Amazon Web Services Inc. is investing $100 million in a new program geared at creating generative artificial intelligence (AI) solutions, the company announced June 22.

The AWS Generative AI Innovation Center is intended to connect AWS AI and machine learning (ML) experts with customers around the globe to help launch new generative AI products, services and processes faster and more effectively, the company said.

“Amazon has more than 25 years of AI experience, and more than 100,000 customers have used AWS AI and ML services to address some of their biggest opportunities and challenges. Now, customers around the globe are hungry for guidance about how to get started quickly and securely with generative AI,” Matt Garman, senior vice president of sales, marketing and global services at AWS, said in a press release. “The Generative AI Innovation Center is part of our goal to help every organization leverage AI by providing flexible and cost-effective generative AI services for the enterprise, alongside our team of generative AI experts to take advantage of all this new technology has to offer.”

According to Garman, AWS is working on generative AI with businesses across every industry.

The AWS Generative AI Innovation Center’s team of strategists, data scientists, engineers, and solutions architects will work step-by-step with customers to build bespoke solutions through generative AI.

AWS said it will offer no-cost workshops, engagements and training to help customers imagine and scope cases that will create the greatest value for their businesses based on best practices and industry expertise. Customers will work closely with AWS’ generative AI experts and the AWS Partner Network to select the right models, define paths to navigate technical or business challenges, develop proofs of concepts and make plans for launching solutions at scale. The center’s team will provide guidance on best practices for applying generative AI responsibly and optimizing ML operations to reduce costs, the company said.

AWS generative AI services include Amazon CodeWhisperer, an AI-powered coding companion, and Amazon Bedrock, a fully-managed service that uses an API to make foundational models (FMs) from AI21 Labs and available Anthropic and Stability AI, along with Amazon’s own family of FMs, Amazon Titan.