At the recent re:Invent 2025 event, Amazon Web Services (AWS) unveiled a groundbreaking new service from 123RF, a leading stock media platform based in Malaysia. This innovative offering leverages generative artificial intelligence (Gen AI) to enhance video content comprehension across its vast library of over 230 million assets. Aimed primarily at small business owners and e-commerce users, this technology promises to streamline content discovery, improve search accuracy, and ultimately drive efficiency and productivity within creative teams.
123RF’s early implementation of Gen AI has shown impressive results, with accuracy in video descriptors doubled during testing on a sample of 5 million videos. This advancement enables the platform to authentically understand video and image content, directly benefiting e-commerce clients who rely on rapid and relevant media searches to elevate their product listings. As Bernadine Michael, Chief Marketing Officer at 123RF, puts it, “AWS has fundamentally changed how we operate at 123RF, transforming us into an AI-powered creative enabler.”
For small business owners, the implications of this technology are substantial. Conventional search methods often yield results that lack relevance due to inaccuracies in tagging. For instance, searching for a "green bag" might previously yield unrelated items simply because they contained green hues. With the new AI system, 123RF can analyze actual visual content, ensuring users receive precisely what they’re looking for. This significant accuracy leap means that businesses can enhance their product listings with media that resonates better with their audience.
Another critical feature of the new AI capability is its ability to detect trademarked logos and flag branded content. This functionality helps e-commerce businesses categorize content according to licensing needs—be it for commercial use or royalty-free applications—mitigating risks associated with copyright violations. Michael emphasizes that this speed and enhancement of accuracy allow marketing teams to execute campaigns 35% faster, a transformation that allows them to focus more on strategy and customer service rather than mundane tasks.
The ability to process video and image uploads has also been revolutionized. Previously, the verification process required 30-40 human reviewers to oversee 3,000 images daily, which proved to be labor-intensive and slow. With Gen AI, 123RF has reportedly reduced review times by 92%, enabling customers to find creative assets in 90% less time while maintaining high accuracy levels. Phoebe Liew, Chief Technology Officer at 123RF, notes, “Our AWS-powered AI technology now ‘sees’ images the way humans do,” highlighting a profound shift in how image content is understood and categorized.
However, while the benefits are clear, small business owners should also consider the potential challenges. Implementing new technologies often requires a period of adjustment, both for teams and for existing workflows. Training staff to fully utilize AI capabilities might demand initial investments in time and resources. Additionally, the need for ongoing updates and the potential complexities of using a cutting-edge system could pose hurdles for smaller firms with limited technological infrastructure.
123RF’s use of Amazon Bedrock and Nova further emphasizes the efficiency of these AI capabilities. With Bedrock’s professional translator tool, the platform can navigate cultural nuances in multiple languages, which is essential for creating a truly global marketplace. This multilingual capability will help small businesses market effectively to diverse audiences, though it may raise concerns about the accuracy of translated content.
AWS’s involvement and support underscores a broader trend within the business landscape, where startups are increasingly adopting AI solutions to gain competitive advantages. Hussein Mohd. Ali, Country Manager for Malaysia at AWS, highlights that nearly half of startups are implementing such technologies and many are building AI-driven products from the ground up, hoping to position Malaysia as a leading region for AI innovation.
As 123RF continues to refine this technology, it represents a significant step forward in empowering small businesses to compete on a global scale. By integrating advanced AI tools, these businesses can streamline their workflows, enhance content accuracy, and ultimately provide better services to their customers. The investment in AI-driven technology is not just an operational upgrade; it’s an opportunity for small businesses to innovate and grow in an increasingly competitive market.
For further information on this initiative from AWS and 123RF, you can view the original press release here.
Image Via BizSugar
