Candi Castleberry: Pioneering Inclusive Technology at Amazon and Beyond
Candi Castleberry: Shaping the Future with Inclusive Technology
Imagine being tasked with packaging an Echo Frames device for global distribution. How do you ensure that visually impaired customers have an accessible experience right from the moment they open the package? This is just one example of the challenges that Candi Castleberry, Amazon’s Vice President of Inclusive eXperiences and Technology, is tackling head-on.
Building Inclusive Experiences at Amazon
Castleberry’s mission at Amazon is to ensure a fair and inclusive experience for each of the company’s hundreds of millions of customers. Her team collaborates with various business units to maximize inclusiveness across 62 countries. Unlike many companies where engineers solely focus on product development, Amazon is embedding inclusion technology within its operations, setting a benchmark for organizations worldwide.
The Role of AI in Inclusive Technology
“Generative AI is here, and it is the future,” Castleberry asserts. She views AI not as a threat but as a crucial tool for driving change. Amazon’s scale and resources provide a unique opportunity to embed inclusivity in a vast array of products and experiences. The company’s commitment to inclusivity is evident in its investment in Inclusive eXperiences and Technology (IXT), aimed at creating accessible and equitable experiences through technology.
From Bolted On to Born Inclusive
Castleberry’s work at Amazon is the culmination of a theory she developed nearly two decades ago. She pioneered the shift from “bolted on” inclusivity, which involves adding programs to existing systems, to “built in” inclusivity, where mechanisms are integrated into products to prevent inequitable outcomes. At Amazon, this has evolved into “born inclusive” products, where equity and inclusion are designed into the architecture from the start.
Amazon as a Model for Global Inclusivity
Castleberry envisions Amazon as a laboratory for developing a flexible and adaptable model that other organizations can adopt. She believes that as machine learning becomes the norm, companies must embrace inclusivity to avoid being left behind. “It’s been a tough time the last couple of years. The goal is for our work at Amazon to inspire the industry so they may avoid turning to bolted-on solutions,” she says.
Real-World Applications of Inclusive Technology
Inclusive technology at Amazon means creating products that are personalized not just to an individual’s browsing history but also to their culture and identities. This involves avoiding offensive color combinations or language and delivering targeted products that acknowledge the recipient’s identity and values. For example, Amazon’s partnership with companies providing broadband in remote areas can help small businesses in rural communities.
The Process of Delivering Inclusivity
To deliver on the promise of inclusivity, Castleberry’s team starts by asking, “What kind of cultural context do you need to build a product that serves a broader audience?” They partner with engineering teams to guide product development from ideation to ensure inclusive technology. This involves considering cultural nuances and accessibility needs that engineers might overlook.
For further insights into Amazon’s initiatives, you can visit their official About Amazon page.
