It isn’t a matter of if AI technologies will completely disrupt the adult industry, but how soon.

Amazon has announced a significant expansion of its investment in Anthropic, a San Francisco-based startup specializing in generative artificial intelligence, marking the company’s most substantial external investment to date. This move places Amazon in a competitive position within the rapidly advancing field of AI technology.

The tech behemoth is set to allocate an additional $2.75 billion towards Anthropic, following an initial investment of $1.25 billion made in September. The total investment could reach up to $4 billion, according to statements from both companies. This funding is part of Amazon’s strategy to secure a minority stake in Anthropic without obtaining a seat on its board, based on the startup’s last reported valuation of $18.4 billion.

Anthropic is recognized for its development of Claude, a chatbot and foundation model that rivals OpenAI’s ChatGPT, making significant strides in the generative AI domain. The startup, founded by former OpenAI executives and researchers, has successfully closed five funding deals over the past year, amassing approximately $7.3 billion.

The recent unveiling of Claude 3 by Anthropic introduces a new set of AI models that claim to surpass the capabilities of OpenAI’s GPT-4 and Google’s Gemini Ultra in several benchmark tests. Swami Sivasubramanian, Amazon Web Services’ Vice President of Data and AI, remarked on the transformative potential of generative AI and expressed optimism about the benefits of their strategic collaboration with Anthropic.

This development is part of a broader trend among cloud service providers investing heavily to maintain their lead in the AI race. Amazon Web Services, in particular, is set to become Anthropic’s primary cloud provider, highlighting the symbiotic relationships forming within the industry as companies seek to leverage AI advancements.

Other major tech firms, including Microsoft and Google, have also made significant investments in AI startups, with Microsoft increasing its investment in OpenAI to an estimated $13 billion. Similarly, Google has committed up to $2 billion to Anthropic, including a significant cash infusion and future investments.

As the AI landscape continues to evolve, these strategic investments underscore the tech industry’s commitment to advancing generative AI technologies, while also navigating the complexities of regulatory scrutiny and the potential for market disruption.