THE TECHNOLOGY INTERVIEW

Overcoming the cost barrier Bedrock has become one of AWS’ fastest-growing services, but enterprise penetration remains shallow.“ If you really look at all the enterprises on AWS, there’ s still enormous room for growth from enterprises and start-ups using inference in a meaningful way,” David says.“ Even the enterprises that have used Bedrock today are just scratching the surface.”

The problem isn’ t technical capability: models can already handle tasks that seemed impossible two years ago. But economics determine deployment velocity. If running inference costs too much, companies limit how they use it. If costs drop by an order of magnitude, entirely new use cases become viable.

Software improvements contribute as much as hardware. Models have become dramatically more efficient through new training approaches. David expects that to continue whilst hardware delivers better price performance through both Nvidia GPUs and custom silicon like Trainium.

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“ It’ s the same cycle we’ ve seen with computers over time. You’ re going to get more performance for every dollar spent,” he says.“ I think we’ re going to see, over and over again, both the bility to train models and the ability to run inference – the cost of that really comes way down.”

AWS has shown it can move from chip design to production deployment in months.

36 January 2026