P U B L I C S E C T O R I N N O V AT I O N B R I E F

Maximize the Value

of Generative Place image here

AI for Your
Organization
Harness generative AI’s full potential
Executive summary
A surge of excitement across consumers and organizations—combined Who is this content for?
with broad, easy access to the technology—has led us to an inflection
point for generative artificial intelligence (AI). Today, all organizations This innovation brief is designed for
should evaluate the impact of generative AI and how they can take leaders seeking to better understand
advantage of its transformative value.
generative AI—and learn
Most organizations recognize the importance of this moment and the how they can use it to improve and deliver
need to quickly develop a strategy to explore generative AI. But for many, results for their organization.
questions remain, including:

• What is generative AI?

• How is generative AI different from previous generations of AI?
• What are the main use cases?
• Which organizations are already using it?
• How should I start?
• What are the risks, and how can they be mitigated?

This public sector innovation brief provides an overview of generative

AI, outlining its capabilities, use cases, and value. It also offers valuable
insights from Amazon Web Services (AWS) subject matter experts,
leveraging our extensive knowledge and experience in AI and machine
learning (ML) technologies.

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Table of contents
Introduction: A new world of intelligence......................................................... 4

Understanding generative AI. . ........................................................................ 7

Organizational capabilities of generative AI. . .................................................... 9

Organizational considerations for generative AI............................................... 10

Executive insights on generative AI................................................................ 12

Common generative AI use cases by industry................................................... 13

How AWS can help you succeed with generative AI. . .......................................... 16

Next steps. . . . . . ........................................................................................... 19

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INTRODUCTION

A new world of intelligence

Consumers and organizations alike are fascinated by generative AI’s ability to will transform every aspect of how organizations operate.1 Gartner estimates
create sophisticated content, generate code, answer questions, and more—all that by 2025, 30 percent of outbound marketing messages from large
from simple natural language prompts, often within seconds. organizations will be synthetically generated.2

While a lot of attention has been given to how consumers are using generative Awareness of the technology is spreading at an unprecedented pace. According
AI, there is an even bigger opportunity in how public sector organizations will to Fishbowl, which ran a survey among nearly 4,500 professionals in large
use it to deliver extraordinary experiences for their customers and constituents. organizations in the US, 27 percent of professionals have already used
The true power of generative AI goes beyond a search engine or a chatbot and generative AI to assist with work-related tasks.1

“Rate of generative AI adoption in the workplace in the United States 2023, by Industry,” Statista, December 2022
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1

2
“Beyond ChatGPT: The Future of Generative AI for Enterprises,” Gartner, January 2023
Seizing the opportunity
Organizations across the public sector are racing to seize the economic
opportunities that generative AI presents. If leading financial projections
prove accurate, the rise of generative AI is likely to usher in a new era of
the global economy. Global generative AI market

Market forecast to grow at a CAGR of 34.2%4

According to research by Goldman Sachs, generative AI

could increase global GDP by as much as 7%, or roughly
$7 trillion, over the next 10 years.3 USD 200.73B

These lofty financial projections are not driven by consumer interest

alone. The potential of generative AI to improve productivity and output
accounts for just as much, if not more, of the excitement and enthusiasm
surrounding the technology.

For organizations of every size and across every industry, generative AI

is a revolutionary technology that is beginning to drive considerable USD 14.26B
value—and has the power to fundamentally transform the organizational
landscape.

2023 2032

“Generative AI could raise global GDP by 7%,” Goldman Sachs, April 2023
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3

4
“Generative AI Market,” Polaris Market Research, January 2023
The strategic imperative
Organizations across public sector industries and around the world are
looking to use generative AI to reimagine customer experiences, boost
employee productivity, ignite creativity, and optimize business processes.

For most organziations, however, the path to achieving these

benefits remains unclear.

Many acknowledge the need to invest in generative AI—and to do it

quickly. However, few have succeeded in developing strategies for how
they will adopt the technology, where they will put it to use, or how they
will achieve and measure their results.

