New AI tools from Amazon aim for faster text and video creation

Amazon has unveiled a series of advanced AI platforms, dubbed Nova models, at its AWS conference in Las Vegas. The tools enable users to generate text, images, and videos, representing a major leap in the company’s AI offerings. The announcement places Amazon in direct competition with Adobe, Meta, and other tech giants vying to dominate AI-driven automation.

The new Nova Reel software is designed to create videos from single images or text prompts, offering six-second clips initially, with longer formats to follow. Amazon CEO Andy Jassy highlighted developers’ need for improved latency, lower costs, and customisation capabilities as key drivers behind the innovations. These features aim to meet growing demand from businesses seeking efficient AI-powered solutions.

Amazon’s leadership emphasised the competitive edge of the new models. Rohit Prasad, head of artificial general intelligence, pointed to the platform’s speed and affordability as factors expected to attract users. Prasad described the current AI landscape as ‘very early,’ suggesting Amazon has significant potential to establish itself as a leader.

Nova models mark Amazon’s attempt to shed perceptions of lagging behind in AI advancements. The tools come at a critical time when interest in video generation and automation is surging across industries, with companies like OpenAI and ByteDance also introducing competitive applications.