Unlock the

potential of
generative AI with
Amazon Web
Services
 Introducing generative AI 3

Key large language models generative AI providers 10

Contents Building a multi-year generative AI strategy 16

Barriers and risks associated with generative AI 23

Why Fractal? 31

Resources 32
Introducing
generative AI
 Introducing generative AI

Generative AI refers to a class of artificial

intelligence algorithms that focus on generating
new, previously unseen data that conform to
certain patterns or characteristics learned from
real-world data.

It can generate original content, such as text,

images, music, or videos, based on a set of
inputs (“prompts”).

These algorithms are designed to learn patterns

from data and then use those patterns to
generate new content that is similar in style
or form to the original data.

Recent advancements have opened new

possibilities for using generative AI to solve
complex real-life business problems, create art,
and even assist in scientific research.

Those Deep Neural Networks (DNNs) based

models use the latest “Transformer” (the “T” in
ChatGPT) architectures to achieve those results.

4
 History of generative AI
AI Artificial Intelligence
Artificial Intelligence
The field of computer science that seeks to
1956 create intelligent machines that can replicate
or exceed human intelligence
Machine Learning
Machine Learning
Subset of AI that enables machines to learn
1997 from existing data and improve upon that
data to make decisions or predictions

Deep Learning
Deep Learning
A machine learning technique in which layers
2017 of neural networks are used to process data
and make decisions
Generative AI

Generative AI
Create new written, visual, and auditory
2021
content given prompts or existing data

5
 Key benefits of generative AI

Generative AI can free up humans from more low-value,

repetitive, and boring activities.
Increased
It allows them to focus more on value-added activities
efficiency
requiring uniquely human skills, like creativity, lateral
thinking, empathy, and many more.

Generative AI can enhance the quality of data or content

by adding details, correcting errors, or removing noise.
Improved
For example, generative AI can improve the resolution of
quality
images, the accuracy of speech recognition, or the
grammar of text.

Generative AI can produce data or content at a faster rate

than human capabilities, especially for large-scale or
Faster complex projects.
results
Also, this can free humans from boring and repetitive
tasks, such as writing the minutes of a meeting.

Improved Generative AI can improve customer experience by

providing customized content that is both relevant and
customer engaging for a particular customer at a particular step in
experience their buying or support journey.

6
 Key benefits of generative AI (Continued)

Generative AI can help reduce costs associated with

Cost savings scaling up business processes such as data processing
or content creation.

Improved Generative AI can support decision-making by

decision- providing insights, predictions, or recommendations
making based on data or content analysis.

Generative AI can foster the creative process by

Fostered generating initial concepts that can then trigger
creativity genuinely new products, entertainment, marketing, or
educative ideas.

7
 Generative AI applications
Generative AI has many
applications across different
domains, such as marketing, data Content marketing: Create personalized and engaging content for your
analytics, software engineering, website and customers, such as web copies, blog posts, customer
sales, and cross-functions. stories, and social media posts. Generative AI can also generate catchy
slogans, headlines, and product descriptions.
Through its ability to create new
Data analytics: Provide insights and predictions based on business data
content from various input types that can help companies make informed decisions, identify patterns and
such as text, images, voice, and trends, and optimize business operations. Generative AI can also help
computer code, generative AI has generate data visualizations and reports for your data analysis.
applications across most business
functions and processes. Software engineering: Simplify and automate various software
development tasks such as generating code from natural language
descriptions or pseudocode, completing code snippets, fixing bugs,
suggesting improvements, and explaining code logic.

Cross-functional use cases: Summarize meetings, answer questions,

correct or translate text, design illustrations using text prompts, create
videos from text or still images, and much more with generative AI.

Sales: Create personalized and persuasive sales pitches, proposals, and

emails.

8
 The different types of generative AI models

1 Language models
Large Language Models (LLMs) process and understand natural language in text (or through speech recognition, voice)
format. These models are trained on massive amounts of text. The most popular type of generative AI models
currently, LLMs can not only be used for creative, academic, and business writing, but also for translation, grammatical
correction or analysis, computer code writing, and more. The most well-known LLM is ChatGPT from OpenAI.

2 Visual or imagery models

These models can generate realistic images or videos based on inputs such as a text description, a sketch, a pre-
existing image, or a style. For instance, they can generate a photo of your dog that looks like a Kandinsky painting.
Visual models can be used for creative design, 3D modeling, image editing, architectural rendering, CAD, and more. For
example, DALL·E is a visual model that can create images from text descriptions (aka “prompts”).