Read on to learn how your organization can start realizing the value of
generative AI today—so you can keep pace with the market.

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 MACHINE LE ARNING SIMPLE INPUTS SIMPLE OUTPUTS

DEEP LEARNING COMPLEX INPUTS SIMPLE OUTPUTS

F O U N D AT I O N M O D E L S COMPLEX INPUTS COMPLEX

Understanding generative AI
Before your organization can fully unlock the value of generative AI, it’s deep learning, we can take complicated inputs, like videos or images, and
important to have a fundamental understanding of how the technology works. map them to relatively simple outputs, for example, if the image contains a
cat or not. With generative AI, we can leverage massive amounts of complex
Generative AI is a term used to describe algorithms that can create new data to capture and present knowledge in more advanced ways—mapping
content and ideas, including conversations, stories, images, videos, and music. complicated inputs to complicated outputs, like summarizing a long document
Generative AI is powered by extremely large machine learning (ML) models and extracting the key insights.
that are pretrained on vast amounts of data. These are commonly known as
foundation models (FMs). Text-based generative AI systems use a specific type of FM called a large
language model (LLM). LLMs can perform a wide range of tasks that span
Traditional forms of ML allowed us to take simple inputs, like numeric values, multiple domains, like writing code, solving math problems, engaging in
and map them to simple outputs, like predicted values. With the advent of dialogue, and analyzing the information in documents to answer questions.

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Make data your differentiator Moments in generative AI history:

When you want to build generative AI applications that are unique to your business needs, Today’s FMs that are used to create generative
your organization’s data is your strategic asset. FMs can be customized and fine-tuned with AI applications are built atop a long history of
your organization’s proprietary data to deliver a more differentiated experience compared to AI innovation. Two of the earliest models with
an “out-of-the-box FM.” For example, a digital courseware provider can customize an FM to generative AI capabilities are the hidden Markov
produce a better recommendation engine tailored to learners’ interests and goals. model (HMM) and the Gaussian mixture model
(GMM), both developed in the 1950s. HMMs use
Organizations can also use customized FMs to easily create unique content that addresses known data to make educated guesses about
their audience’s needs. For instance, regulatory agencies that need to automatically generate unknown data (for example, predicting whether
daily activity reports for internal circulation can customize an FM with appropriately protected a card player is cheating based on their results).
oversight data. The FM could then learn how these reports should read and what data was GMMs can examine a group of data (such as
used to generate them to deliver a report that better reflects the needs of the organization. a music playlist) and subgroups within that
data (for example, genres) to infer unknown
Now that you have a general understanding of how the technology works, let’s begin
information (such as “this is a rap song”). Both
exploring how you can put generative AI to work for your organization.
are still used today.

Text generation

Gaussian mixture model

Summarization

Information extraction
Pretrain Adapt

Q&A

Chatbot

Unlabeled data FM Broad range of general tasks

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Organizational capabilities of Moments in generative AI history:

generative AI
Another early example of generative AI is
ELIZA, a chatbot (or “chatterbot,” as they
were previously known) developed by an
Organizations in many industries are using generative AI to enhance productivity and create MIT professor from 1964 to 1966. Like its
impactful value in many ways, including: namesake, Eliza Doolittle of Pygmalion and
My Fair Lady, the program grew more
sophisticated by “learning” from human
Code generation Virtual assistants interactions. ELIZA was most famously used to
Improve developer productivity by Enhance customer mimic the behavior of a therapist conducting
57% with AI coding companion experience with humanlike an initial psychiatric interview, with the user
Amazon CodeWhisperer5 responses playing the role of the patient.

