Amazon goes all-in on AI — Here’s the wake-up call for you!
- marketing
- Categories: Isidoros' blogposts
- Tags: AI, CX, Loyalty
Prefer listening? I transformed this article into a podcast using Google’s NotebookLM. It’s surprisingly accurate and even expands on some of the ideas. Give it a listen!
“Technologies like Generative AI are rare; they come about once-in-a-lifetime and completely change what’s possible for customers and businesses.”
— Andy Jassy, Amazon CEO
On 17 June 2025 Andy Jassy sent the note above to Amazon’s 1.5 million employees. You can read his full message here: https://www.aboutamazon.com/news/company-news/amazon-ceo-andy-jassy-on-generative-ai
Below is why every retailer—and frankly every B2C brand—should treat that memo as a fire alarm.
What Jassy actually said (the 3-minute version)
- AI everywhere, already. Alexa+, the new AI shopping assistant, “Lens” visual search, “Buy for Me,” size-prediction, seller copy generators, ad-creative tools, Nova frontier model in AWS… the list runs past 1,000 internal Gen-AI projects.
- Next stop: agents. Amazon will unleash autonomous software that researches, purchases, codes, and negotiates on your behalf—both for customers and for Amazonians themselves.
- Operate like the world’s largest start‑up. Jassy pledges Amazon will remain “customer‑obsessed, inventive, fast‑moving, lean, scrappy, and full of missionaries trying to build something better for customers and a business that outlasts us all.”
In short: the company that just overtook Walmart on the global retailer leaderboard is rewiring itself around AI—top to bottom, shelf to cloud.
If Amazon does it, the market will expect you to do it
Amazon just climbed to No. 1 on Forbes’ 2025 Global Retailers list; it did so by redefining every step of its Customer Experience—discovery, conversion, fulfillment, service, advertising—is now being rebuilt around AI. When a $2.3 trillion machine rewrites its source code, the gravity of the entire market shifts.
Why this matters to you
- CX expectations skyrocket. With Amazon’s AI enabling anticipatory service and conversational shopping, customers will now demand equally seamless, predictive experiences from every retailer—and will quickly defect when friction appears.
- Loyalty is the fastest on‑ramp to personalization. A smart rewards program motivates shoppers to identify themselves and volunteer preferences, generating the first‑party data that fuels AI‑powered recommendations and service.
- Data‑rich loyalty loops compound value.Each purchase, click, and survey response feeds better offers, deeper engagement, and higher lifetime value—turning CX excellence into a self‑reinforcing growth engine.
In 1999 Amazon made “one‑click” a baseline. In 2005 Amazon Prime loyalty program reset the bar to “two‑day.” By 2020, same‑day delivery felt normal.
2025 introduces “one‑prompt commerce”—a frictionless loop where the consumer’s intent is captured once and fulfilled automatically across product, payment, and logistics.
You need a plan that answers two questions:
- Which customer journeys will we upgrade with AI first—and why?
- What data, talent, and governance gaps must we close to ship AI in months, not years?
Act now—embrace AI early to build a unique data advantage; delay, and you’ll scramble to catch up while profits shrink.
Where do you start? With the data you already (don’t) have
AI is an engine and customer data is the fuel. Most retailers run on fumes because 80 % of transactions are anonymous. The cheapest legal way to “buy” first‑party data is to reward it—a loyalty program.
- Capture every purchase, every basket, every click.
- Gain a deeper understanding of your customers by using AI to listen to their feedback at every touchpoint and build richer, more detailed profiles.
- Feed the loop back into AI models for hyper‑personal offers and service.
How Pobuca accelerates your AI journey
Pobuca has spent the past decade turning raw customer signals into profitable action. Think of us as the CX control tower that plugs AI into three stages:
- Measure. We stitch together every data stream—transactions, clicks, reviews, call‑center recordings—into a live Customer 360. You see in real time what shoppers love or hate and why.
- Design. Using those insights, we craft a loyalty blueprint and an ROI simulator so you know—before launch—how the program will pay back and when.
- Improve. Finally, we deploy AI that automates engagement, lifts revenue, and cuts costs—continuously learning from each interaction to get smarter over time.
Our consultants start by mapping your data gaps, then build or refresh the loyalty scheme and calculate concrete financial upside.
The window is now.
Jassy’s memo ends with a call for every Amazonian to “be curious, attend workshops, experiment daily.” Retailers can’t outsource that curiosity—but you can borrow a partner that’s already halfway up the learning curve.
Ready to translate AI hype into bottom-line CX and Loyalty impact? Let’s talk.
(Because if the world’s biggest retailer is sprinting, walking is falling behind.)