We spoke with Dr. Swami Sivasubramanian, Vice President of Data and AI, shortly after AWS re:Invent 2024 to hear his impressions—and to get insights on how the latest AWS innovations help meet the real-world needs of customers as they build and scale transformative generative AI applications.
Q: What made this re:Invent different?
Swami Sivasubramanian: The theme I spoke about in my re:Invent keynote was simple but powerful—convergence. I believe that we’re at an inflection point unlike any other in the evolution of AI. We’re seeing a remarkable convergence of data, analytics, and generative AI. It’s a combination that enables next-level generative AI applications that are far more capable. And it lets our customers move faster in a really significant way, getting more value, more quickly. Companies like Rocket Mortgage are building on an AI-driven platform powered by Amazon Bedrock to create AI agents and automate tasks—working to give their employees access to generative AI with no-code tools. Canva uses AWS to power 1.2 million requests a day and sees 450 new designs created every second. There’s also a human side to convergence, as people across organizations are working together in new ways, requiring a deeper level of collaboration between groups, like science and engineering teams. And this isn’t just a one-time collaboration. It’s an ongoing process.
People’s expectations for applications and customer experiences are changing again with generative AI. Increasingly, I think generative AI inference is going to be a core building block for every application. To realize this future, organizations need more than just a chatbot or a single powerful large language model (LLM). At re:Invent, we made some exciting announcements about the future of generative AI, of course. But we also launched a remarkable portfolio of new products, capabilities, and features that will help our customers manage generative AI at scale—making it easier to control costs, build trust, increase productivity, and deliver ROI.
Q: Are there key innovations that build on the experience and lessons learned at Amazon in adopting generative AI? How are you bringing those capabilities to your customers
Swami Sivasubramanian: Yes, our announcement of Amazon Nova, a new generation of foundation models (FMs), has state-of-the-art intelligence across a wide range of tasks and industry-leading price performance. Amazon Nova models expand the growing selection of the broadest and most capable FMs in Amazon Bedrock for enterprise customers. The specific capabilities of Amazon Nova Micro, Lite, and Pro demonstrate exceptional intelligence, capabilities, and speed—and perform quite competitively against the best models in their respective categories. Amazon Nova Canvas, our state-of-the-art image generation model, creates professional grade images from text and image inputs, democratizing access to production-grade visual content for advertising, training, social media, and more. Finally, Amazon Nova Reel offers state-of-the-art video generation that allows customers to create high-quality video from text or images. With about 1,000 generative AI applications in motion inside Amazon, groups like Amazon Ads are using Amazon Nova to remove barriers for sellers and advertisers, enabling new levels of creativity and innovation. New capabilities like image and video generation are helping Amazon Ads customers promote more products in their catalogs, and experiment with new strategies like keyword-level creative to increase engagement and drive sales.
But there’s more ahead, and here’s where an important shift is happening. We’re working on an even more capable any-to-any model where you can provide text, images, audio, and video as input and the model can generate outputs in any of these modalities. And we think this multi-modal approach is how models are going to evolve, moving ahead where one model can accept any kind of input and generate any kind of output. Over time, I think this is what state-of-the-art models will look like.
Q: Speaking of announcements like Amazon Nova, you’ve been a key innovator in AI for many years. What continues to inspire you?
Swami Sivasubramanian: It’s fascinating to think about what LLMs are capable of. What inspires me most though is how can we help our customers unblock the challenges they are facing and realize that potential. Consider hallucinations. As highly capable as today’s models are, they still have a tendency to get things wrong occasionally. It’s a challenge that many of our customers struggle with when integrating generative AI into their businesses and moving to production. We explored the problem and asked ourselves if we could do more to help. We looked inward, and leveraged Automated Reasoning, an innovation that Amazon has been using as a behind-the-scenes technology in many of our services like identity and access management.
I like to think of this situation as yin and yang. Automated Reasoning is all about certainty and being able to mathematically prove that something is correct. Generative AI is all about creativity and open-ended responses. Though they might seem like opposites, they’re actually complementary—with Automated Reasoning completing and strengthening generative AI. We’ve found that Automated Reasoning works really well when you have a huge surface area of a problem, a corpus of knowledge about that problem area, and when it’s critical that you get the correct answer—which makes Automated Reasoning a good fit for addressing hallucinations.