Contact center analytics Conversational search

Summarize and extract insights Extract insights from all your
from customer calls organization’s data

Personalization Content generation

Improve personalized Create text, images, videos,
recommendations and and music
generate tailored content

Design and creativity

Get suggestions, generate
prototypes, and explore
innovative concepts

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Data collected from a “productivity challenge” conducted by Amazon during the Amazon CodeWhisperer preview 9
Organizational considerations for generative AI
As you work to identify the capabilities of generative AI that are most useful to When evaluating FMs used to create generative AI applications, look for
your organization—and develop a strategy for implementing them into your models that offer:
every day processes—you will need to determine which FMs to use in creation of
generative AI applications. 1. Easy ways to build and scale generative AI applications with security
and privacy built in
You should also carefully consider the infrastructure you will be using to 2. Performant, low-cost infrastructure to train your own models and run
support your FMs. Your models will benefit from a cost-efficient infrastructure inference at scale
that meets your requirements for performance.
3. Generative AI-powered applications to transform how work gets done
4. Data as your differentiator

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Responsible AI, security, and privacy Moments in generative AI history:

With their vast size and open-ended nature, FMs raise new issues in defining, measuring, and In 2014, the development of the first generative
mitigating responsible AI concerns across the development cycle, such as accuracy, fairness, adversarial network (GAN) marked one of the
intellectual property (IP) considerations, hallucinations, toxicity, and privacy. For example, biggest breakthroughs in generative AI. In a GAN,
looking at the issue of fairness, can we ask an LLM to assign male and female pronouns at the two models (a “generator” and a “discriminator”)
same rate in reference to a doctor? Does that still apply if the prompt describes the doctor as compete in a zero-sum game. The generator
having a beard? And should we do the same for other professions? What about the Women’s manufactures content that appears increasingly
National Basketball Association (WNBA)? You can see that simply defining fairness in the “genuine,” while the discriminator analyzes its
context of an LLM is challenging and requires new approaches and solutions. opponent’s techniques to better identify fakes.
This novel approach of using AI to train other
Generative AI technology and how it is used will continue to evolve, posing new challenges AI proved revelatory, while GANs themselves
that will require additional attention and mitigation. To tackle these challenges and foster unlocked a new era for digital imagery.
innovation, academic, industry, and government partners are working together to explore
new solutions and concepts to ensure that generative AI continues to evolve in a responsible, In the following section, we feature an AWS
private, and secure way. industry leader who shares his experiences
and strategies for cloud best practices,
Data privacy and security are also critical to scaling generative AI responsibly. When it comes cultural change, organizational agility, and
time to customize and fine-tune a model, organizations need to know where and how their transformation with generative AI.
data is being used. They need to be confident their private data is not being used to train a
public model and that customer data remains private. Organizations need security, scalability,
and privacy to be baked in from the start to be viable for their applications.

Read the blog post Responsible AI in the Generative Era

Learn more ›

Read the blog post Swindon Borough Council makes vital public
information more accessible using Amazon Bedrock
Learn more ›

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Executive insights on
generative AI
Like any new technology that becomes mainstream, generative AI has a learning curve.
Leaders are asking about where generative AI fits or doesn’t, how to use it effectively, and
about the nontechnical considerations.
Phil Le-Brun
History teaches us that we see profound, positive change only when people, processes, skills, Director,
and culture are addressed alongside technology. Based on these learnings and from the AWS Enterprise
thousands of customers we talk to, my advice for those intrigued by generative AI is simple. Strategy

First, be curious. Learn what generative AI is, why it has captured people’s imaginations,
and what problems it can solve. Dive deep into areas such as the security of your data when
customizing models. And encourage others to learn these things, too, rather than delegating
them to your IT team.
Joining AWS in 2019, Phil’s experience
Second, think big and work backwards from the customer. This is a standard way of thinking implementing technology at scale—
here at AWS! Really understand the opportunities in your organization—whether it’s an including a 25-year career spearheading
opportunity to improve supply chain efficiencies, invent new services, or enhance customer digital transformation efforts at McDonald’s
service. Fall in love with the problem before you jump to a solution, looking for areas Corporation—has allowed him to learn a variety
that reduce costs, increase resilience, or improve your services. And think big about the of practical lessons. He shares this knowledge
opportunity; small thinking becomes a self-fulfilling prophecy. with enterprises to help them achieve their
cloud-based technology goals, such as
Finally, start now. Most organizational initiatives take time to get traction, so start supporting organizational agility and increasing
experimenting quickly. You will learn more from this than the endless planning and waiting customer centricity.
for the hypothetical perfect time that is typical of many technology adoptions.

