Amazon Go: A.I.’s grim face?

I have been waiting since college on RFID’s failed promise to deliver a walk-away checkout experience, and Amazon finally made it possible. After reading my co-blog writer’s experience in the Amazon Go store I had to check it out for myself and was excited for it. All my friend’s pictures were of long lines, but thankfully I am a morning person and there was no line when I got there. My goal was to pretend I had no idea what it was or how it worked. My experience overall was good, with the exception of the on-boarding process. I was greeted with a condescending “oh, you don’t have the app?” and was asked to stay aside. My T-Mobile reception was very poor so it took me a bit to get started. Once I downloaded the app and signed into my Amazon account everything was smooth. Mission accomplished! In this post, I’m not going to talk about the actual store (Ivan did a great job already) but about the implications of the first tangible and successful AI automated store.

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Exterior of the Amazon Go store

Automation has always been part of our history. Automation has helped us evolve into the society we have now. Such as, automating how we grow and crop food so we can have a good food supply, the industrial revolution to make things faster and cheaper, the assembly line to make them even faster and cheaper, and finally computers to automate processes and tasks. Now, AI is here and it will automate all of our productivity.

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I experienced the future of retail: Amazon Go

The craziest thing I’ve seen is someone who came in dressed in a Pikachu costume“, said an Amazon employee while she handed me a promotional bag with the Amazon Go logo on one side and the text ‘good food fast’ on the other.

I arrived at the new store in downtown Seattle around 7:20 pm and was surprised to see the line of people still reached the end of the block. It had been a cold day in Seattle but that didn’t discourage the hundreds of people who came to see the ‘magical’ store on day 0. I didn’t use the term ‘magical’ lightly here: the experience was truly unique and it felt too good to be true. Amazon Go is probably the store with more sensors on the planet right now, and it is intimidating:

The ceiling of the Amazon Go store

Each of those boxes on the ceiling are cameras connected to deep learning algorithms that analyze every move you make: which aisle you walk through, what items you grab to read and then return to the shelf, what items you put in your pockets or bag… everything to ensure you only get charged for what you take home. But also, everything to ensure your shopping pattern is studied and well understood. Maybe not today, but it’s the inevitable next step and the ultimate dream for any retail store: to know what their customers like and the type of advertisements that will work best on them.

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