At re:Invent, we announced Amazon Bedrock Guardrails Automated Reasoning checks—the first and only generative AI safeguard that helps prevent factual errors due to hallucinations. All by using logically accurate and verifiable reasoning that explains why generative AI responses are correct. I think that it’s an innovation that will have significant impact across organizations and industries, helping build trust and accelerate generative AI adoption.
Q: Controlling costs is important to all organizations, large and small, particularly as they take generative AI applications into production. How do the announcements at re:Invent answer this need?
Swami Sivasubramanian: Like our customers, here at Amazon we’re increasing our investment in generative AI development, with multiple projects in process—all requiring timely access to accelerated compute resources. But allocating optimal compute capacity to each project can create a supply/demand challenge. To address this challenge, we created an internal service that helped Amazon drive utilization of compute resources to more than 90% across all our projects. This service enabled us to smooth out demand across projects and achieve higher capacity utilization, speeding development.
As with Automated Reasoning, we realized that our customers would also benefit from these capabilities. So, at re:Invent, I announced the new task governance capability in Amazon SageMaker HyperPod, which helps our customers optimize compute resource utilization and reduce time to market by up to 40%. With this capability, users can dynamically run tasks across the end-to-end FM workflow— accelerating time to market for AI innovations while avoiding cost overruns due to underutilized compute resources.
Our customers also tell me that the trade-off between cost and accuracy for models is real. We’re answering this need by making it super-easy to evaluate models on Amazon Bedrock, so they don’t have to spend months researching and making comparisons. We’re also lowering costs with game-changing capabilities such Amazon Bedrock Model Distillation, which pairs models for lower costs; Amazon Bedrock Intelligent Prompt Routing, which manages prompts more efficiently, at scale; and prompt caching, which reduces repeated processing without compromising on accuracy.
Q: Higher productivity is one of the core promises of generative AI. How is AWS helping employees at all levels be more productive?
Swami Sivasubramanian: I like to point out that using generative AI becomes irresistible when it makes employees 10 times more productive. In short, not an incremental increase, but a major leap in productivity. And we’re helping employees get there. For example, Amazon Q Developer is transforming code development by taking care of the time-consuming chores that developers don’t want to deal with, like software upgrades. And it also helps them move much faster by automating code reviews and dealing with mainframe modernization. Consider Novacomp, a leading IT company in Latin America, which leveraged Amazon Q Developer to upgrade a project with over 10,000 lines of Java code in just 50 minutes, a task that would have typically taken an estimated 3 weeks. The company also simplified everyday tasks for developers, reducing its technical debt by 60% on average.
On the business side, Amazon Q Business is bridging the gap between unstructured and structured data, recognizing that most businesses need to draw from a mix of data. With Amazon Q in QuickSight, non-technical users can leverage natural language to build, discover, and share meaningful insights in seconds. Now they can access databases and data warehouses, as well as unstructured business data, like emails, reports, charts, graphs, and images.
And looking ahead, we announced advanced agentic capabilities for Amazon Q Business, coming in 2025, which will use agents to automate complex tasks that stretch across multiple teams and applications. Agents give generative AI applications next-level capabilities, and we’re bringing them to our customers via Amazon Q Business, as well as Amazon Bedrock multi-agent collaboration, which improves successful task completion by 40% over popular solutions. This major improvement translates to more accurate and human-like outcomes in use cases like automating customer support, analyzing financial data for risk management, or optimizing supply-chain logistics.
It’s all part of how we’re enabling greater productivity today, with even more on the horizon.
Q: To get employees and customers adopting generative AI and benefiting from that increased productivity, it has to be trusted. What steps is AWS taking to help build that trust?
Swami Sivasubramanian: I think that lack of trust is a big obstacle to moving from proof of concept to production. Business leaders are about to hit go and they hesitate because they don’t want to lose the trust of their customers. As generative AI continues to drive innovation across industries and our daily life, the need for responsible AI has become increasingly acute. And we’re helping meet that need with innovations like Amazon Bedrock Automated Reasoning, which I mentioned earlier, that works to prevent hallucinations—and increases trust. We also announced new LLM-as-a-judge capabilities with Amazon Bedrock Model Evaluation so you can now perform tests and evaluate other models with humanlike quality at a fraction of the cost and time of running human evaluations. These evaluations assess multiple quality dimensions, including correctness, helpfulness, and responsible AI criteria such as answer refusal and harmfulness.
