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CEO Andy Jassy noted that every customer reinvention will be reinvented by AI, driving the push for Amazon to invest in AI across the company. In April 2024, the company added AI expert Andrew Ng to its board and created a new centralized AI division to unify AI efforts across the company. In 2024, it hired the co-founders of AI startup Adept to join the team as part of its drive to build advanced AI capabilities.  

AWS launched new AI chips and services, including Amazon Nova™, a suite of multimodal foundation models, and several new shopping features powered by AI. Internally, AI improved warehouse logistics, forecasting, and customer service. The company also emphasized responsible AI, embedding fairness, safety, and privacy principles, forming governance teams, and participating in initiatives like the White House voluntary commitments and NIST AI Safety Institute.