Boost your content editing with Contentful and Amazon Bedrock

This post is co-written with Matt Middleton from Contentful.

Today, jointly with Contentful, we are announcing the launch of the AI Content Generator powered by Amazon Bedrock.

The AI Content Generator powered by Amazon Bedrock is an app available on the Contentful Marketplace that allows users to create, rewrite, summarize, and translate content using cutting-edge generative artificial intelligence (AI) models available and accessible through Amazon Bedrock in a simple and secure manner. This app helps content producers reduce their lead time to publishing content while enhancing the quality and consistency of the content produced.

Contentful is an intelligent composable content platform that allows the creation and management of content to build digital experiences. Contentful is an AWS customer and partner.

Amazon Bedrock is a fully managed service that offers quick access to a choice of industry-leading large language models and other foundation models from AI21 Labs, Anthropic, Cohere, Meta, Stability AI, and Amazon, along with a broad set of capabilities to build generative AI applications, simplifying development while supporting privacy and security.

With this newly launched app, Contentful customers can take advantage of the range of models provided by Amazon Bedrock directly from within Contentful. They can pick the model that best suits their desired language style, creativity, speed, and budget.

Use case

Contentful customers use the platform to scale content across global experiences, brands, and channels. A frequent task a content editor may have is to rewrite existing content to make it fit for another channel, for example to make it fit a smaller screen by shortening it. This is a task that the AI Content Generator powered by Amazon Bedrock can now do automatically:

  1. First, open an existing content entry. The app is available in the sidebar.AI Content Generator in the side bar
  2. When you choose Rewrite, a dialog asks you to choose the fields for input and output, in this case Body and Body Short, respectively.
  3. You can describe the modifications that should be done to the existing content; in this case, we choose the pre-provided option Shorter.
  4. Choose Generate to invoke Amazon Bedrock to perform the desired modification.
    Content rewrite modal
  5. Finally, you can modify the generated text and then choose Apply to apply the text to the specified output field.Generated text

Getting started

To get started, you need to sign up for Contentful, which is free. Next, install the AI Content Generator powered by Amazon Bedrock app by visiting the Contentful Marketplace and choosing Install now.

The installation dialog asks you for an AWS Region where you want to use Amazon Bedrock, as well as an AWS access key ID and secret access key for authentication. To help you meet your organization’s security rules, we have published an AWS CloudFormation template that creates an AWS Identity and Access Management (IAM) user with the minimum privileges you need for this app.

Using generative AI at scale can become expensive. To help prevent surprises in your AWS bill, we have published another CloudFormation template that deploys a budgeting application into your AWS account. You’re able to define a soft limit, which invokes an email notification, and a hard limit, which disables access to Amazon Bedrock entirely for the IAM user you created.

During app installation, you’re able to provide company-specific information such as branding guidelines, which will always be applied when interacting with the app. At the end of the installation dialog, make sure you assign the app to all content types where you may need it. This will enable the app in the sidebar of your content editing experience.


With the AI Content Generator powered by Amazon Bedrock, content teams can unlock powerful tools to save time, reduce feedback loops, and increase creativity. Contentful customers can use generative AI to generate content on demand, transform content to shift voice and tone, translate and localize content for global markets, and even make sure that content remains on brand. Generative AI also plays a critical role in eliminating the “blank page” problem, where a digital team spends more time figuring out where to start than actually creating great content.

Bringing Amazon Bedrock to Contentful means that digital teams can now use a range of leading large language models to unlock their creativity, create more efficiently, and reach their customers in the most impactful way.

About the Authors

Ulrich Hinze is a Solutions Architect at AWS. He partners with software companies to architect and implement cloud-based solutions on AWS. Before joining AWS, he worked for AWS customers and partners in software engineering, consulting, and architecture roles for 8+ years.

Aris Tsakpinis is a Specialist Solutions Architect for AI & Machine Learning with a special focus on natural language processing (NLP), large language models (LLMs), and generative AI. In his free time he is pursuing a PhD in ML Engineering at University of Regensburg, focussing on applied NLP in the science domain.

Matt Middleton is the Senior Product Partner Ecosystem Manager at Contentful. He runs the strategy and operations of Contentful’s Technology Partner Program. Matt’s background includes eCommerce, enterprise search, personalization, and marketing automation.