Amazon Services wants to bring machine learning to the enterprise and start-up masses, releasing a fully managed end-to-end machine learning service called Sagemaker and a video camera that runs deep learning models dubbed DeepLens.

“Machine learning is so tantilising for most everyday developers and scientists. The hope and the hype here is tremendous. And you could argue with all the buzzwords we’ve heard in the 11 years we’ve been doing AWS, machine learning might be the loudest, and it’s absolutely the buzzword du jour today,” said AWS CEO Andy Jassy at the company’s Re:Invent conference in Las Vegas.

“Builders don’t want machine learning to be so difficult. They don’t want it to be so cryptic. They don’t want it to be black . They want it to be much easier to engage with,” he added at the high-production keynote, complete with house band and tenuous musical segways.

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