In a significant prediction about the trajectory of consumer technology, Panos Panay, the head of devices and services at Amazon, has forecasted a major shift away from the screens that dominate our lives today. Speaking at the Fortune Brainstorm AI conference, the executive suggested that the current era of smartphones and apps is nearing a tipping point, driven by the fatigue of social media and the rapid rise of generative artificial intelligence.
The Rise of Ambient Intelligence
Panay believes the next generation of users, weary of constant "doom scrolling" through endless feeds, will gravitate towards a "screenless" experience defined by what he calls "ambient intelligence." In this envisioned future, technology will fade seamlessly into the background of daily life. "There's a whole younger generation coming up that I think at some point they get tired of doom scrolling," Panay observed. He added that this cohort will think differently, expecting technology to be effortlessly integrated into their pockets, on their bodies, and in their homes, connecting without friction.
Beyond Apps: The Disappearing Interface
According to Panay, the future of AI is not about creating a better app but about making the app experience vanish altogether. He described the ideal interaction as one where there is no need to open a phone, launch an application, or click through menus. "It's such a joy because there's no opening a phone, opening the app, clicking, finding… none of it. You just ask the question and you get it back," he explained. This vision underscores a move from proactive, screen-based commands to passive, context-aware assistance.
Amazon's Vision and the Competitive Landscape
Panay revealed that Amazon is actively working towards this ambient future by enhancing its Alexa voice assistant across its product ecosystem. However, he suggested that the ultimate form factor for a mainstream AI assistant has not yet been realized. "I don't think we've seen the next form factor yet on where AI devices are going to go," he stated, noting that Amazon maintains a "lab full of ideas" exploring this frontier.
When addressing potential competition, such as rumoured AI hardware projects from OpenAI and designer Jony Ive, Panay pointed to Amazon's existing portfolio of wearable devices like Echo Frames and earbuds. He emphasized the importance of having an assistant available everywhere. "I think you're going to want your assistant with you everywhere you go," he said.
On the critical issue of security and privacy in this always-on, ambient world, Panay was unequivocal. He framed it as a non-negotiable pact with customers. "I feel like it's a contract with our customers, period. We break that contract, we lose our customers," he stressed, highlighting the foundational trust required for such pervasive technology to be adopted.
