HC3152 E-Business: Individual Assignment Report on Amazon AI

This individual assignment report examines the application of Artificial Intelligence (AI) within Amazon Australia's e-business operations. The report begins with an introduction to AI's impact on e-commerce, highlighting its role in enhancing user experience and driving sales. It then delves into Amazon Australia's current operational principles, including customer obsession, innovation, and long-term thinking. The core of the report focuses on the importance of AI for Amazon Australia's survival, particularly the use of machine learning to optimize logistics, predict future outcomes, and personalize customer interactions. The report explores specific AI applications such as image and video classification, speech recognition, and natural language understanding. The report concludes with recommendations for further enhancing Amazon Australia's effectiveness through internet technologies. This assignment was completed as part of the HC3152 E-Business Applications course.

Bachelor of Business / Bachelor of Professional Accounting
Assignment Cover Sheet
Subject E-Business Applications
Subject Code HC 3152
Lecturer Sudhir Lad
Assignment Title Individual Assignment Report
Due date Week 11, Saturday, 30 September 2017 11.59pm
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Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
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Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

Table of Contents
Introduction...............................................................................................................................2
Body............................................................................................................................................3
Current Operation..................................................................................................................3
Importance of Artificial Intelligence for survival....................................................................4
Use of AI in Amazon Australia................................................................................................6
Conclusion..................................................................................................................................7
Recommendations.....................................................................................................................8
References..................................................................................................................................9
Bibliography.............................................................................................................................10
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

Introduction
AI or Artificial Intelligence is considered to be one of the current topics in this particular world
which has been greatly altering (Huang and Rust 2018). It has been observed that the particular type of
marketing which is done manually or rather e-commerce has greatly taken up the prospect of the
business to a full new higher level by the utilisation of the specific technology of AI. This particular
advancement has been observed to be such a great extent that all the various speakers are talking, the
vendors are hugely selling and ultimately e-commerce is increasing at a very high rate. The specific
experience of the users and the performance of a specific brand are observed to be greatly getting a
kind of equilibrium because the particular technology of AI is altering various patterns of working which
is tedious (Madumal et al. 2018). There are a number of various retailers as well as start-ups in the
digital world which have been all possible because of particularly enabling the technology of AI in their
respective enterprise or rather organization. AI has been considered to be one of the rapidly succeeding
breakthroughs of technology because of various solutions which are smart that possess with the
specific capability of entirely transferring the industry of e-commerce. The main aim of the study is
based upon the specific e-commerce business of the Amazon Australia. The study will be comprising of
the discussion regarding the recent operation of the e-business of Amazon Australia. It will be followed
by showing the huge importance the technology of AI for the letting the entire business survive. All the
various ways will be well depicted within the study showing how the technology of AI is utilised in the
Amazon Australia. Lastly, there is a conclusion and a recommendation which will be depicting some of
the recommendations how Amazon Australia can become much more effective by the utilisation of
various technologies of the internet. It can be easily said that the specific industry of e-commerce has
been hugely booming greatly like never before because of the introduction of the specific technology
named AI. With the utilisation of AI, the industry has been hugely witnessing a form which is fully
redefined which will be greatly taking up a number of various customers to a full new kind of level of
specific experience. It has been well known that AI is basically the technology which is greatly promising
possessing with the capability of bringing in a specific kind of shift in the paradigm in the specific
industry of e-commerce. In the earlier times, it has been noticed that there is a limited personalization
in the particular industry of e-commerce. But, after the special kind of combination of AI as well as the
technology of machine learning has helped a lot in taking it to a specific kind of new level. This has been
well noticed in the services provided by Amazon Australia and people must have greatly experienced it.
Body
Current Operation
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

The current operation of Amazon Australia depicts that there are basically four different
principles upon which it is working which will be involving the obsession of the customers rather the
focus upon the customers, nurturing a specific kind of huge passion for the purpose of intervention,
maintaining a particular kind of beautiful commitment for the excellence which is highly operational
and lastly the huge focus upon the thinking which is long termed.
Whenever there is any kind of innovation or rather building, Amazon Australia is observed to be
starting with all the customers and then start working backwards. It works enthusiastically for earning
as well as keeping up with the trust of the various customers (Sheppard 2017). Even though the
company has been observed to be paying attention towards various competitors, Amazon Australia is
greatly obsessed over mainly the customers (Shank 2016). Actually Amazon Australia has been gaining
the energy from this obsession and they have been wanting to perform their best for doing the best for
all of the various customers of the e-commerce business. It has been noticed that after each and every
meeting and even in the middle of each of every decision which will is made by the Amazon Australia,
there is one particular person which has been observed to be always present which is the “customer”.
They well know that they have been greatly advocate all of their potential customers for earning their
respective trust and this is actually driving the huge ambition which is relentless for the constant
improvement of the experience of the customers (Incerti 2017). On the other hand, it has been well
observed that Amazon Australia has been inventing a lot for all of its various customers. They have
been hugely fostering a huge innovation culture as well as specific kinds of inventions within the
particular business and will always be searching for various kinds of ways for simplifying it. Amazon
Australia has been well looking for a number of different kinds of full new ideas from several areas.
Amazon Australia has been observed to be maintaining a kind of focus which is totally relentless on
possessing a number of various effective as well as efficient operations for the improvement of the
specific quality of the infrastructure which is digital. This e-commerce business has also been well seen
to be well focussing upon the improvement of all of its various products as well as services for better
serving of all the stakeholders of Amazon Australia starting from all of its products to that of the
employees, suppliers, communities, vendors as well as several partners. Lastly, it can be said that
thinking for a long-term is the main value which will be well cemented in the history of Amazon
Australia and this particular e-commerce business will be measuring itself in the particular terms of all
the various metrics which will be customer-centric over a great run. This will be involving the
satisfaction of the customers which is the specific degree to which all the consumers will be continuing
their purchasing from Amazon Australia on a repeating basis and the strength of the brand (West,
Clifford and Atkinson 2018). Amazon Australia is investing a lot for the long term and will be
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

