When Amazon launched its cloud storage service S3 in March 2006, few could have foreseen that it was laying the foundations for an empire that today generates $150 billion annually from cloud infrastructure alone. Two decades later, AWS not only maintains its leadership with a market share close to 30%, but has also embarked on a new battle: artificial intelligence. In an exclusive interview with ComputerWorld, Suzana Curic, Director of AWS for Spain and Portugal, details the company's strategy to regain lost ground against Microsoft and Google, and reveals how Spain has become the epicenter of its European expansion.

"In AI, They Had Written Us Off, But We're Back in the Race"

Curic's statement is not empty rhetoric. Just two years ago, analysts considered AWS lagging in the AI race, overshadowed by the alliance between Microsoft and OpenAI. However, the company has managed to reverse the situation with a strategy based on openness and choice. "Our AI proposition is based on giving customers the ability to choose the models they want to use, a strategy that was not understood before, but is now a reality," explains Curic. All major AI models, including AWS's own (Amazon Nova), are available on Amazon Bedrock, its generative AI services platform.

The numbers support this turnaround. AWS has gone from a non-existent AI business to generating over $15 billion annually in just three years. This milestone has been driven by the agreement with OpenAI, which has broken Microsoft's monopoly over Sam Altman's company. "AWS is 'back in the race' in the AI field, which moves at great speed," emphasizes Curic.

This recovery is no coincidence. The company has announced a $200 billion investment in AI and cloud infrastructure globally, a figure that demonstrates its commitment to this technology. And in this context, Spain plays a leading role. AWS has committed €33.7 billion to expand its data centers in Aragon, the largest investment made by any company in Europe and AWS's largest outside the United States. "Spain has been chosen as a hub of the future," says Curic.

The Bet on Spain: More Than Data Centers

The investment in Spain is not limited to building infrastructure. AWS is building a factory in Aragon dedicated to packaging and repairing servers, both computing and AI, which will serve all of Europe. This facility is expected to generate around 1,800 jobs when operational, in line with the company's circular economy vision. "That the factory is in Spain is a very positive fact," highlights Curic.

The total economic impact of the investment is estimated at €31.7 billion contribution to Spanish GDP by 2035, and will sustain around 29,900 full-time equivalent jobs per year, of which 6,700 will be directly linked to AWS and its suppliers. But beyond the numbers, Curic insists on the democratizing effect of technology: "A small business can have the same technology as a large company. It can migrate its workloads and have access to Amazon Bedrock and, with it, to major models like OpenAI, Amazon Nova, or Quick."

Security and Sovereignty: The Big Concern for Companies

One of the issues that most concerns Spanish CIOs is data security and digital sovereignty. Curic is blunt: "Data always stays with the customer. We don't touch it." And she adds a striking fact: "Since 2020, we have not delivered any customer data to the U.S. government."

Although AWS offers sovereign cloud services from Germany for EU customers, Curic assures that "I have not yet found a Spanish customer who wants to migrate 100% to the sovereign cloud." The infrastructure in Zaragoza complies with the high category of the National Security Scheme (ENS), allowing customers to meet their sovereignty requirements. "We are in talks with many ministries and they have never seen impediments in our way of encrypting data and the security we offer," she says.

This stance contrasts with competitors like Google Cloud, which has sealed an agreement with Telefónica to guarantee data sovereignty through a Spanish company. However, Curic downplays this difference: "Telefónica is our customer and partner."

The Evolution of the Public Sector and AI Adoption

The Spanish Public Administration is advancing in the adoption of the public cloud, with examples like the Government of the Canary Islands, which uses AWS infrastructure and AI tools to modernize its services. Entities such as the Red Cross and ONCE are also customers. "The public sector is taking steps in adopting the public cloud," notes Curic.

In the business sphere, an AWS study reveals that 50% of Spanish organizations already use AI, surpassing the European average of 42%. However, very few offer advanced services with this technology. "I would urge organizations to embrace change," recommends Curic.

The executive also addresses concerns about AI costs, a recurring topic among CIOs. "Why do we invest in chips at AWS? Because it is essential for us to lower costs and be more efficient. This is the foundation of efficient AI," she explains. The company designs its own chips at Annapurna Labs, allowing it to optimize performance and reduce costs for its customers.

The Future of AWS in Spain and Europe

Asked whether Spain could displace Ireland as AWS's major cloud region in Europe, Curic responds: "Ireland is huge and will continue to be, but it is true that Spain will undoubtedly gain prominence with this latest investment." Geographic location, access to renewable energy, and the support of the Spanish government have been key factors in this decision.

The executive also clears up doubts about the layoffs announced by Amazon globally. "There are no planned layoffs in Spain. There was a global statement, but in Spain we have no further information on that. In any case, there are open hiring processes around infrastructure," she assures.

With 28,000 employees in Spain, Amazon ranks among the top 5 largest employers in the country. This data reflects the company's commitment to local talent and its dedication to Spanish economic development.

A Vision for the Future: AI as a Transformation Engine

The interview with Suzana Curic makes it clear that AWS has evolved from an infrastructure provider to a key player in the AI era. The combination of massive investment, openness to multiple models, and focus on security positions the company to lead the next decade. For Spanish companies, this means access to cutting-edge technology that can transform their businesses, from process optimization to the creation of new services.

As noted in our analysis in Code Review: The Problem of Taste and Its Strategic Impact on DevOps, adopting new technologies requires a strategic approach. AI is no exception. Organizations that can integrate it efficiently, managing costs and ensuring security, will be the ones to gain a real competitive advantage.

In this sense, AWS's experience with tools like Claude in Chrome, analyzed in our article Claude in Chrome is now a Cowork session: Implications for SysAdmins and DevOps, shows how AI is changing the way IT professionals work. The integration of AI assistants into daily workflows is an unstoppable trend.

The issue of digital sovereignty, addressed in depth in our post Sovereign Cloud in Europe: Where is the New Legal Framework Heading and What Does It Mean for Your Company?, remains a hot topic. AWS's position, based on security and regulatory compliance, offers peace of mind to companies operating in regulated sectors.

AWS's bet on synthetic data, as analyzed in Grok 4.6: SpaceXAI's Bet on Synthetic Data That Will Transform Enterprise AI, is another trend to watch. The generation of synthetic data will allow training AI models without compromising real data privacy, a crucial aspect for sectors like healthcare or finance.

In short, AWS has returned to the AI race with force, and Spain is a fundamental pillar of its strategy. Companies that want to seize this opportunity must be prepared to adopt AI responsibly, with a clear vision of their objectives and efficient resource management. The future is promising, and AWS wants to lead it.

Original source: ComputerWorld. Analysis and adaptation by ForgeNEX.