As the AI Deployment Wars unfold, Microsoft’s new “Frontier” company appears to be a mix of Star Trek plus some pioneer vibe while AWS and its “Forward Deployed Engineering” recalls the old joke about how if HP had invented sushi, HP would have named it “cold dead fish.”
As the noted AI commentator William Shakespeare once asked, “What’s in a name?” Well, for business leaders wagering their companies’ fortunes on their choice of an AI-deployment partner, Microsoft and AWS could not possibly have come up with more wildly different names:
- AWS Forward Deployed Engineering: “a dedicated organization backed by a $1 billion investment to embed thousands of engineers directly with customers to co-develop and deploy agentic AI solutions at speed”
- Microsoft Frontier Company: “a new operating business focused on delivering Frontier Transformation through AI for our customers around the world”
While the two names are from different planets — perhaps different galaxies — those two top-line descriptors sound pretty similar, although Microsoft’s $2.5 billion initial investment in its Frontier Co. dwarfs that of AWS’s $1 billion funding for its new deployment unit.
I guess Microsoft wants to give customers the impression of being hardy pioneers busting into the wilds of unexplored and untamed frontiers. Or perhaps Microsoft thinks that the hearts of C-level executives beat a little faster when frontier models are discussed.
Either way, while I get it from the perspective of trying to be kinda cool or hip or perhaps nerdy — recall that the opening line of the intro to Star Trek episodes begins with “Space: the final frontier” — does that name reflect the #1 priority of business leaders?
Do they call Satya Nadella and promise that Microsoft will get the three-year $120-million AI-deployment contract if Microsoft can put them on the frontier of their industry? Or, is it more likely that executives’ primary concerns revolve around AI deployments that result in accelerated and optimized operations as well as the generation of new growth opportunities and new revenue streams?
Hey, I love the idea of bold innovation and breaking new ground — to boldly go where no one has gone before, if you will — but right now, the AI concerns and priorities I’m hearing from business leaders are all about ROI, security, impacts on culture, and the necessity to get it right as quickly as possible.
So — and I’m fully aware that nobody asked me for my opinion — I think Microsoft has overshot the mark with Frontier Company and in so doing has given a distinct advantage to AWS with its spectacularly unimaginative and utilitarian Forward Deployed Engineering name.
For better or worse, the whole FDE thing has become the mid-2026 equivalent of the “LLM” craze of a couple of years ago. I suspect this infatuation will last until the end of this calendar year, when people will begin to realize every vendor is offering FDEs, and there are FDEs at every customer site and in every pot, then maybe the FDE craze is no longer “the thing” but has instead simply become the way things are done?
Of course, some companies will do the FDE thing better than others do it, but right now it is *the* big promise being offered by every single one of the five combatants in the AI Deployment Wars: Google Cloud, OpenAI, Microsoft, AWS, and Anthropic.
And I guess AWS decided that if that’s what the people want, then that’s what we’ll call our new AI-deployment company. And what the AWS Forward Deployed Engineering moniker lacks in creativity, it just might make up for in short-term opportunity while the FDE obsession still rages.
Final Thought
To state the patently obvious, this industry is moving at mind-twisting speed. And I think AWS had better rapidly leverage the holy heck out of its ultra-functional name before people — and this will probably start happening in early 2027 — start to look at the AWS Forward Deployed Engineering name and think, “Dear me, how very yesterday!”
As for Microsoft, I expect that the “Microsoft” name will be a vastly bigger attraction than the “Frontier” name, and that in fairly short order the trendy “be on the frontier” concept will have evaporated because as every company in every industry in every region on the planet rushes into that frontier, it’s going to rapidly look more like a crowded metropolitan area than an untapped and empty landscape.
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