Don't Walk Out On A.I. Just Yet

Amazon's 'Just Walk Out' technology has revolutionized shopping convenience, but whispers suggest there might be more to it than meets the eye...

For years, shoppers have been able to walk into one of their Amazon Fresh grocery stores,  walk out, and never have to talk to a single person, or even check out. 

This feat was supposedly made possible solely using machine intelligence. 

Just Walk Out technology is made possible by artificial intelligence like computer vision and deep learning techniques, including generative AI, to accurately determine who took what in any retail environment. Amazon built synthetic datasets to mimic millions of realistic shopping scenarios – including variations in store format, lighting conditions, and even crowds of shoppers – to ensure accuracy in any environment. - via an Amazon Spokesperson

However, they just announced that they're removing technology from their stores and switching to smart shopping carts. 

Along with that announcement came rumors that the technology only worked due to a team of 1000 out of India. Apparently, this team was required to verify orders and correct the technology when it missed items. 

On the one hand, that seems like a classic case of overpromising and underdelivering, but it's also very common. Many public-facing AI systems rely on human moderators and data labelers. 

So why is Amazon being flogged in the media?

The problem for me is two-fold. 

First, Artificial Intelligence is at the peak of inflated expectations on Gartner's Hype Cycle. That means the average user has high hopes and is being disappointed. It also means the average user is likely overwhelmed with apps and technologies that fail to deliver on their promises. 

Second, transparency is the name of the game, especially in a black-box situation like most AI. The technology Amazon is creating is impressive—but they're also Amazon. Eyes are on them to be leaders, so when they fall short, it's a chance for naysayers to pile on. 

Public perception is likely to trend downward in the next news cycle, which is to be expected. After the peak of inflated expectations comes the trough of disillusionment. 

Regardless, AI will continue to become more capable, ubiquitous, and autonomous. The question is only how long until it affects your business and industry. 

While Amazon has "walked out" on that technology in its stores, it's not time to "walk out" on AI just yet. Numerous stores still use that or similar technologies.