Amazon has developed a new generative AI model, code-named Olympus, that integrates the ability to process text, images, and videos. This innovation, reported by The Information, is poised to revolutionize how users interact with multimedia content while marking Amazon's push to become a leading player in artificial intelligence.

The model enables users to search for specific moments within videos, such as a game-winning basketball shot, using simple text prompts. This capability is a significant leap in AI technology, as it combines advanced visual and linguistic understanding. According to Amazon executives, the model is powered by the company’s custom AI chips, designed to compete directly with Nvidia’s industry-dominant GPUs.

Amazon’s new model also reduces its reliance on external AI providers, particularly Anthropic, whose Claude chatbot is a prominent feature of Amazon Web Services (AWS). This move aligns with Amazon’s strategy to innovate independently while expanding its AI infrastructure.

Last week, Amazon doubled down on its AI ambitions by investing $4 billion into Anthropic, echoing a similar investment made in 2023. Despite these collaborations, the development of Olympus signals Amazon's intent to carve a unique path in the generative AI landscape.

The company is reportedly planning to announce Olympus officially at its annual AWS re: Invent conference next week, according to insiders. If confirmed, the announcement will underline Amazon’s broader efforts to enhance its technological offerings and compete with leading AI firms like OpenAI, Google, and Microsoft.

Amazon has yet to comment publicly on Olympus, but this development underscores its growing investment in generative AI to improve customer experiences and drive innovation across its ecosystem.