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Common generative AI use cases
by industry
In previous sections, we’ve explored the capabilities of generative AI that can benefit all
organziations and how to select the right models and infrastructure for your organizational
needs. Now, let’s dive a bit deeper and examine generative AI use cases that are unique to specific
industries.

Healthcare and life sciences

• Summarizing health and scientific data: Researchers and clinicians
• Improving clinical engagement and patient experience: Generative
can use generative AI to reduce time to insights and quickly find the
AI can be used to improve patient navigation, care coordination, and
data they need for more data-driven decision-making. In healthcare,
the productivity of healthcare providers. Through conversational
search and summarization can be used to enhance efficiencies by, for
interactions, clinicians can access data from electronic health records,
example, automatically generating chart note components and note
research publications, and medical policies more easily. Generative AI
summaries, simplifying workflows, and automating administrative tasks.
can also accelerate digital transformation and personalized medicine by
The applications in life sciences are vast, including the identification of
facilitating intelligent document processing (IDP), providing personalized
patterns in clinical trials, the ability to summarize findings from hundreds
guidance on medical and pharmacological practices, and helping to design
of thousands of research papers, and the identification of efficiencies across
effective clinical trial protocols to ensure safety and efficacy for new drug
the value chain.
development.
• Accelerating innovations in pharmaceutical R&D: Life sciences
organizations can expedite the development of new, more effective drug
candidates with greater efficiency. For example, researchers can predict the
structure of proteins to better identify biological targets, generate novel
amino acid sequences, and identify docking sites for specific targets to
create precision therapeutics. Ultimately, this will result in more targeted
and effective therapeutic options for patients.

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USE C A SES BY

Financial services Government

• Improving experiences: Financial agencies better serve customers and • Enhancing productivity: Government agencies of all sizes can utilize
employees by deploying chatbots that resolve problems faster and procurement assistance, document summarization, and audio transcription
personalizing products and recommendations by, for example, generating to help improve and speed up internal processes.
summaries and queries from a repository of customer interactions. AI also • Citizen experience: Deploying conversational AI and chatbots can assist
enables the creation of knowledge articles from disparate internal sources. citizens 24/7 and allow human agents to continue with more complex work.
• Increasing knowledge-worker efficiency: Knowledge workers at financial • Cost reduction: Through automated budgeting, government agencies
agencies can quickly draft investment research, loan documentation, can see cost savings and budget predictions to help optimize resource
insurance policies, regulatory communications, RFIs, and business allocations.
correspondence; achieve deeper insights into customer behavior; improve
• Personalized user support: Government agencies can utilize generative AI
collaboration; and increase the business value of unstructured content.
to personalize and automate important items for citizens, such as benefits,
• Analyzing market sentiment: Through faster and more thorough analysis taxes, and entitlements.
of social media, news articles, and financial data, financial agencies can
surface market commentary, identify opportunities sooner, and proactively
mitigate risks.
• Building new products and automating business processes: Financial
agencies can create on-demand structured data products from
large unstructured data sources, and generative AI can enhance productivity
tools for end users and improve developer productivity with automatic
code generation.

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USE C A SES BY

Education Nonprofits
• Summarizing text: Students and teachers can create concise summaries • Content creation: Nonprofit organizations can utilize generative AI to
of research documents, lecture transcripts, and class notes to make them create engaging content for websites, social media, blogs, and more.
easier to search and browse. • Personalized communications and recommendations: Through generative
• Improving automation: AI can transform information into sample test AI, customers, donors, and volunteers can receive personalized messages
questions, accelerate grading, measure student performance across a and/or emails.
wide range of factors, in courses, and provide personalized feedback and • Data analysis: Nonprofits can analyze data and generate insights quicker
recommendations to teachers and students. with generative AI. This could be used to predict future donor behaviors or
• Personalizing learning environments: Educators can create personalized evaluate fundraising strategies.
learning pathways for student segments—or even individual students—
make learning more engaging with simulations and virtual reality.