3 Voice models
These models can generate natural sounding speech or music based on input such as a text, a melody, or a voice.
Voice models can be used for composing, songwriting, dubbing, speech recognition, sound editing, and more. For
example, Jukebox is a voice model that can generate music, including rudimentary singing, as raw audio in a variety of
genres and artist styles. Jukebox can also generate lyrics conditioned on a genre, an artist, or a user prompt.

9
Key Large
Language Model
(LLM) generative
AI providers
 Key LLM platforms and models providers: summary table

Company Generative AI models strategy LLM access through…

• AWS Bedrock platform enables access to third-party
Amazon • Bedrock APIs
LLMs such as Anthropic’s Claude

• Anthropic APIs
Anthropic • In-house model: Claude 2, Claude Instant • Bedrock APIs
• Claude chat webapp

• In house-developed models: GPT 3.5 and 4 • OpenAI APIs

OpenAI
• Also offering image creation with DALL·E • ChatGPT and ChatGPT webapp

• Platform approach in Azure Machine Learning • Azure OpenAI APIs, Azure ML

Microsoft • Supports OpenAI GPT modes, Meta’s Llama & other • Integrated in Bing Chat, Microsoft 365,
open-source models Windows 11, and GitHub “Copilots”

• Platform approach with Vertex AI • Vertex AI APIs

Google
• In-house models with PaLM 2, LaMDA, BERT • Bard chat webapp, Google Workspace

Meta • In-house model with Llama 2 (various sizes) • Stand-alone open-source models

• Based on custom (native) open-source models

Open-source &
• Leveraging Llama’s open-source model • Varied
proprietary • Proprietary internally developed and dedicated models

11 Note: This table represents an August 2023 technology snapshot of a rapidly evolving ecosystem
 Avoiding the halo effect

The halo effect of ChatGPT (and its competitors)

In December 2022, ChatGPT shook the world. Initially, it was mostly the
technology world that understood its potential impact, especially for
developers. Then, in early 2023, ChatGPT spread quickly to education and to
many knowledge worker roles.

It also showed its limitations when a lawyer went to court with a ChatGPT-
generated argument that was full of so-called “hallucinations” (i.e., made-up
content not rooted in reality).

Soon after ChatGPT came out, the race for better models picked up with LLMs
from Anthropic (Claude), Meta (Llama), Google (PaLM model through the Bard
service), and OpenAI’s own GPT-4.

The cost associated with training and operating those larger and larger
models, however, is quickly becoming prohibitive.

So much so that even OpenAI’s CEO, Sam Altman, was quoted in April 2023
saying that “I think we’re at the end of the era where it’s going to be these giant
models, and we’ll make them better in other ways.”

12
 Avoiding the halo effect (Continued)

As the battle was being fought over which one of those giant models was
better, Facebook open-sourced its Llama model.

This model was quickly embraced by the open-source movement, especially

given that Llama made models of multiple sizes available, some of them small
enough to run on a smartphone.

This changed the dynamic again, and the focus switched from creating ever-
larger generic models to creating smaller or customized ones.

Additionally, the cost associated with LLMs started to become a reality. In

most cases, “traditional” AI models were 10 to 1,000 times cheaper to operate
than LLMs.

For instance, even if text translation generated from LLMs was marginally
better than from “traditional” AI machine translation models, customers
quickly realized that the cost differential didn’t justify switching to LLMs for
their large-scale machine translation processes.

13
 Avoiding the halo effect (Continued)

What does it mean for companies wanting to integrate Generative AI

into their business processes?

As always, for any new ground-breaking technology, it’s easy to fall into the
“hammer in search of a nail” trap. Generative AI is and will remain
transformational across most business processes for many years to come, no
doubt about it.

LLMs’ capabilities will continue to improve in the coming years. However, once
the initial momentum of rapid successive quality improvements recedes (as it
always does with technology) and that progress becomes more gradual, there
will be two likely outcomes:

• One (or a few) players will dominate the field with a quality level way
above all the rest of the LLM pack.
• All the main players will converge within a small distance of each-others
quality-wise.

Whatever the end game might be, it’s too early to bet your company’s
generative AI multi-year strategy on one specific LLM.

So, what is the most logical strategy to move forward today given those
uncertainties?

