Part 4/11:
Public Relations and Strategic Language
Interestingly, Amazon appears aware of potential backlash regarding job displacement. The company reportedly prefers to describe its automation initiatives using softer terminology such as "advanced technology" rather than directly referencing AI or automation. This strategic language aims to mitigate public concern and soften the narrative surrounding job cuts.
Furthermore, Amazon has pledged to upskill 700,000 employees in areas related to engineering, robotics, and automation. While this is a positive step towards workforce adaptation, it raises questions about whether older or lower-skilled workers can transition into these more technical roles, especially given the speed at which change is occurring.