tech
December 3, 2025
AWS doubles down on custom LLMs with features meant to simplify model creation
AWS is launching more capabilities in both Amazon Bedrock and Amazon SageMaker AI to make building custom models easier.
TL;DR
- AWS announced new capabilities for Amazon Bedrock and Amazon SageMaker to simplify building and fine-tuning custom LLMs.
- SageMaker now offers serverless model customization, enabling developers to build models without infrastructure concerns, with options for guided or agent-led (preview) experiences.
- The agent-led feature in SageMaker allows users to prompt the system in natural language for model customization, for example, to understand specific terminology.
- Customization is available for Amazon's Nova models and certain open-source models like DeepSeek and Meta's Llama.
- Bedrock introduces Reinforcement Fine-Tuning, which automates model customization processes.
- AWS also announced Nova Forge, a service to build custom Nova models for enterprise customers.
- The ability to customize LLMs is highlighted as a key strategy for AWS to differentiate its offerings and address customer needs for unique, optimized solutions.
- Despite AWS's new capabilities, enterprises have shown a preference for models from Anthropic, OpenAI, and Gemini, suggesting customization may be a competitive advantage for AWS.
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