continuously refining as well as improving all of the various offerings which will be entirely based upon
the feedback of the customers.
Importance of Artificial Intelligence for survival
Amazon Australia has been observed to be building a lot of most of its specific business on the
particular systems which have been based upon the technology of machine learning. It can be said that
without machine learning, Amazon Australia cannot be able to grow the business of it or rather
enhance the experience of the customers. Without the technology of AI, it may be becoming very much
difficult for this e-business to properly optimize the speed of logistics as well as the quality (Bragilevsky
and Bajić 2017). Amazon Australia has been observed to have started Amazon Web Service for allowing
various other business to properly enjoy the similar infrastructure of IT with the specific kind of agility
as well as benefits of cost and the Amazon Australia has now been continuing towards democratizing
the technologies of machine learning towards the hands of each and every businesses. The specific
structure of the development teams of Amazon Australia and the specific focus of it on the concept of
machine learning for solving tough business problems which will be pragmatic is actually driving
Amazon Australia and the AWS towards the development of powerful tools of machine learning as well
as services (Adadi and Berrada 2018). Machine learning has been observed to be greatly utilised for
predicting various outcomes of the nearer future which will be based upon the data which will be
historical. Certain kinds of predictions can be helping a lot for allowing better decisions for business,
better experience of the personal users and the potential for the reduction of the expense the retention
of the customers. MI will be helping a lot in the proper prediction of various outcomes of the nearer
future which will be based upon various trends of past as well as transactions (Agrawal, Gans and
Goldfarb 2018). Within the concept of Artificial Intelligence, the specific strength of the deep learning
stems from the specific system which possess with the capability of identifying a number of various
relationships rather than all the various humans which can be able to practically code in that of the
software or rather any kinds of relationships which humans may not at all become capable of perceiving
it. There are certain use cases which can be very much helpful for understanding involving the
classification of video and image, recognition of speech and understanding of natural language.
Classification of image and video: The neural networks which are convolutional can out-perform a
number of humans on various tasks of vision involving the classification of object and there are a
number of services of storage of photos which will be involving the recognition of face which is driven
by Deep Learning. This is mainly central to the Amazon Prime Photos and the Amazon’s Firefly Service.
Recognition of speech: Amazon Alexa and some other assistants which are virtual are specially
designed for the recognition of a specific request and then finally return a particular response.
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

Understanding of natural language: The processing of natural language great seeks towards teaching
the system for properly understanding the specific tone and the context. This is really a field which has
been growing because Amazon Australia mostly seeks for automating the service of the customers with
either voice or rather bots of text as noticed to be utilised by Amazon Lex.
Use of AI in Amazon Australia
It has been observed that there are a number of e-business benefits which has been brought up
by the technology of Artificial Intelligence for Amazon Australia. AI is mainly a field of the computer
science which is hugely dedicated towards solving a number of problems which are cognitive that is
mainly associated with the intelligence of human like solving problems, recognition of pattern and
learning. AI has been becoming smarter and it is learning a lot from the incremented data of everyday.
The business of Amazon Australia has been generating this specific fuel for the proper solution of both
machine learning as well as deep learning. Amazon Australia has been taking up this technology of
Artificial Intelligence for trying to reduce the costs of operation, incrementing the efficiency, growth in
the revenue and also for the improvement of the experience of the customers. For a number of various
advantages, the business of Amazon Australia has been looking forward for putting a wide range of a
number of various smart technologies involving machine learning, processing of natural language and
so on into all of their procedures as well as products. By the proper deployment of the correct
technology of AI, Amazon Australia will be able to greatly gain the capability of:
1. Saving enough time as well as money for both the automation as well as the optimisation of the
procedure of the routine.
2. Incrementing the productivity as well as the efficiencies of the operations.
3. Making rapid decisions of business which will be greatly based upon the outputs from various
technologies which are cognitive.
4. Avoiding mistakes as well as errors of human depending upon the appropriate setup of the systems
of AI.
5. Utilising insight for predicting the preferences of the customers as well as for offering all of them in
a better experience data for generating a number of leads of quality and also for growing the base
of the customers.
6. Incrementing the revenue by the identification as well as maximisation of various opportunities of
sales.
7. Growing the expertise by directly enabling the analysis as well as by properly offering a proper
advice as well as support.
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

