UPDATE: Amazon’s Vice President of Product, Jamie Siminoff, has announced a groundbreaking policy that ties employee promotions directly to their use of artificial intelligence (AI). This urgent initiative signifies a dramatic shift in hiring and evaluation practices within Amazon’s home security division, which oversees the Ring, Blink, Key, and Sidewalk products.
In an interview with Business Insider earlier this week, Siminoff confirmed that all promotion applications will now require employees to detail their AI usage. The announcement comes amid a wave of layoffs, with Amazon recently cutting 14,000 jobs to reshape its corporate culture. However, Siminoff emphasized that this new focus on AI is not merely a response to these layoffs but a strategic move to enhance productivity.
“We’re going to promote based on how you’re integrating AI into your job,” Siminoff stated. “The promotion process is the only real incentive that I can give to a team, because that’s how they’re going to get paid.” His comments signal a clear message: those who leverage AI effectively will rise in the ranks.
Siminoff, who co-founded Ring and sold it to Amazon for over $1 billion in 2018, returned to Amazon in April 2025 after briefly leaving the company. Under his leadership, Ring has pivoted its focus toward enhancing crime-fighting capabilities and integrating advanced AI features into its product lineup.
As part of the hiring process, Siminoff is prioritizing candidates who actively use AI tools like ChatGPT and Gemini in their daily tasks. “AI in, AI out. It is like a broken record,” he remarked, stressing the importance of a proactive approach to AI among job applicants. He wants individuals who think about AI natively, rather than waiting for direction on its usage.
This strategic emphasis on AI could redefine career trajectories within Amazon, especially in the RBKS division, where innovation and technological integration are paramount. Siminoff’s approach aims to create a culture where AI becomes an integral part of everyday work processes.
“If you are creating more leverage for the company than everyone else, then yeah, that should be how you get promoted,” Siminoff said.
The implications of this policy are significant: as the tech landscape evolves, workers in Amazon’s home security division are now incentivized to enhance their AI skills to advance their careers. This move not only positions Amazon at the forefront of technological advancement but also sets a new standard for employee performance evaluation in the industry.
With AI technology rapidly advancing, the spotlight is now on Amazon’s home security division to lead the charge. Interested candidates and current employees alike must prepare to demonstrate their AI capabilities to thrive in this new environment. The question remains: will other divisions within Amazon adopt similar AI-centric evaluation strategies in the future?
As this story develops, stay tuned for updates on how this policy impacts hiring trends and employee morale at Amazon.
