Amazon has apparently acquired deep learning start-up Orbeus in what would appear to be the company’s latest move on the artificial intelligence market, according to reports at Bloomberg. Sources close to Bloomberg have said the acquisition took place in the latter stages of 2015, though the deal has not been announced by Amazon as of yet.

Over recent months, artificial intelligence would appear to be the latest battle grounds for the cloud industry as numerous tech giants bolster their capabilities in the space. While the move has not been confirmed by either Orbeus or Amazon, the play builds on AWS’ previous acquisitions in the segment including high-performance computing company Nice and video processing company Elemental Technologies.

The Orbeus site is relatively bare for the moment, simply displaying the message “ReKognition API is no longer taking new customers. Thank you very much for your interest and support. But we’re up to new/exciting things and to stay tuned.” The Orbeus technology utilizes deep learning techniques to provide scalable image and face recognition solutions for businesses and consumers. The company has won numerous awards and also received healthy media attention for its application PhotoTime, which brings the advances of deep learning to the consumer market.

While the move has not been confirmed by any parties to date it does appear to demonstrate the importance of AI for the tech giants, most of whom are making notable efforts to improve product offerings in the face of increasingly demanding customers. AWS continues to remain as the leader in the public cloud space, though recent moves from Microsoft and Google appear to be closing the gap. Industry insiders have told BCN that AWS’ industry leading position may be coming under threat as competitors would appear to be making more significant moves to improve their own platforms.

The new expertise could counter moves made by Google and Microsoft in recent months, as the companies pursue AI competencies for improved customer experience and decision making capabilities. Google’s recent Go PR stunt demonstrated the efforts which the team have made in deep learning, whereas Microsoft announced a number of Microsoft additions to its Cognitive Services offering, formerly known as Project Oxford, at Build 2016.