Amazon is reshaping how it evaluates performance—at least within its Smart Home division. Employees working on products like Ring, Blink, and Key—collectively part of the RBKS (Ring, Blink, Key, and Services) unit—will now need to prove their effective use of AI tools to be considered for promotions.
This internal policy change, first reported by Business Insider, was confirmed via a company-wide email from Jamie Siminoff, founder of Ring and current head of RBKS. Siminoff, who rejoined Amazon earlier this year after a two-year break, emphasized that promotions within RBKS will now be tied to demonstrated AI integration in day-to-day work.
Under the new guidelines, employees must showcase concrete examples of how they’ve applied AI or generative AI to enhance customer experiences or improve internal processes. These examples must outline not only the tools used, but also the measurable impact achieved. While the policy currently applies only to the RBKS unit, it reflects a growing trend in tech where AI proficiency is becoming a core competency, rather than a niche skill.
A Ring spokesperson confirmed that the rule is exclusive to the Smart Home division for now. However, the move aligns with industry-wide changes: companies are increasingly expecting their teams to leverage AI for greater efficiency and innovation.
Siminoff said the shift is aimed at cultivating a culture of innovation, purposeful tech adoption, and intelligent problem-solving. While the exact methods for tracking compliance are still evolving, the broader message is clear—AI usage will be a key performance metric going forward.
Managers, in particular, are expected to lead by example. They must demonstrate not just how they’ve improved outcomes using AI, but also how they’ve achieved operational efficiency without expanding headcount—emphasizing leaner, smarter workflows over team growth.
Amazon isn’t alone in this shift. Companies like Shopify now require hiring managers to justify why a new role can’t be handled by AI. Microsoft, too, is reportedly incorporating AI usage into employee reviews.
CEO Andy Jassy has publicly acknowledged AI’s growing impact on Amazon’s operations, cautioning that AI-driven efficiency may reduce certain roles in the future. This new policy signals that for Amazon’s Smart Home employees, simply doing the job isn’t enough anymore—they must now prove how they’re using AI as a strategic tool for growth and impact.