14
 Future-proof your Generative AI strategy
Knowing which LLM will win, if any, is not a bet you want to take. So, what’s the best approach to strategically position your
company to take this generative AI tectonic shift seriously while still not getting bogged down by (ever-changing) LLM-level
details? To future-proof your generative AI strategy, it’s crucial to avoid locking yourself in a specific LLM, or to assume a single
approach could be used for all your business needs.

Select the best tool for your challenge

First, you need to clearly define the most appropriate LLM per business process. Should you go with the one that offers the
largest context window to be able to consume long text, or should it be the one that has the best mathematical or data
analytics capabilities? Or maybe it’s the model’s coding, debugging, and software language translation that’s the most
important?
Also, you need to ensure that the model can be customized with your data to better align with your company’s unique
situation. Depending on the business process that you will redesign and augment with generative AI, the best LLM to select
can change dramatically. You need to keep the flexibility of which LLM to use now and in the future.

Adopt a model-agnostic platform approach

Regardless of the LLM selected, you also want to ensure you can swap it out seamlessly if better options become available.
Therefore, your generative AI solution must be architected in a way that insulates the application from the LLM, like you would
ensure that any business application would not be locked to a specific database.
Your overall generative AI platform, such as Amazon Web Services’ Bedrock platform, must allow for selecting the right model
(LLM, visual, code, voice, etc.) for the right use case. It should enable not only customization capabilities but, at least as
importantly, guarantee your company’s data security and privacy.
15
Building a multi-
year generative
AI strategy
 Remember Amara's Law We tend to overestimate the effect
of a technology in the short run
and underestimate the effect in
the long run.
– Roy Amara​
Impact of a new
technology

Advances in generative AI capabilities

Later, humans underestimate are likely to come at a breakneck pace
the impact of a new over the next few years.
technology
Next-gen The generative AI tools available today
LLM aren't likely to immediately transform
(2024 ?) how professionals produce most
content and otherwise help perform
business operations.

Still, the tools that will become available

over the next couple of years are very
Initially, humans overestimate likely to be transformative.
GPT 3.5 the impact of a new technology
(12/2022) Therefore, generative AI is a capability
that leaders should start focusing
Claude, GPT 4, Time on immediately.
Bard, Llama
(early 2023) They should build a multi-disciplinary
v-team to closely monitor
developments in the generative AI
space.
17
 End-to-end maturity roadmap

Fractal has identified four key stages - Crawl, Walk, Run, and Fly - that organizations should consider following for
their generative AI journey. Each stage requires investments in technical and human capabilities to maximize the
potential of generative AI and ensure internal adoption while guaranteeing enterprise data privacy and information
security.

Crawl (Test)
In the “crawl” stage, organizations experiment with easy-to-deploy use cases and then quickly measure the
ROI of those use cases. They also identify potential at-scale use cases that show promise for further
exploration and development.
Walk (Deploy)
In the “walk” stage, organizations deploy a few (one to three usually) use cases at scale. They again measure
their ROI and use the results to expand generative AI to more business processes. This unlocks further
potential for model customization, optimization, and scaling up.

Run (Scale)
In the “run” stage, organizations analyze most or all their existing processes to build a multi-year AI
transformation roadmap that comprehensively integrates generative AI across the enterprise.

Fly (AI native)

In the "fly" stage, organizations take the next step towards becoming an AI-native company. If for digital
transformation, companies went from digitizing analog processes to building new ones that were digital from
the ground up, native AI companies will (re)design processes from scratch using AI as a core building block.
18
 End-to-end generative AI
Crawl journey: The “crawl” stage
AI Generative AI in 30 days PoC
This is the initial stage of implementing generative AI
solutions.
SenseForth FractalGPT customization and optimization
Here, organizations start by exploring, testing, and
understanding the basic concepts and capabilities of
Long term industry experience & solutions generative AI-powered applications and business processes.

This step involves:

• conducting research,
• building foundational knowledge,
• engaging teams across company functions, and
• experimenting with small-scale projects to gain
familiarity with generative AI.

19
 End-to-end generative AI
Walk journey: “Walk” stage
Custom models developments: Deep AWS data and ML/AI
stack (including Bedrock) knowledge In the “walk” stage, organizations progress further by
moving from experimental projects to the practical at-scale
Cloud and data engineering deployment of generative AI-powered solutions.

They begin to develop custom models that provide more

SenseForth Fractal GPT customization and optimization suitable answers adapted to their specific business needs.

This customization involves not only adapting prompts and

Long term industry experience & solutions embeddings but also curating the data used to create those
models.

