PwC announced on Tuesday that it will enhance its strategic relationship with Amazon Web Services (AWS), Amazon's cloud computing division, to catalyze generative AI-powered transformation for industry customers. The news comes in the context of the re:Invent event.

According to the announcement, the deal will combine PWC's insights with AWS's GenAI services, including Amazon Bedrock, to offer a selection of foundation models (FMs) and enterprise-grade capabilities to scale applications.

"In a field where breakthroughs are happening at incredible speed, reasoning is one of the most important technical advances to help our joint customers succeed in GenAI," said Matt Wood, Global CTIO at PwC. Meanwhile, Kathrin Renz, vice president of Industries at AWS, stressed that this collaboration will "help customers in all verticals deploy generative AI applications with high confidence."