with Invisible Watermarking): Businesses in advertising, e-commerce, media and entertainment, and many other sectors can now leverage this tool to generate high-quality images from scratch or enhance existing ones at minimal cost. Simply provide a text description in the prompt field, and Amazon Titan will translate your words into the desired image and style.
amazon bedrock
Image Source: Amazon

For instance, the prompt for the image above was: “From the surface of the moon Titan with Saturn in the background, the text ‘flower’ in modern font emerges from a very friendly robot’s mouth, the text then becomes images of sunny flowers on the moon’s surface.”

Amazon Titan applies an invisible watermark to all generated images to promote responsible AI development and combat the spread of disinformation. Additionally, the model can check for the presence of watermarks, allowing users to verify if the Amazon Titan Image Generator created an image.

  • Amazon Titan Text Embeddings V2: Optimized for Retrieval Augmented Generation (RAG) use cases, this latest version is well-suited for tasks like informational retrieval, question-and-answer chatbots, and personalized recommendations. RAG is a popular technique for model customization, where the FM connects to additional knowledge sources for more accurate responses. While highly effective, running these operations can be resource-intensive.

Amazon Titan Text Embeddings V2, launching later this month, offers customers the flexibility to choose embedding sizes that cater to diverse application needs. This ranges from low-latency mobile deployments to high-accuracy asynchronous workflows. This flexibility translates to a reduction in overall storage usage by up to four times while maintaining 97% accuracy for RAG use cases.

Enhanced Security Measures

Security is paramount in responsible AI development. Amazon Bedrock prioritizes the security of your generative AI applications with a robust suite of features:

  • Guardrails: Define custom safeguards to filter out personal information, profanity, or specific words that might be detrimental to your application. Additionally, block harmful content with customizable filters that ensure your applications are aligned with responsible AI principles. This empowers you to maintain control over the outputs generated by your models and mitigates the risk of bias or the spread of misinformation.
  • Custom Model Import: Seamlessly integrate your custom models with Amazon Bedrock’s comprehensive security checks. This ensures that your proprietary models adhere to the highest security standards, safeguarding your sensitive data and intellectual property.
  • Invisible Watermarking: When using Amazon Titan Image Generator, invisible watermarks are applied to generated images. This innovative feature combats misuse and promotes transparency by allowing you to identify AI-generated content. This fosters trust and helps to mitigate the spread of disinformation.


Amazon Bedrock empowers businesses of all sizes to harness the transformative power of generative AI. Its comprehensive suite of features, unparalleled model selection, and robust security measures streamline development, accelerate time to market, and ensure the creation of secure, responsible AI applications.

With Amazon Bedrock as your foundation, you can unlock the immense potential of generative AI and revolutionize the way you interact with your customers and the world around you.