It necessitates establishing a robust data infrastructure to

collect, validate, protect, and manage business data into the
models to ensure their continuous updates and accuracy.

This stage focuses on building the data platform

infrastructure, developing internal expertise, optimizing
performance, and validating the effectiveness of the
generative AI solution.

It also emphasizes the importance of tailored model

development and robust data management practices.

20
 End-to-end generative AI
Run journey: “Run” stage
Center of Excellence
During the “run” stage of their generative AI journey,
organizations focus on enterprise-wide scale-up (size) and
Business cases prioritization scale-out (number of projects).

Model productization and integration: To support this growth, DevOps and MLOps practices are
Software engineering, application integration implemented to ensure generative AI model integration,
monitoring, and management of AI models in their overall IT
Enterprise-wide scale up (size) and scale out (number of
and Data Science infrastructure.
projects): DevOps, MLOps
Model productization and integration become key priorities,
Custom models developments: Deep AWS data and ML/AI requiring strong software engineering capabilities and the
stack (including Bedrock) knowledge utilization of platforms such as Power Platform to integrate
those models across existing enterprise business
Cloud and data engineering processes.

Business cases across functions are prioritized to identify

SenseForth Fractal GPT customization and optimization high-impact areas where generative AI can drive significant
value.

Long term industry experience & solutions With the support of third-party partners, such as Fractal,
organizations can build a Center of Excellence (CoE) that can
help centralize expertise, increase knowledge sharing, and
enforce governance.

21
 End-to-end generative AI
Fly
journey: “Fly” stage
AI AI-native design
In the “fly” stage, organizations make a shift towards
becoming an "AI native" organization. In this stage,
Center of Excellence organizations can design new processes or redesign existing
ones using AI as a core building block.
Business cases prioritization
Instead of adding AI to existing processes, they leverage AI
from the ground up to maximize results.
Model productization and integration:
Software engineering, application integration This approach parallels the shift seen during the early days
Enterprise-wide scale up (size) and scale out (number of of digital transformation, where companies added digital
projects): DevOps, MLOps elements to existing processes instead of designing them as
digitally native ones from the ground up.
Custom models developments: Deep AWS data and ML/AI
stack (including Bedrock) knowledge Similarly, AI-native companies build processes by
incorporating AI from the ground up.
Cloud and data engineering
The fly stage represents a transformative phase where
generative AI becomes a driving force, enabling
SenseForth Fractal GPT customization and optimization organizations to unlock new business opportunities and
create unique customer experiences.

Long term industry experience & solutions

22
Barriers and risks
associated with
generative AI
 Barriers to generative AI Adoption

Data quality & availability Lack of business alignment Regulatory & ethical challenges
Limited access to reliable and relevant Organizations use generative AI for Concerns around privacy, security,
internal and external data makes it multiple purposes, like innovating a bias, and ethical implications create
difficult to effectively use generative product/service or using it to improve regulatory barriers and raise
AI algorithms for accurate results and existing processes. questions about the responsible use
insights.​ However, to harness its potential, of generative AI.
organizations must have a clear Also, a lack of awareness leads
vision, strategy, and roadmap that to misconceptions and fears about AI
align with their goals, needs, and taking over human jobs rather than
values. augmenting their ability to improve
their productivity and efficacy.​

24
 Barriers to generative AI Adoption (Continued)

Culture & change management Technical complexity & expertise Lack of infrastructure & resources
Resistance to change, organizational The complexity of implementing and Generative AI models require
culture, and lack of awareness about managing generative AI systems can substantial storage capacity, the right
the benefits of generative AI can pose challenges in effectively data platform, network bandwidth,
impede adoption and hinder the leveraging the technology if the and a skilled workforce to run
necessary cultural shift for its effective organization lacks the necessary new efficiently and reliably.
use.​ and specialized expertise.

25
 Risks and their mitigation strategies

Hallucination or Customization
Cost overrun
errors, bias needs

Generative AI models can Sometimes, a generative AI Generative AI models can be

sometimes produce outputs that project may require more data, difficult to customize or adapt to
are inaccurate, nonsensical, or infrastructure, and human different domains, contexts, or
contradictory to the input or the expertise than expected or user preferences.
training data leading to encounter unexpected technical
confusion or even affecting or operational challenges. This can limit their applicability
decision-making or and usefulness for various
communication. So, carefully planning and scenarios or tasks.
monitoring resources,
Implementing rigorous conducting cost-benefit So, it becomes necessary to
validation and verification analyses, and starting with understand specific business
processes, leveraging human smaller-scale implementations requirements, involve end-users
oversight, and continuously can help measure and mitigate in the development process, and
monitoring and fine-tuning the risk of cost overrun. build flexible and adaptable
generative AI models can help generative AI systems.
mitigate the risks of
hallucination and biases in
generated content.

