Amazon has introduced a new requirement in select business units: employees applying for promotion within its RBKS organization (Ring, Blink, Key, and Sidewalk) must now demonstrate how they use artificial intelligence (AI) in their work. The policy, issued by Ring founder Jamie Siminoff, emphasizes practical examples of AI usage with measurable outcomes
1. Applies to Smart‑Home Teams (RBKS Only)
The AI promotion requirement currently applies only to the smart‑home division, which includes Ring, Blink, Key, and Sidewalk. It is not yet a company‑wide policy
2. What Employees Must Show
Promotion candidates must describe how they’ve used AI tools—such as generative AI or automation—to improve customer experience or operational workflows. Applications also need to include details of specific AI-driven projects, along with measurable impact data like efficiency gains or cost savings
3. Managers Face Added Expectations
Managers within RBKS must also demonstrate how they’ve used AI to accomplish “more with less”—improving productivity or outcomes without growing headcount. This underscores a corporate emphasis on lean, intelligent operations
4. Reflects a Broader Industry Trend
Other tech firms, such as Shopify and Microsoft, are similarly integrating AI usage into performance evaluations and hiring processes. Amazon’s adoption signals a shift where AI is treated as a core competency, not just a bonus skill
5. Aligns with Amazon’s AI‑Driven Workforce Strategy
This move builds on Amazon CEO Andy Jassy’s recent memo warning that AI-driven efficiency gains could reduce corporate workforce size. Employees who learn and apply AI tools are considered more valuable in this restructuring context Business Insider
🧭 Why It Matters
- AI Proficiency as a Career Lever: Demonstrating real-world AI use is now mandatory for career progression in key Amazon divisions, raising the bar on digital innovation skills.
- Performance Metric Shift: AI usage is evolving from being optional to a core evaluation metric—employees must show impact, not just familiarity.
- Future‑Ready Workforce: The policy prepares teams for automation, AI‑driven workflows, and roles where AI competency is central.