Hence, it can be said that AI is very much useful for Amazon Australia. It has been observed that
the actual force which is driving for the utilisation of AI within the business is nothing but the
competitive advantage. AI is basically a technology which has been greatly emerging and it is hugely
altering at a very fast pace.
Conclusion
It can be concluded that AI is really on a great rise within the specific business of Amazon
Australia. However, it has also been noticed that it is also still far apart from being entirely perfect.
Amazon Australia must be continuing towards the improvement of all of their various tools of AI for the
properly matching with the various kinds of demands of the market. They must also be well partnering
up with various other companies for specifically merging with all of their various competencies in the
technology of AI and also for the creation of a number of various solutions which will be much more
sophisticated. It can be believed that AI in the particular business of Amazon Australia will be hugely
impacting upon all the various transactions, retention of the customers, efficiency and a lot more.
Artificial Intelligence is greatly altering the specific way customers are buying as well as selling on the
internet. It has been observed that there are a number of various kinds of advantages which have been
brought up by the technology of AI for the Amazon Australia. Some of them will be involving the visual
search which is particularly customer centric, improvement of the process of sales, offering with the full
new level of the personalization, providing assistants which are virtual, improvement in the number of
recommendations for all the various customers and also filtering of reviews which are fake. It also
possess with capability of including the automation. Hence, it can be well said there are a number of
benefits which have been brought up by the technology of AI to Amazon Australia.
Recommendations
However, apart from all the advantages, it has to be remembered that the utilisation of AI must
be done in a proper way. There may be a number of barriers during the implementation of AI which will
be involving data availability and shortage of skills. It has been observed that sometimes there is a huge
lack in the availability of appropriate technical staffs possessing huge experience as well as training
which is very much essential for the proper deployment of AI. Hence, there must be proper team of
experienced staffs for the proper implementation of AI in the business. On the other hand, it has also
been observed that data is very often siloed or rather inconsistent which may be hugely presenting a
number of challenges for the specific business of Amazon which wants to create a great value from the
technology of AI. It has also been noticed that cost is some other consideration as business may often
lack various skills or may be totally unfamiliar with the technology of AI and here comes a number of
challenges related to cost as well as maintenance. There may be a number of challenges as described
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

above, but the e-commerce business must be implementing the technology of AI by keeping all of these
in mind for the bringing in a number of benefits of AI.
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

References
Adadi, A. and Berrada, M., 2018. Peeking inside the black-box: A survey on Explainable Artificial
Intelligence (XAI). IEEE Access, 6, pp.52138-52160.
Agrawal, A., Gans, J. and Goldfarb, A., 2018. Prediction machines: the simple economics of artificial
intelligence. Harvard Business Press.
Bragilevsky, L. and Bajić, I.V., 2017, August. Deep learning for Amazon satellite image analysis. In 2017
IEEE Pacific Rim Conference on Communications, Computers and Signal Processing (PACRIM) (pp. 1-5).
IEEE.
Huang, M.H. and Rust, R.T., 2018. Artificial intelligence in service. Journal of Service Research, 21(2),
pp.155-172.
Incerti, F., 2017, March. Amazon Echo: Emerging technology for formal or informal learning?. In Society
for Information Technology & Teacher Education International Conference (pp. 1627-1633). Association
for the Advancement of Computing in Education (AACE).
Madumal, P., Miller, T., Vetere, F. and Sonenberg, L., 2018. Towards a grounded dialog model for
explainable artificial intelligence. arXiv preprint arXiv:1806.08055.
Shank, D.B., 2016. Using crowdsourcing websites for sociological research: The case of Amazon
Mechanical Turk. The American Sociologist, 47(1), pp.47-55.
West, A., Clifford, J. and Atkinson, D., 2018. " Alexa, build me a brand" An Investigation into the impact
of Artificial Intelligence on Branding. The Business & Management Review, 9(3), pp.321-330.
Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au

Bibliography
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Melbourne - 185 Spring Street, Melbourne Australia 3000, Telephone: [phone], Facsimile: [phone]
Sydney - Level 6, 91 York Street, Sydney Australia 2000, Telephone: + 61 2 9299 1400, Facsimile: [phone]
Holmes Commercial Colleges (Melbourne) Ltd ABN 50 005 085 585 Email: [e-mail] Website: www.holmes.edu.au