Moments in generative AI history:

The 2017 introduction of a new type of deep learning model, the transformer, language processing (NLP), where understanding the full context of the input
set the stage for modern generative AI. Unlike older models, which break is critical. In 2018, OpenAI took the technology further by creating the first
down input data, process it, then put the pieces back together, transformers Generative Pre-trained Transformer (GPT). From there, OpenAI developed its
process the entire input all at once. This makes them ideal for natural GPT-2 engine in 2019—which it then used to power ChatGPT, introduced in
late 2022.

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How AWS can help you succeed
with generative AI
You can unlock the full value of generative AI for your organization with AWS. Create More than

100,000
entirely new customer experiences, reinvent your applications, drive unprecedented levels of
productivity, and ultimately transform your organization.

Experience and expertise customers currently

use AWS for AI and ML
One of the key advantages of AWS lies in a rich AI heritage built over two decades of focused
investment. In fact, more than 100,000 customers currently use AWS for AI and ML.

Amazon, the driving force behind AWS, harnesses ML capabilities to power its e-commerce
recommendations engine, optimize robotic picking routes in fulfillment centers, and much
more. Further, ML informs Amazon’s supply chain, forecasting, and capacity planning.

Deep learning is also employed in the Amazon Prime Air drone delivery system and the
computer vision (CV) technology behind Amazon Go, the innovative retail experience that
allows customers to select items and leave the store without traditional checkouts. And Alexa,
which is supported by more than 30 different ML systems, helps customers with a wide array
of tasks billions of times each week.

With thousands of dedicated ML engineers, AI and ML are deeply ingrained in the heritage of
Amazon and AWS—continuing to shape the future.

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Why build with AWS? Data as your differentiator

With AWS, it’s easy to use your organization’s data as a strategic asset
to customize FMs and build more differentiated experiences. Data is the
Organizations of all shapes and sizes choose to build generative AI and other difference between a general generative AI application and one that truly
AI and ML applications on AWS for many reasons. Here are some of the top knows your sector and who you serve. And with the most comprehensive set
advantages of building on AWS, according to our customers: of data and AI services, you can securely customize an FM on AWS with your
data and build a model that is an expert on your purpose, your data,
The easiest way to build and scale generative AI and your customers.
applications with security and privacy built in

Amazon Bedrock is the easiest way for customers to build and scale Generative AI-powered applications for the enterprise to
generative AI–based applications using FMs. Bedrock makes Amazon Titan transform how work gets done
FMs and models from leading AI companies such as AI21 Labs, Anthropic,
AWS is building powerful new applications that transform how our
Cohere, Stability AI, and Meta accessible via an API. Customers using Amazon
customers get work done with generative AI. Boost productivity with
Bedrock can harness the benefits of AWS, which is architected to be the most
purpose-built conversational agents that streamline coding in the enterprise
flexible and secure cloud computing environment available today. Agents
with Amazon CodeWhisperer, simplify business intelligence with Amazon
for Amazon Bedrock is a fully managed capability that makes it easier for
QuickSight Generative BI, and improve clinical efficiency for healthcare
developers to create generative AI applications that can deliver up-to-date
organizations with AWS HealthScribe. With security, privacy, and responsible AI
answers based
at the forefront, easy customization, and integration into your existing
on proprietary knowledge sources and complete tasks for a wide range of
data sources and applications, organizations can quickly take advantage of
use cases.
generative AI without the heavy lifting.

