Unlike the rise of containers, for example, generative AI is an entirely new market. AWS used to make the occasional fun of Oracle during its early keynotes. Today, during what was a relatively sedate affair by AWS re:Invent keynote standards, there were numerous references to Google and Microsoft (and its close relationship with OpenAI) -- and it felt a lot like Selipsky was punching down and taking some cheap shots at the expense of his competitors.