The News: At re:Invent, Amazon Web Services (AWS) launched the Amazon Q personal assistant. Powered by generative AI, Q is designed to help customers build on AWS or work within AWS applications such as business intelligence (BI), contact center (Connect), or supply chain management (AWS Supply Chain). Further, Q is designed to help general purpose business users outside of AWS applications. Here are the key details:
- Building, managing apps and workloads on AWS. Customers access Amazon Q from the AWS Management Console, documentation pages, their IDE, and over Slack or other third-party chat apps. “Amazon Q is an expert on patterns in the AWS Well-Architected Framework, best practices, documentation, and solution implementations, making it easier for customers to explore new services and capabilities, get started faster, learn unfamiliar technologies, architect solutions, troubleshoot, upgrade applications, and more.”
- Amazon Q is not CodeWhisperer, but it can work in tandem with it. “When accessed in the IDE via Amazon CodeWhisperer, Amazon Q combines its expertise for building software with an understanding of a customer’s code. Developers can use Amazon Q to explain specific programming logic by prompting or asking questions (e.g., “Provide me with a description of what this application does and how it works.”), and Amazon Q will give details such as which services the code uses and what different functions do along with a description of the application’s core capabilities, how they are implemented, and more. Amazon Q can also help developers debug, test, and optimize their code.”
- Accenture commits to Amazon Q to enable up to 50,000 Accenture software developers and IT professionals with Amazon CodeWhisperer and Amazon Q over the next 2 years.
- General purpose business users. Amazon Q can connect to an enterprise’s business data, information, and systems to help employees solve problems, generate content, and take relevant actions. There are more than 40 built-in connectors including Amazon S3, Dropbox, Confluence, Google Drive, Microsoft 365, Salesforce, ServiceNow, and Zendesk, as well as the option to build custom connectors for internal intranets, wikis, run books, etc.
- Amazon Q for AWS apps. Preview for Amazon Quick Sight (business intelligence) is generally available for Amazon Connect and coming soon to AWS Supply Chain.
Read the full press release on the launch of Amazon Q on the Amazon website.
Amazon Q: What It Means for AWS’s AI Business
Analyst Take: As the cloud players have rolled out generative AI solutions and tools, Amazon Q is an intriguing piece of strategy for AWS. Here are my thoughts on the potential impact of Amazon Q.
Strengthens AWS’s Development Offerings
As the details of Amazon Q were revealed in various conversations with AWS leaders at re:Invent, it became apparent that the integration of the assistant into the AWS developer environment is additive and only strengthens AWS’s position as the leading cloud platform for AI workloads and development. It should be noted that both Microsoft (Azure Copilot) and Google Cloud (Duet AI for Google Cloud) have similar assistant capabilities. It is too early to tell whether these assistants will become key components in enterprise decisions to switch providers. However, the emergence of these developer assistants could expand the market, attracting new enterprise customers to the cloud development platforms.
Enters a Challenging Business User Market
It is interesting that AWS chose to pursue general purpose business users outside of AWS environments and applications. It seems that on paper, AWS could be at a disadvantage in this regard, particularly competing against Microsoft Copilot, simply because of the native integration of Copilot into Microsoft 365 applications. What will be the compelling value proposition for enterprise administrators to choose Amazon Q? It might be AWS leveraging its considerable market share in the enterprise market for cloud compute. It might be the wide range of built-in connectors Amazon Q offers. AWS says enterprises have privacy and security concerns about other assistants and that AWS is a better option. As Copilot has just started general availability, it is too early to tell how this market will go, but most companies will decide on price/performance.
How Important Will Assistants Be to Cloud Players?
Amazon Q and the other development platform-focused assistants are a piece of the overall puzzle in how enterprises choose, and will continue to choose, cloud services. At this point, it is hard to say whether assistants will differentiate these offerings. It is fair to say development platform-focused assistants have become table stake offerings for the big three cloud providers. General purpose assistants are another matter—Microsoft’s drivers for this type of assistant are about enhancing its business application software business.
There is a perception in some media that AWS has been behind on generative AI. What is interesting about that notion is the time between announcements by the three competitors is about 4 months (sign up for testing Google Duet AI for developers was announced in mid-May, Microsoft Copilot announced in late September). The market needle on assistants has not moved yet. AWS has an incredibly strong AI stack offering. It has been the AI stack leader for several years. Enterprises will continue to make their decisions about generative AI platforms and compute based on a comprehensive range of factors, including overall ease of use, integrations, price/performance, and even other general compute workload needs. In this regard, AWS will continue to compete extremely well.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
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Author Information
Mark Beccue
Mark comes to The Futurum Group from Omdia’s Artificial Intelligence practice, where his focus was on natural language and AI use cases.
Previously, Mark worked as a consultant and analyst providing custom and syndicated qualitative market analysis with an emphasis on mobile technology and identifying trends and opportunities for companies like Syniverse and ABI Research. He has been cited by international media outlets including CNBC, The Wall Street Journal, Bloomberg Businessweek, and CNET. Based in Tampa, Florida, Mark is a veteran market research analyst with 25 years of experience interpreting technology business and holds a Bachelor of Science from the University of Florida.
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