Amazon has announced a new family of frontier artificial intelligence models—and a new way for customers to build frontier models of their own. The ecommerce giant announced the second generation of its Nova AI models at re:Invent, a company conference held in Las Vegas. It is already possible to fine-tune off-the-shelf AI models like Google’s Gemini and OpenAI’s GPT. “Everyone is looking for a frontier model that's an expert in their domain,” Rohit Prasad, who leads Amazon’s AI efforts, told WIRED ahead of today’s announcements. Prasad says that Amazon developed the technologies behind Nova Forge to empower internal teams, including those developing Alexa and AI agents to build custom models.