As European policymakers debate the impact of artificial intelligence on labour markets, Amazon’s operations across the continent offer a concrete example of how automation and workforce development can evolve in tandem. At a recent event in London, Delivering the Future, the company unveiled new robotics systems, AI-powered tools, and workforce initiatives, alongside a commitment to invest more than €10 billion in its European fulfilment network and create 25,000 jobs in the region over the coming years.
Technology and People: A Connected Strategy
Amazon executives speaking to Euronews described Europe not merely as a testing ground for emerging technologies, but as a proving ground for new approaches to workforce transition. “We think of people and technology as two very interconnected things,” said Mariangela Marseglia, Vice President of European Stores for Amazon. “We are investing a lot to provide our people with the right skills to work in this new advanced environment.”
The company has invested more than €60 billion in Europe and supports over 1.5 million jobs across the continent in 2025. To help workers adapt, Amazon recently announced a $1 billion (€867 million) investment in its global Career Choice programme by 2030, part of its wider Future Ready commitment. The programme has served approximately 750,000 employees to date, offering qualifications in fields such as technology, renewable energy, and data analytics. “Career Choice is our upskilling programme for hourly employees,” said Marseglia. “We pay tuition fees for them to undertake training in areas that are highly in demand.”
Amazon also plans to double participation in Career Choice in the UK and expand its Supported Internship programme, aiming to help more than 1,000 young people with learning disabilities and autism access employment by 2030.
How Automation Is Changing Warehouse Work
At Amazon’s LCY3 fulfilment centre in Dartford, England, employees process up to four million items each week, but many physically demanding tasks are increasingly supported by technology. Autonomous systems move inventory around the building, while workers oversee operations, solve exceptions, and coordinate workflows. According to Amazon, more than 700 new job categories have been created since robotics were first introduced, including roles in robotics maintenance, systems monitoring, engineering support, and data analysis.
Armin Cossmann, Vice President of Operations for Europe, emphasised that the goal is not to replace workers but to make work safer and less physically demanding. “It means that we’re going to help them do their jobs faster, more efficiently and more ergonomically,” he said. “This new technology is not going to put jobs at risk. It’s going to help us hire more people.”
From Warehouse Floor to Robotics Rollout
Among the technologies showcased was the next generation of Proteus, a heavy-lifting autonomous robot that operates via conversational prompts, to be deployed in Europe early next year. “The new generation of Proteus is using more AI,” said Cossmann. “Employees can use this new Proteus device to communicate with them. It reacts to natural language.” Amazon also demonstrated Vulcan, a robotic arm equipped with a sense of touch that handles complex inventory tasks.
Perhaps the clearest expression of Amazon’s innovation strategy is STARK. First piloted in Barcelona after an employee identified a repetitive lifting task, the system automates the transfer of goods from conveyor belts to carts, reducing physical demands on workers who continue to oversee operations. Amazon plans to expand STARK to 15 European sites by 2027, freeing up workers to focus on tasks requiring judgement, problem-solving, and technical skills. “Since the beginning, our intention was always to get the ideas from our employees, to listen, and to implement them,” said Cossmann.
For Europe, projects such as STARK offer a case study in how worker participation can shape technology deployment — moving from warehouse floors in Barcelona to wider policy conversations about the future of work. This approach reflects a broader view: rather than treating automation as a trade-off between efficiency and employment, Amazon argues that deployment, training, and worker involvement need to happen in parallel.
Investing in European Talent
While robots captured attention at Delivering the Future, Amazon’s broader message was that investing in technology also means investing in people. As automation reshapes logistics and fulfilment, the company contends that Europe’s competitive edge will depend not only on developing new technologies, but on creating models for deployment that combine automation, worker participation, and investment in skills. With billions of euros committed to infrastructure, new technologies, and training programmes across the continent, Amazon is positioning its European operations as an example of how automation can drive productivity while creating opportunities for workers.
For readers interested in broader European energy and infrastructure trends, see our coverage of solar fences gaining traction across Europe and EV charging costs and density varying widely across Europe.
