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National Institute of Fashion Technology, Jodhpur: Introduction To Artificial Intelligence

Amazon incorporated AI to stay competitive with other tech giants investing heavily in AI. It rebuilt its recommendation system using a "flywheel" approach where divisions like Alexa, Amazon Go, and AWS shared data and innovations to improve each other. Alexa was developed through acquisitions of speech and text companies. AWS machine learning services now use innovations from Alexa. Amazon Go and recommendations help each other through customer shopping data. This integrated approach provides a customized experience across divisions.

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130 views12 pages

National Institute of Fashion Technology, Jodhpur: Introduction To Artificial Intelligence

Amazon incorporated AI to stay competitive with other tech giants investing heavily in AI. It rebuilt its recommendation system using a "flywheel" approach where divisions like Alexa, Amazon Go, and AWS shared data and innovations to improve each other. Alexa was developed through acquisitions of speech and text companies. AWS machine learning services now use innovations from Alexa. Amazon Go and recommendations help each other through customer shopping data. This integrated approach provides a customized experience across divisions.

Uploaded by

Anushka Singh
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

JODHPUR

Introduction to Artificial intelligence

Assignment I
CASE STUDY: AMAZON

Submitted to : Submitted by:


Mrs. Usha Yadav Anushka singh
Artificial intelligence
the ability of a digital computer or computer-
controlled robot to perform tasks commonly
associated with intelligent beings. 
Idea behind incorporating AI
• In 2005 Amazon’s recommendation team head Thirumalai
proposed a plan for incorporating AI.
• The main reason behind this idea was this era’s most critical
competition would be in AI—Google, Facebook, Apple, and Microsoft
 were betting their companies on it—and Amazon was falling behind.
Problems
• Rebuilding the existing system.
• Skills needed that the existing team didn’t posses.
• Algorithms and Data was needed.
Rebuilding system
• Amazon used 'single threaded’ concept which means only one
group was owning the technical department.

SOLUTION:
Amazon’s approach to AI is called a FLYWHEEL( A deceptivly simple tool
designed to efficiently store rotational energy.)
Three pillars of Amazon.
• AI bot ALEXA
• AMAZON go store
• AWS- AMAZON web services
ALEXA
This project required a level of artificial intelligence prowess that the
company did not have on hand So they bought companies with expertise.
In September 2011 they bought Yap, a speech-to-text company with
expertise in translating the spoken word into written language. In January
2012, Amazon bought Evi, a Cambridge, UK, AI company whose software
could respond to spoken requests like Siri does. And in January 2013, it
bought Ivona, a Polish company specializing in text-to-speech, which
provided technology that enabled Echo to talk.
Far field speech recognition- a machine-learning system that could
understand and respond to conversational queries in noisy conditions
required massive amounts of data.
So as more people used Alexa, Amazon got information that not only made
that system perform better.
Amazon web services
• In 2016, AWS released new machine-learning services that more directly
drew on the innovations from Alexa.
• The company now sells its machine-learning approach through Amazon
Web Services to clients including NASA and the NFL. By taking
advantage of AI advancements and applications in other areas of the
company, it offers personalized AI solutions to large and small
businesses.
Amazon go store and Recommendation engine
• Data from customers’ smartphone cameras tracks shopping activities and
not only helps Amazon Go, but can also be shared with the machine
learning team for continued development.
• AI also plays a huge role in Amazon’s recommendation engine, which 
generates 35% of the company’s revenue. Using data from individual
customer preferences and purchases, browsing history and items that are
related and regularly bought together, Amazon can create a personalized
list of products that customers actually want to buy.
Cohesive customer experience

Data from these three main pillars of the company work together to create a
cohesive customer experience. A customer can visit the Amazon Go store to
get a few items for dinner, ask Alexa to look up a recipe and the product
recommendation engine can determine that the customer likely needs to
purchase a certain type of sauce pan. Instead of fighting against each other,
different divisions share their innovative knowledge to provide a
customized and cohesive customer experience.
References
• https://www.forbes.com/sites/blakemorgan/2018/07/16/how-a
mazon-has-re-organized-around-artificial-intelligence-and-machi
ne-learning/amp/
• https://www.google.com/amp/s/www.wired.com/story/amazon-
artificial-intelligence-flywheel/amp
• https://www.britannica.com/technology/artificial-intelligence

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