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Amazon is leveraging its long history in machine learning and cloud products to approach business customers interested in generative AI technology. The company has created a sales playbook to help initiate conversations with senior leaders and get customers to host their new AI software on AWS services. The playbook also positions Amazon against competitors like OpenAI, who have taken an early lead in the generative AI space. Amazon is relying on its successful AWS cloud business to make a stronger push in the generative AI space, in the absence of a hit consumer AI application.