In this keynote talk Swami Sivasubramanian, VP Agentic AI for AWS announces a portfolio of new Ai Agent services.
These launches reflect AWS’s push to make AI agent development more accessible, scalable, and secure, positioning it as a leader in the agentic AI space amid competition from Microsoft, Google, and OpenAI.
Bedrock AgentCore
AWS launched Bedrock AgentCore, a suite of cloud-based services designed to simplify the creation and management of AI agents capable of handling multi-step tasks, such as processing medical claims or verifying inventory.
Key features include a serverless runtime environment with session isolation, memory management, observability tools, and secure identity integration for accessing AWS and third-party services like GitHub and Slack. Notably, AgentCore supports AI models hosted on rival clouds, such as OpenAI, offering flexibility to developers.
AI Agent Marketplace
AWS introduced an AI agent marketplace in collaboration with partners like Anthropic, enabling businesses to browse, purchase, and deploy pre-built AI agents.
The marketplace, integrated into AWS Marketplace, offers a curated selection of agents for tasks like procurement, supply chain management, and compliance, with an AI-powered semantic search to match agents to specific use cases. This aims to streamline enterprise adoption of AI agents.
These launches reflect AWS’s push to make AI agent development more accessible, scalable, and secure, positioning it as a leader in the agentic AI space amid competition from Microsoft, Google, and OpenAI. However, concerns remain about high development costs and unclear ROI, with some analysts predicting that up to 40% of agentic AI projects could fail by 2027 due to these challenges.
Intuit GenOS
Swami was joined by Ashok Srivastava, VP and Chief AI and Data Officer for Intuit, who explained their ‘GenOS’ Ai product.
Intuit’s GenOS, a generative AI operating system, is central to delivering “done-for-you” AI agent experiences to its 100 million customers across TurboTax, QuickBooks, Credit Karma, and Mailchimp.
Unveiled in a June 3, 2025, press release, GenOS enables thousands of Intuit developers to build AI agents for tasks like customer support, payments, and financial forecasting, leveraging AWS’s infrastructure, particularly Amazon Bedrock AgentCore.
This serverless environment supports scalable deployment, secure identity integration, and cross-cloud model compatibility, including rivals like OpenAI. GenOS’s Agent Starter Kit has driven rapid innovation, with over 900 developers creating hundreds of agents in weeks. Enhanced by AWS’s S3 Vectors and SageMaker AI, GenOS processes 60 billion daily predictions, powering predictive insights like cash flow forecasts.
It emphasizes human-AI collaboration, ensuring transparency in tasks like accounting, addressing trust concerns amid a $141 million TurboTax settlement. GenOS aligns with AWS’s new AI agent marketplace and $200 million Generative AI Innovation Center, positioning Intuit to lead in a $450 billion market.