The most performant, low-cost infrastructure for

generative AI
Further reading on responsible AI:
For years, AWS has invested in developing silicon that delivers the highest levels
of performance and cost optimization for AI and ML workloads. The results— AWS responsible AI resource hub ›
AWS Trainium and AWS Inferentia—deliver the lowest costs for training
models and running inference in the cloud. AWS has also developed Amazon EBook: Democratized, Operationalized, Trusted:
Elastic Compute Cloud (Amazon EC2) instances to help you take advantage The 3 Keys to Successful AI Outcomes ›
of these capabilities. For example, Amazon EC2 Trn1 instances powered by
Trainium save you up to 50 percent on training costs,6 while Amazon EC2 Inf2
instances powered by AWS Inferentia2 deliver up to 40 percent lower cost
per inference.7

Over other comparable Amazon EC2 instances

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Compared to prior generation AWS Inferentia–based instances
AWS generative AI services
Facilitate your generative AI applications with a range of AWS technologies, including:

AWS Trainium: Train models faster with up to 50 percent cost savings8 using
this ML model accelerator9.
Amazon Bedrock ›
AWS Inferentia2: Run high-performance FM inference with up to 40 percent
Build and scale generative AI applications with
lower cost per inference using this accelerator.
FMs. Amazon Bedrock supports a variety of FMs,
including: Amazon CodeWhisperer: Enjoy 57 percent faster application development10
• Amazon Titan: For text summarization, generation, classification, while helping to ensure security with this AI coding companion, which is at no
open-ended Q&A, information extraction, embeddings, and search cost for individual use.

• AI21 Labs Jurassic-2 Multilingual LLMs: For text generation in Amazon QuickSight Generative BI: Transform traditional multistep
various languages business intelligence (BI) tasks into intuitive and powerful natural language
• Anthropic Claude 2: LLM for conversations, question answering, experiences with generative BI capabilities in Amazon QuickSight.
and workflow automation based on research into training honest
Amazon SageMaker: Build your own FMs with managed infrastructure and
and responsible AI systems
tools to accelerate scalable, reliable, and secure model building, training,
• Stability AI Stable Diffusion: Generates unique, realistic, high- and deployment.
quality images, art, logos, and designs
• Cohere Command + Embed: Text generation model for business Amazon SageMaker JumpStart: ML hub that provides access to algorithms,
applications and embeddings model for search, clustering, or models, and ML solutions so you can quickly get started with ML. With
classification in over 100 languages SageMaker JumpStart, ML practitioners can choose from a broad selection
of publicly available FMs. ML practitioners can deploy FMs to dedicated
• Meta Llama 2: Pre-trained and fine-tuned LLMs for natural language
SageMaker instances from a network-isolated environment and customize
tasks like question and answering and reading comprehension
models using SageMaker for model training and deployment.

AWS Trainium delivers up to 50 percent cost-to-train savings over comparable Amazon EC2 instances
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AWS Inferentia delivers up to 40 percent cost per inference over comparable Amazon EC2 instances
10
Data collected from a “productivity challenge” conducted by Amazon during the Amazon CodeWhisperer preview
Next steps
Now that you have a better understanding of generative AI, what it can do, Collaboration with experts is highly recommended to ensure you consider
and its potential organizational benefits, the next step is to clearly define your factors such as data availability, data quality, and ethical implications related
objectives and identify use cases for taking advantage of it. It’s best to start with to generative AI. Furthermore, infrastructure considerations should not be an
smaller experiments and simple, precise goals. Once you’ve achieved some quick afterthought, as they can significantly impact costs, scalability, and energy
wins, you can begin scaling your efforts upward and outward. consumption. Engaging with AWS experts can provide valuable guidance
throughout the decision-making process and stages of implementation.

The time is now

The dramatic rise of generative AI brings us to a tipping point. FMs
grow more sophisticated and powerful every day. For organizations,
it’s the power to create entirely new customer experiences and drive
unprecedented levels of efficiency and productivity.

All of which leads to an indisputable fact: To compete in this new era of

profound technological advancement, every organization needs to consider
making generative AI a part of its innovation road map.

With the most cost-effective cloud infrastructure for generative AI; a host
of AI products, services, and solutions; and years of trusted AI expertise,
AWS can help turn the promise of generative AI into results for your Partner with AWS to accelerate your
organization. generative AI journey today.

Get started ›

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