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Amazon.com, Inc: The AI Transformation

Information Technologies, Innovation and Change, Leadership and People Management, Strategy

Reference: SM-1724-E
Year: 2020
Number of pages: 26
Geographic Setting: Estados Unidos
Publication Date: Apr 4, 2022
Source: IESE (España)
Type of Document: Case

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Description

This case describes the development and application of AI at Amazon. This case has been used to discuss in class the wide range of AI applications at Amazon, the competitive effects of those AI applications, the process to develop those AI applications, and the current state of Amazon organization.

Learning Objective

1) Students individually go through a business model canvas or a value chain and list AI applications for each box, at least one in each. 2) We discuss the range of applications, categorizing them broadly as logistics, store UI, and other (incl. AmazonGo, Alexa). For each one, we consider how it was developed and what it's competitive effects might be. 3) The last 10-15 minutes is usually discussion about the organizational structure and the implications of AI for work.

Keywords

Amazon artificial intelligence (AI) Automation e-comercio Innovation Logistics Retail