26
 Risks and their mitigation strategies (Continued)

Privacy IP IP protection and

(when used directly AI detectors
creator rights
with OpenAI)

Generative AI models may Generative AI models can Generative AI carries the risk of
require access to sensitive or generate content that may being detected by AI systems or
personal data, which can be infringe on the intellectual experts, leading to the potential
compromised or misused by property or creator rights. identification of fake or
third parties. harmful content.
Defining ownership and usage
Implementing strong data rights through legal agreements, To mitigate this, organizations
protection measures, complying employing authentication must create systems and
with privacy regulations, and mechanisms, monitoring implement processes to ensure
considering alternative systems, and using digital rights generative AI tools are creating
approaches like federated management (DRM) techniques ethically appropriate content
learning or differential privacy can help protect both IP and including deceptive or illegal
can help mitigate those privacy creator rights. content. The must also comply
risks. with applicable legal
and regulatory frameworks
governing the use of generative
AI.

27
 Getting started with generative AI
Fractal offers different ways to help you quickly get
started on your generative AI journey.

In addition to custom solutions, we can help you identify

various use cases and prepare you to deploy generative
AI in your organizations with the below offerings:
• FractalGPT: Securely deploy AI-powered chat for
your enterprise
• One-hour exploratory workshop to identify suitable
projects for an initial Proof of Concept (PoC)
• Generative AI in 30 days

28
 Start creating with FractalGPT
FractalGPT

Securely empower your enterprise with ChatGPT

capabilities in just 7 days using FractalGPT: a fast and
customizable solution that safeguards your data and IP.

It is designed to be secure, scalable, and easy to use,

making it ideal for businesses of all sizes and across
industries.

With FractalGPT, your teams can improve productivity

while ensuring your data remains secure.

Get FractalGPT on AWS marketplace:

https://go.fractal.ai/AWS/FractalGPT

29
 Generative AI in 30 days

The generative AI in 30 days offer is designed to help organizations analyze generative AI use cases and rapidly prepare for
the deployment of generative AIs. The offer achieves this by leveraging predefined resource deployment procedures and
templates from AWS and Fractal.

Offer outcomes
Phase 1​ Phase 2​ Phase 3​
Landing zone Generative AI proof • Identify generative AI use
Design workshop deployment of concept cases in discovery workshop

• Identify generative AI • Establish AWS landing • Transfer knowledge on • Deployed POC of customer-
scenarios for proof of zone and generative AI data platform, generative defined generative AI use
concept capabilities AI capabilities & best case via customer’s AWS
practices subscription
• Gain an understanding of • Working session to
the business use case customize landing zone • Develop approach to tailor • Documentation and
• Review the current state of • Population of landing LLM models knowledge transfer
data and advise on data zone, showcasing • Provide customer with a • Experienced AI experts to
preparation methodology implementation best go-forward plan aligned guide your team along the
• Create initial architecture practices with resourcing and scenario refinement &
• Use migration accelerators architectural needs for the feature definition path
next phase
• Establish initial • Proposal for implementation
architecture to get data of production solution
flowing
31
 Why Fractal?
As a Data and Analytics AWS Partner with decades of experience developing and
deploying AI solutions at scale, Fractal can help you analyze, design, and deploy your
generative AI-based solution quickly and effectively.

We provide enterprise-ready solutions that adapt to each customer's own processes

and data, scale up rapidly, and are cost-effective.

Fractal can support clients throughout their generative AI journey with:

• Strategic use cases selections
• Data engineering and migration
• AI Model customization, deployments, and management (MLOps)
• Cost optimization
• Best practices deployment

32
 Resources

• AWS Bedrock

• Anthropic Claude

• Azure Open AI

• Google Vertex AI

• Supercharge your business with Generative AI

33
 fractal.ai

One World Trade Center Suite 76J, New York, NY 10007 | +1 (646) 547 1600

[email protected] @fractalai linkedin.com/showcase/fractal-aws-partnership

© 2023 Fractal Analytics Inc. All rights reserved