If you want promotion, show us…: Amazon has a new rule for employees in its smart home department
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The requirement affects workers at Amazon's
RBKS organization
, which includes Ring security cameras, Blink devices, Key delivery service, and Sidewalk wireless network.
The policy, effective in the third quarter of 2025, mandates that promotion applicants detail their AI usage and provide examples of projects with measurable outcomes. Managers must additionally prove they've accomplished "more with less" using AI technology while reducing or maintaining current headcount levels.
Ring CEO asks the department embrace AI-driven performance metrics
Siminoff's directive aligns with broader industry trends as major technology companies integrate AI proficiency into employee evaluations. Shopify announced in April that managers must demonstrate AI cannot perform a role before making new hires, while Microsoft has begun evaluating some employees based on their use of internal AI tools, Business Insider reported.
The policy comes two months after Siminoff returned to Amazon following a two-year absence, replacing former RBKS division leader Liz Hamren.
His return coincides with CEO Andy Jassy's push to restore Amazon's startup culture and embrace efficiency-driven practices.
In an email to staff obtained by Business Insider, Siminoff emphasized the policy aims to reward "innovative thinking" and reinforce speed and efficiency—core elements of Jassy's current vision for the company. "We are reimagining Ring from the ground up with AI first," Siminoff wrote, describing the initiative as having "the same energy and potential to revolutionize how we do neighborhood safety."
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Amazon pushes workforce efficiency through AI adoption
The new promotion requirements represent part of Siminoff's broader push for AI integration within RBKS operations. Since June, he has encouraged employees to use AI tools at least once daily to boost productivity levels.
Amazon CEO Jassy previously indicated that AI implementation would reduce the company's workforce due to improved operational efficiency. The RBKS policy specifically requires employees to describe how they've used
generative AI
or other AI technologies to enhance customer experience or increase operational efficiency when applying for advancement opportunities.
A Ring spokesperson confirmed to Business Insider the promotion initiative applies exclusively to RBKS employees and does not extend company-wide.
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