Dive Brief:

• Amazon Web Services is reportedly launching its own artificial intelligence service to tie into its cloud offerings, according to The Information, citing sources close to Amazon.

• AWS is just the latest among major cloud providers looking to integrate deep learning technology into cloud offerings, recognizing the potential it has to improve businesses.

• Colin Sebastian, an analyst for R.W. Baird, recently said he believes Google’s machine learning and AI efforts give it an edge over Microsoft Azure and Amazon Web Services in the enterprise. "Google would ultimately be able to differentiate its enterprise offering from competitors by leveraging advanced ML capabilities and monetize ML through a range of business services," said Sebastian

Dive Insight:

Last week, Google announced it’s creating a new Google Cloud Machine Learning group that will focus on delivering cloud-based machine learning solutions to businesses. The group will be led by prominent machine intelligence researchers Fei-Fei Li and Jia Li.

But it appears that AWS doesn't want to be left out of a potentially huge market. Cloud providers are often quick to roll out services similar to those of other solutions providers. Each of the big three — AWS, Microsoft and Google — are going to look to out perform the other, particularly when it comes to new solutions on the market.  

In June, a number of tech industry leaders predicted that AI and machine learning will soon "change life as we know it." Meanwhile, Deloitte anticipates use of AI in the enterprise will see at least 50% adoption in the next five to 10 years.

Part of the reason AI is opening up so quickly has to do with wider adoption of cloud technology. One of the biggest resource needs to have a good AI platform is compute power, and cloud enables that.