This AWS guide shows how leaders can use their organization’s data as a key differentiator in generative AI (gen AI). It outlines strategies for customizing foundation models with proprietary data using techniques like fine-tuning and Retrieval Augmented Generation (RAG). Real-world use cases from DoorDash, NatWest, and Philips highlight gains in efficiency, personalization, and innovation. The paper emphasizes building a strong data foundation—comprehensive, integrated, and secure—and taking a holistic approach involving mindset, people, and governance to realize business value and competitive advantage from gen AI.

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