• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
TechAI

Bill Gates says the winner of the A.I. race will be whoever creates a personal assistant—and it’ll spell the end for Amazon

Eleanor Pringle
By
Eleanor Pringle
Eleanor Pringle
Senior Reporter, Economics and Markets
Down Arrow Button Icon
Eleanor Pringle
By
Eleanor Pringle
Eleanor Pringle
Senior Reporter, Economics and Markets
Down Arrow Button Icon
May 23, 2023, 6:55 AM ET
Bill Gates, Microsoft's founder, on stage at an event in Washington.
Billionaire philanthropist Bill Gates believes whoever creates the first personal agent that is taken up by consumers will win the A.I. race—but it’s bad news for Amazon.Alex Wong—Getty Images

The Microsoft founder has called time on Amazon’s business as we know it—saying A.I. will make the e-commerce giant obsolete.

Recommended Video

Billionaire philanthropist Gates added the developer destined to win the artificial intelligence race will be the one which manages to create a personal agent that can perform certain tasks to save users time.

“Whoever wins the personal agent, that’s the big thing, because you will never go to a search site again, you will never go to a productivity site, you’ll never go to Amazon again,” he explained.

This isn’t the first time that Gates has voiced his hypothesis about A.I. being used for personal agent duties.

In March, Gates theorized that services like large language models will be increasingly deployed as copilots to their human counterparts, or as he puts it: “like having a white-collar worker available to you.”

Exactly what that personal agent will do remains unclear—however, speaking on Monday during a Goldman Sachs and SV Angel event in San Francisco, Gates suggested A.I. copilots will “read the stuff you don’t have time to read” among other tasks.

The company to release such a model remains to be seen, with Gates expecting the winner to be a toss-up between an established player in Big Tech or a newcomer.

“I’d be disappointed if Microsoft didn’t come in there,” Gates said. “But I’m impressed with a couple of startups, including Inflection.”

Gates was referring to Inflection.AI—a company launched by DeepMind cofounder Mustafa Suleyman—which aims to “make personal A.I.s for every person in the world.”

Microsoft is certainly backing itself as the winner of the A.I. race, having invested $13 billion into OpenAI and integrated its newly relaunched Bing powered with ChatGPT services.

Likewise, Amazon doesn’t see itself as being out of the game, after CEO Andy Jassy told shareholders in a letter that the technology was a “big deal” to the company.

Generative A.I. and the large language models (LLMs) that power it are “core to setting Amazon up to invent in every area of our business for many decades to come,” Jassy wrote in the letter.

Amazon did not immediately respond to Fortune’s request for comment.

When are we getting these ‘copilots’?

With companies sprinting to lead the A.I. pack, it’s not clear when a winner will emerge—and who it will be.

So consumers might be waiting a while before a convenient sidekick is available to them, Gates said, adding, until then, organizations will continue embedding existing generative A.I. technologies into their own products.

That’s before an additional delay may need to be factored in for regulation to be put in place, with tech leaders like Tesla’s Elon Musk and Apple cofounder Steve Wozniak signing an open letter asking for a six-month ban on the development of the technology until guardrails are put in place.

Sam Altman, founder of OpenAI, has also called for regulation—though he didn’t sign the open letter calling for a pause.

Gates similarly demurred, saying a ban wouldn’t solve any of the challenges facing humanity, because a global approach is unachievable.

Although Gates has consistently pointed out the dangers of A.I. should it be misused, he has also highlighted the positive outcomes the technology could bring to humanity.

He repeated such beliefs again this week, saying he hopes to see the technology deployed to improve drug development and improve the sector overall—despite warnings from the World Health Organization that bias could be built into drug trials if the technology is not adequately monitored and reviewed.

The cofounder of the Bill & Melinda Gates Foundation added that LLMs, which can create compelling text, will impact white-collar workers, a theory supported by Goldman Sachs, which forecasted 300 million jobs will be lost or degraded by the technology.

Meanwhile, blue-collar workers stand to be pushed out of the workforce by robotics, Gates mused, saying that robot humanoids of the future will be cheaper than their human counterparts.

Join us at the Fortune Workplace Innovation Summit May 19–20, 2026, in Atlanta. The next era of workplace innovation is here—and the old playbook is being rewritten. At this exclusive, high-energy event, the world’s most innovative leaders will convene to explore how AI, humanity, and strategy converge to redefine, again, the future of work. Register now.
About the Author
Eleanor Pringle
By Eleanor PringleSenior Reporter, Economics and Markets
LinkedIn icon

Eleanor Pringle is an award-winning senior reporter at Fortune covering news, the economy, and personal finance. Eleanor previously worked as a business correspondent and news editor in regional news in the U.K. She completed her journalism training with the Press Association after earning a degree from the University of East Anglia.

See full bioRight Arrow Button Icon

Latest in Tech

Sarandos
Arts & EntertainmentM&A
It’s a sequel, it’s a remake, it’s a reboot: Lawyers grow wistful for old corporate rumbles as Paramount, Netflix fight for Warner
By Nick LichtenbergDecember 13, 2025
3 hours ago
Oracle chairman of the board and chief technology officer Larry Ellison delivers a keynote address during the 2019 Oracle OpenWorld on September 16, 2019 in San Francisco, California.
AIOracle
Oracle’s collapsing stock shows the AI boom is running into two hard limits: physics and debt markets
By Eva RoytburgDecember 13, 2025
4 hours ago
robots
InnovationRobots
‘The question is really just how long it will take’: Over 2,000 gather at Humanoids Summit to meet the robots who may take their jobs someday
By Matt O'Brien and The Associated PressDecember 12, 2025
17 hours ago
Man about to go into police vehicle
CryptoCryptocurrency
Judge tells notorious crypto scammer ‘you have been bitten by the crypto bug’ in handing down 15 year sentence 
By Carlos GarciaDecember 12, 2025
18 hours ago
three men in suits, one gesturing
AIBrainstorm AI
The fastest athletes in the world can botch a baton pass if trust isn’t there—and the same is true of AI, Blackbaud exec says
By Amanda GerutDecember 12, 2025
19 hours ago
Brainstorm AI panel
AIBrainstorm AI
Creative workers won’t be replaced by AI—but their roles will change to become ‘directors’ managing AI agents, executives say
By Beatrice NolanDecember 12, 2025
19 hours ago

Most Popular

placeholder alt text
Economy
Tariffs are taxes and they were used to finance the federal government until the 1913 income tax. A top economist breaks it down
By Kent JonesDecember 12, 2025
1 day ago
placeholder alt text
Success
Apple cofounder Ronald Wayne sold his 10% stake for $800 in 1976—today it’d be worth up to $400 billion
By Preston ForeDecember 12, 2025
23 hours ago
placeholder alt text
Success
40% of Stanford undergrads receive disability accommodations—but it’s become a college-wide phenomenon as Gen Z try to succeed in the current climate
By Preston ForeDecember 12, 2025
22 hours ago
placeholder alt text
Economy
For the first time since Trump’s tariff rollout, import tax revenue has fallen, threatening his lofty plans to slash the $38 trillion national debt
By Sasha RogelbergDecember 12, 2025
18 hours ago
placeholder alt text
Economy
The Fed just ‘Trump-proofed’ itself with a unanimous move to preempt a potential leadership shake-up
By Jason MaDecember 12, 2025
17 hours ago
placeholder alt text
Success
At 18, doctors gave him three hours to live. He played video games from his hospital bed—and now, he’s built a $10 million-a-year video game studio
By Preston ForeDecember 10, 2025
3 days ago
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.