In a bid to keep pace with escalating competition in cloud service provisions, AWS, Amazon’s cloud division, is constructing a $100 million AI hub tailored to the demands of generative artificial intelligence.

To rival the likes of Microsoft and Google in the generative AI market, AWS is investing heavily in what it’s calling the AWS Generative AI Innovation Center, according to Bloomberg. The forthcoming facility is intended to bridge Amazon’s AI and machine learning experts with clients eager to develop applications harnessing cutting-edge technologies. Generative AI utilizes algorithms to generate new content, from audio, code, and images, to text, simulations, and video.

Amazon has announced that Highspot, Twilio, Ryanair, and Lonely Planet are set to be among the center’s initial users. The company anticipates this new initiative will boost its cloud services sales, considering the growing competitiveness in the cloud infrastructure industry.

A study by Synergy Research Group, comparing top cloud service providers, indicates that global enterprise expenditure on cloud solutions soared to $63 billion in Q1 2023, a 20% increase from the same period the previous year.

Both Microsoft and Google enjoyed substantial year-on-year growth rates, securing 23% and 10% of the global market share, respectively. Amazon, currently the frontrunner in cloud infrastructure, retained its 32% market share in Q1.

“Our plan is to offer our in-house AWS experts free-of-charge to a wide array of AWS clients. We aim to focus on those with a significant AWS footprint and assist them in accelerating their adoption of generative AI, moving past discussions to concrete action,” said AWS CEO Adam Selipsky during Bloomberg’s Tech Summit.

Amazon recently launched Bedrock, an AI tool enabling customers to develop their own ChatGPT-like models, to remain competitive against tech heavyweights. The firm also publicized the forthcoming Titan, encompassing two new base models designed by Amazon Machine Learning.

Recent job postings on LinkedIn for AI engineers suggest Amazon is gearing up to introduce a novel AI-powered “search” function for its online storefront, complete with a ChatGPT-like interface. This move further underscores Amazon’s commitment to harnessing AI to enhance its services and maintain its edge in an increasingly competitive market.