The smartphone app as we know it may be headed for extinction, according to a top Amazon executive who believes artificial intelligence will fundamentally transform how people interact with technology. Panos Panay, who leads Amazon’s devices and services division, predicts that younger generations will abandon screen-based interactions in favor of “ambient intelligence” that operates invisibly in the background of daily life.
The “Doom Scrolling” Generation Seeks Escape
Speaking at the Fortune Brainstorm AI conference, Panay outlined a vision of computing that doesn’t require opening apps, tapping screens, or even looking at devices. Instead, AI assistants will anticipate needs and respond to natural requests, creating experiences where technology becomes essentially invisible to users.
Panay’s prediction rests on a behavioral shift he observes among younger technology users. The executive believes the current generation is growing weary of “doom scrolling,” the compulsive habit of endlessly browsing social media feeds filled with negative or distressing content.
“There’s a whole younger generation coming up that I think at some point they get tired of doom scrolling,” Panay said. “They’re going to just think differently. You’ve got to make sure you have products in their pockets, on their bodies, in their homes that they don’t expect… [but] expect to connect seamlessly.”
This fatigue with screen-based interaction, combined with generative AI’s capabilities, creates conditions for a fundamental shift in consumer technology. Rather than pulling out smartphones dozens of times daily to check apps, Panay envisions users simply speaking requests to devices that are always listening and ready to assist.
The observation aligns with growing concern about smartphone addiction and social media’s mental health impacts. Multiple studies have documented negative effects of excessive screen time, particularly among adolescents. If Panay’s assessment is correct, the same generation that grew up with smartphones may be the one to move beyond them.
Apps Disappearing, Not Improving
What makes Panay’s vision distinctive is his argument that the future isn’t about building better apps but about eliminating the app paradigm entirely. The traditional software model, where users open discrete applications to accomplish specific tasks, represents friction that AI can remove.
“It’s such a joy because there’s no opening a phone, opening the app, clicking, finding… none of it,” Panay explained. “You just ask the question and you get it back.”
This frictionless interaction model has been a goal of technology companies for years, but AI appears to finally make it practical. Instead of remembering which app handles which task, users simply state what they want in natural language. The AI assistant handles routing the request, retrieving information, and presenting results.
Amazon is actively working toward this future through its Alexa platform, which Panay oversees. The company has been incorporating more sophisticated AI capabilities into Alexa, moving beyond simple voice commands to more contextual, conversational interactions.
The Mystery Form Factor
Despite his confident predictions about ambient intelligence, Panay acknowledged that the ideal hardware for this vision hasn’t yet been created. When asked about the future of AI devices, he suggested Amazon is actively experimenting with possibilities.
“I don’t think we’ve seen the next form factor yet on where AI devices are going to go,” Panay said, adding that Amazon maintains a “lab full of ideas” exploring different approaches.
This admission is intriguing given rumors about competing efforts. OpenAI is reportedly developing AI hardware in partnership with legendary Apple designer Jony Ive, whose track record includes defining the modern smartphone with the iPhone. That project, if it materializes, could challenge Amazon’s position in consumer AI hardware.
When asked about potential competitors, Panay pointed to Amazon’s existing wearable products, including Echo Frames smart glasses and various earbud models. These devices represent early attempts at always-available AI assistants that don’t require pulling out a phone.
“I think you’re going to want your assistant with you everywhere you go,” Panay said, suggesting that wearable form factors may play a central role in the ambient intelligence future.
Privacy as Non-Negotiable Foundation
Always-listening, always-available AI assistants immediately raise privacy concerns. Panay addressed these worries directly, emphasizing that security and privacy protection represent non-negotiable requirements for Amazon’s devices.
“I feel like it’s a contract with our customers, period,” Panay stated. “We break that contract, we lose our customers.”
This acknowledgment reflects lessons learned from past controversies. Amazon has faced criticism over Alexa’s data collection practices, including revelations that human reviewers listened to voice recordings to improve the system. The company has since implemented stronger privacy controls and transparency measures.
For ambient intelligence to succeed, companies must solve the fundamental tension between useful AI that understands context and user privacy that protects sensitive information. Systems need access to personal data to provide helpful, personalized assistance, but that same data access creates security and privacy risks.
Google has grappled with similar challenges in its AI efforts, as has Apple, which has emphasized on-device processing to minimize data sharing. How Amazon balances these competing demands will significantly influence whether consumers embrace its ambient intelligence vision.
Skepticism About Timeline and Adoption
While Panay’s vision is compelling, several factors could slow or prevent its realization. Voice interaction, despite years of availability through Alexa, Siri, and Google Assistant, hasn’t replaced visual interfaces for most tasks. Many users find voice commands awkward in public spaces or imprecise for complex requests.
The persistence of smartphones and apps suggests these technologies address real user needs that ambient intelligence might struggle to replace. Visual interfaces excel at presenting multiple options, allowing quick scanning of information, and supporting precise manipulation of content. Voice-only interaction can feel limiting for tasks like photo editing, spreadsheet work, or detailed reading.
Additionally, the “younger generation” Panay references still represents a minority of technology consumers. The vast majority of smartphone users show little sign of abandoning their devices. App downloads and screen time continue growing globally, suggesting that doom scrolling fatigue hasn’t yet translated into behavioral change at scale.
The Broader Industry Context
Panay’s comments reflect broader industry excitement about AI’s potential to transform consumer technology. Multiple companies are racing to develop AI-powered devices and services, betting that conversational interfaces will replace today’s graphical user interfaces.
The competition includes established players like Google and Apple alongside challengers like OpenAI and Anthropic. Each company brings different strengths, whether Amazon’s voice assistant leadership, Google’s search and AI expertise, or Apple’s hardware design capabilities.
The outcome will likely involve multiple form factors and interaction models coexisting rather than a single winner emerging. Just as smartphones didn’t eliminate computers but rather complemented them, ambient AI assistants may augment rather than replace screen-based devices.
What Ambient Intelligence Really Means
Panay’s “ambient intelligence” concept envisions technology that anticipates needs, responds naturally, and operates unobtrusively. Instead of users adapting to technology’s constraints, technology adapts to human preferences and contexts.
This requires AI systems that understand context, remember preferences, and make intelligent decisions about when to interrupt users versus operating silently. It demands seamless integration across devices, so assistance follows users wherever they go. And it necessitates reliability, because technology that’s supposed to disappear into the background becomes extremely frustrating when it fails.
Whether Amazon or its competitors can deliver on this vision remains uncertain. What seems clear is that major technology companies believe AI creates opportunities to fundamentally reimagine how people interact with computing. Panay’s predictions may prove prescient or premature, but they illuminate where industry leaders think technology is heading and why they’re investing billions to get there first.