I should also mention that AWS recently became the first major cloud provider to announce ISO/IEC 42001 accredited certification for AI services, covering Amazon Bedrock, Amazon Q Business, Amazon Textract, and Amazon Transcribe. This international management system standard outlines requirements and controls for organizations to promote the responsible development and use of AI systems. Technical standards like ISO/IEC 42001 are significant because they provide a much-needed common framework for responsible AI development and deployment.
Q: Data remains central to building more personalized experiences applicable to your business. How do the re:Invent launches help AWS customers get their data ready for generative AI?
Swami Sivasubramanian: Generative AI isn’t going to be useful for organizations unless it can seamlessly access and deeply understand the organization’s data. With these insights, our customers can create customized experiences, such as highly personalized customer service agents that can help service representatives resolve issues faster. For AWS customers, getting data ready for generative AI isn’t just a technical challenge—it’s a strategic imperative. Proprietary, high-quality data is the key differentiator in transforming generic AI into powerful, business-specific applications. To prepare for this AI-driven future, we’re helping our customers build a robust, cloud-based data foundation, with built-in security and privacy. That’s the backbone of AI readiness.
With the next generation of Amazon SageMaker announced at re:Invent, we’re introducing an integrated experience to access, govern, and act on all your data by bringing together widely adopted AWS data, analytics, and AI capabilities. Collaborate and build faster from a unified studio using familiar AWS tools for model development, generative AI, data processing, and SQL analytics—with Amazon Q Developer assisting you along the way. Access all your data whether it’s stored in data lakes, data warehouses, third-party or federated data sources. And move with confidence and trust, thanks to built-in governance to address enterprise security needs.
At re:Invent, we also launched key Amazon Bedrock capabilities that help our customers maximize the value of their data. Amazon Bedrock Knowledge Bases now offers the only managed, out-of-the-box Retrieval Augmented Generation (RAG) solution, which enables our customers to natively query their structured data where it resides, accelerating development. Support for GraphRAG generates more relevant responses by modeling and storing relationships between data. And Amazon Bedrock Data Automation transforms unstructured, multimodal data into structured data for generative AI—automatically extracting, transforming, and generating usable data from multimodal content, at scale. These capabilities and more help our customers leverage their data to create powerful, insightful generative AI applications.
Q: What did you take away from your customer conversations at re:Invent?
Swami Sivasubramanian: I continue to be amazed and inspired by our customers and the important work they’re doing. We continue to offer our customers the choice and specialization they need to power their unique use cases. With Amazon Bedrock Marketplace, customers now have access to more than 100 popular, emerging, and specialized models.
At re:Invent, I heard a lot about the new efficiency and transformative experiences customers are creating. I also heard about innovations that are changing people’s lives. Like Exact Sciences, a molecular diagnostic company, which developed an AI-powered solution using Amazon Bedrock to accelerate genetic testing and analysis by 50%. Behind that metric there’s a real human value—enabling earlier cancer detection and personalized treatment planning. And that’s just one story among thousands, as our customers reach higher and build faster, achieving impressive results that change industries and improve lives.
I get excited when I think about how we can help educate the next wave of innovators building these experiences. With the launch of the new Education Equity Initiative, Amazon is committing up to $100 million in cloud technology and technical resources to help existing, dedicated learning organizations reach more learners by creating new and innovative digital learning solutions. That’s truly inspiring to me.
In fact, the pace of change, the remarkable innovations we introduced at re:Invent, and the enthusiasm of our customers all reminded me of the early days of AWS, when anything seemed possible. And now, it still is.
About the author
Swami Sivasubramanian is VP, AWS AI & Data. In this role, Swami oversees all AWS Database, Analytics, and AI & Machine Learning services. His team’s mission is to help organizations put their data to work with a complete, end-to-end data solution to store, access, analyze, and visualize, and predict.
