Amazon is signaling a major shift in how it plans to serve customers, starting with rewriting parts of its own playbook.
CEO Andy Jassy released his annual letter to shareholders on Thursday, writing that the tech giant is not content to simply add artificial intelligence features to its existing retail business. Instead, Jassy said Amazon is preparing to rebuild the customer shopping experience from the ground up, even if it means disrupting products and systems that already work at massive scale.
"The temptation is to just add a little AI to the existing experience," Jassy wrote, adding that the "trick" leaders must learn is "reimagining your experiences from a clean sheet of paper."
