This case study focuses on the utilization of artificial intelligence by Amazon to enhance its business operations. By leveraging machine learning algorithms, Amazon can collect and analyze consumer data, including purchase history, searches, and GPS-based location, to provide personalized recommendations to customers. This approach has helped Amazon maintain strong relationships with its customers, leading to increased sales and retention rates. Additionally, Amazon offers customized marketing and sales channels to cater to the unique needs of each customer.


The case study is intended to qualify students to:

  • Analyze AI’s core competencies in organizational development.
  • Evaluate challenges and their impact on Amazon regarding AI adoption.
  • Evaluate the ROI of AI on Amazon’s business.

Themes: Digital journey; Artificial Intelligence; Innovation; Intelligence; Digital Innovation

UN SDGS: Decent work and Economic Growth (8); Industry, innovation, and infrastructure (9)