Amazon is developing a new AI model with advanced thinking and reasoning capabilities, in a move aimed at strengthening its position in the generative AI market and competing with companies such as OpenAI, Google and Anthropics, Business Insider reports.

According to a source familiar with the project, the new model is scheduled to be launched by next June within the Nova models, a generative AI model set unveiled by Amazon late last year.

The source explained that the model adopts a hybrid reasoning approach, as it combines providing quick answers and in-depth thinking to solve complex problems within a single system.

Reasoning in AI refers to a model's ability to think logically and analyze deeply, rather than just providing direct answers based on input data.

The move comes at a time when inference models are becoming a new field of competition in artificial intelligence, as these models tend to work slower but have the ability to deal with difficult problems through techniques such as iterative thought chains.

Companies such as Google, OpenAI and Anthropic have recently launched their own models in this area, while DeepSeek has received widespread attention for its cost-effective model.