Amazon is reportedly making significant changes to its artificial intelligence strategy by reducing investment in several of its flagship AI models and shifting its focus toward developing a new frontier AI model. According to a report by a publication, the company is reallocating resources to strengthen its long-term AI capabilities.
The report states that Amazon has started phasing out several models from its Nova family, including the high-end Premier and Omni models, as well as the Reel video-generation model and the Canvas image-generation model.
Instead, the company is reportedly prioritising the development of a new frontier AI model under the leadership of researcher Pieter Abbeel. Frontier AI research has become one of Amazon’s top priorities this year, and the new flagship model is expected to be unveiled at the company’s annual re:Invent conference later this year.
Amazon has not responded to requests for comment on the report.
The reported strategy shift comes shortly after Amazon reduced jobs within its Artificial General Intelligence (AGI) division. At the time, a company spokesperson said Amazon was sharpening its focus on “the initiatives that matter most for customers.”
Despite its AI investments, Amazon has faced challenges in generating the same level of attention for its Nova models as competitors such as OpenAI, Anthropic, and Google. The company has instead continued to strengthen its position in cloud computing and AI infrastructure for enterprise customers.
The report also notes that Amazon is not abandoning the Nova brand entirely. The upcoming frontier model could still be launched under the Nova name. Existing offerings, including Nova 2 Lite, Nova 2 Sonic, and Nova Forge, which allows customers to build their own AI models using Nova, are expected to remain part of the company’s AI portfolio.
Amazon’s AGI division has undergone several changes since its formation in 2023. In December, the company consolidated its AGI operations under longtime cloud executive Peter DeSantis, while several senior AGI executives have departed over the past year.
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