Amazon is all in on GenAI and AI agents
Jun 26, 2025
Enterprises adoption of GenAI and agentic AI is accelerating, with 65% of businesses using GenAI and more than half deploying AI agents in production environments. And Amazon is onboard. In a widely circulated email to employees, CEO Andy Jassy laid out a clear strategic priority: GenAI is critical to Amazon’s future and AI agents represent a key part of how its potential will be realized.
GenAI is the foundation, and AI agents are the next step
Jassy’s message, shared on June 17, described GenAI as a “once-in-a-lifetime” opportunity and a foundational capability that Amazon is embedding across its business, from AWS to Alexa to internal operations.
He also pointed to the next phase: applying GenAI through the development of AI agents that can perform complex tasks across domains. He outlined a range of capabilities that agents will support, including conducting deep research, writing code, identifying anomalies, surfacing insights, and automating time-intensive work.
The message was as much a rallying cry as a roadmap. Jassy urged every Amazon team to consider how GenAI and AI agents can be used to reimagine their work, with GenAI generating content, coding, and insights, and agents act on them. According to Jassy, the future of work at Amazon will rely on both.
Amazon’s message matters
Amazon’s internal directive reflects a broader trend across the tech and enterprise landscape. After a year of experimentation with large language models and GenAI features, organizations are shifting from passive use cases (like content summarization or image generation) toward active applications that can reshape how people and systems interact.
The move toward agentic AI aligns with recent developments from companies like OpenAI, Microsoft, and Anthropic, all of whom are working to bring memory, planning, and task execution into AI systems. Jassy’s employee email signals a companywide commitment to moving toward integrated, operational solutions with GenAi and agentic AI.
Centific helps enterprises build GenAI and agentic AI
For companies looking to operationalize GenAI and agents, Centific can help.
Centific makes it possible for organizations to go beyond off-the-shelf models and create AI that is domain-tuned, task-aware, and enterprise-ready. Our AI training pipelines support the development of agents that understand context, manage workflows, and execute with precision, all powered by high-quality, human-aligned data. We incorporate human-in-the-loop approaches, including reinforcement learning from human feedback (RLHF), to improve model performance, safety, and alignment over time.
Through our AI Data Foundry platform, we help clients create the infrastructure and intelligence needed to bring GenAI and agents into the real world, securely, ethically, and at scale.
Amazon’s email shows that the race to operationalize AI is well underway. At Centific, we’re ready to help businesses lead it.
Rebecca is a seasoned learning design expert with a passion for technology-enhanced education and more than two decades of experience in adult learning, remote team leadership, and digital content creation. She specializes in instructional design using tools—like Articulate 360—and has a proven track record in communication strategy, learning management, and professional development. With an MA in Online and Distance Education from The Open University and an MSc in Sociology with Distinction from the University of Leicester, Rebecca combines academic rigor with practical insight to build engaging, effective learning experiences for today’s dynamic workforce.
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