In this demo, Lester, an AWS associate solutions architect, demonstrates how to fine-tune foundation models in Amazon Bedrock using custom business data. He walks through the process of preparing a dataset, creating a fine-tuning job in Bedrock, and testing the resulting custom model. The video showcases how businesses can leverage their own data to create specialized AI models for unique customer interactions while maintaining data privacy and security. Lester provides step-by-step instructions on uploading training data to S3, configuring the fine-tuning job in Bedrock, and invoking the custom model using both the Bedrock console and Boto3 Python library.