AWS chosen by MGM, Canva, Adobe

AWS said on May 21 that Amazon MGM Studios, Canva and Adobe are among the named users of generative media workloads running through fal, a startup that selected Amazon Web Services as its preferred cloud provider. The disclosure came through an AWS Newsroom social-media post that pointed to fal’s infrastructure role in media creation and did not include contract values or customer spending figures. fal announced the AWS partnership on May 19 in a Business Wire release, saying the arrangement would support faster inference and broader access to AI models for enterprise customers. ### Where did the Amazon MGM Studios, Canva and Adobe names come from? fal’s May 19 release named Amazon MGM Studios, Canva and Adobe as customer companies using its generative media platform. The company said it powers generative AI features for more than 2.5 million developers and provides access to more than 1,000 production-ready image, video, audio and 3D models through a unified API. (morningstar.com) AWS’s May 21 post did not say those three companies had each signed separate new cloud agreements directly with AWS. The wording tied them to fal’s generative media workloads after fal chose AWS as its preferred cloud provider. ### What exactly did fal announce with AWS? (morningstar.com) fal said on May 19 that it had partnered with AWS as its preferred cloud provider. The startup said the collaboration would let it use AWS infrastructure and AI services to serve enterprise customers across media, entertainment, retail and other sectors. fal added that it processes millions of daily inference calls with 99.99% uptime. (morningstar.com) Gorkem Yurtseven, fal’s chief technology officer and co-founder, said in the release that generative media workloads require infrastructure that can handle “massive parallel inference, rapid model iteration, and production-grade reliability at scale.” Samira Panah Bakhtiar, general manager for media, entertainment, games and sports at AWS, said fal was helping make generative AI more accessible to developers building creative applications. (morningstar.com) ### How is Canva already tied to AWS for generative AI? Canva says its generative AI tools including Canva AI, Magic Studio and Canva Code are built using AWS. On an AWS customer page, Canva says its platform is used by 260 million monthly active creators and 95% of the Fortune 500. The same page says Canva built generative AI tools on Amazon Bedrock, including Magic Write and chat assistants. (morningstar.com) John Eitel, Canva’s global vice president of sales and success, said on the AWS page that using AWS gives Canva credibility in the enterprise market. Jim Tyrrell, Canva’s head of infrastructure, said AWS works the same way at very large scale. ### What is Adobe’s existing AWS relationship? Adobe said in a December 2025 post that it had deepened collaboration with Amazon across product innovation, business models and customer engagement. (aws.amazon.com) Adobe said Firefly, its family of generative AI models, is trained on Amazon EC2 P5 and P6 instances, with data stored in S3 and FSx for Lustre. Adobe also said Acrobat Studio uses Amazon Bedrock to access foundation models. Adobe separately says its customer-experience and content supply-chain products are available on AWS. That material describes AWS as part of Adobe’s infrastructure for generative AI, automation and personalization workloads. ### What does Amazon MGM Studios already run on AWS? Amazon MGM Studios has already showcased production technology built on AWS. (business.adobe.com) Amazon said in June 2024 that Stage 15, a 34,000-square-foot virtual production space in Culver City, California, is powered by AWS and has been used for film, television and promotional shoots. (business.adobe.com) That earlier Amazon account does not mention fal, but it shows Amazon MGM Studios already using AWS in production infrastructure before this week’s disclosure tied the studio’s generative media workloads to fal’s platform. That is an inference based on the two disclosures taken together. ### What is still not disclosed? Neither AWS’s May 21 post nor fal’s May 19 release disclosed contract values, workload volumes by customer, or whether Amazon MGM Studios, Canva and Adobe are exclusive to AWS for those workloads. (aboutamazon.com) The materials also did not break out which specific fal-powered products or internal systems each company is using. fal’s May 19 release remains the primary public document behind the claim, and AWS’s May 21 social post amplified it. Canva’s AWS case study, Adobe’s AWS materials and Amazon’s Stage 15 write-up provide the clearest published context for how those companies already use AWS in AI and media operations. (morningstar.com)