nFlux team photo
nFlux team members (left to right) Aditya Mukewar, Chenlei Zhang, Karthik Ramkumar, Adam Phillips, Falisha Kanji, Seyed Sajjadi*, Anton Safarevich*,  Natan Vargas,  Pulin Agrawal, Collin Miller*,  Danny Pena* (* indicates co-founder).
Credit: nFlux

3 questions with Seyed Sajjadi: How to utilize a video analytics platform to automate the process of learning

Sajjadi, a co-founder and CEO of Alexa Fund company nFlux.ai, explains how procedure monitoring can help humans, from astronauts to manufacturers, and even home cooks.

Editor’s Note: This interview is the latest installment within a series Amazon Science is publishing related to the science behind products and services from companies in which Amazon has invested. In 2019, the Alexa Fund first invested in nflux.ai, and then in 2020 participated in the company’s seed round.

In 2018, Seyed Sajjadi was pursuing a master’s degree in computer science at the University of Southern California (USC) when he decided to drop out and found nFlux.ai. While pursuing his master’s degree, he also was working as a project manager at the Systems Engineering Research Laboratory (SERL) research laboratory at California State University in Northridge, Calif.

At the University of Southern California, Seyed Sajjadi focused on the development of Sigma, a cognitive architecture and system. One outcome of the research was this paper, which Sajjadi coauthored with computer science professor Paul Rosenbloom and other USC collaborators.

At USC, Sajjadi was working as a member of the Cognitive/Virtual Human Architecture lab under computer science professor Paul Rosenbloom. There, he focused on the development of Sigma, a cognitive architecture and system that strives to combine what has been learned from four decades of independent work on symbolic cognitive architectures, probabilistic graphic models, and more recently neural models. One outcome of his research there was a paper, “Controlling Synthetic Characters in Simulation: A Case for Cognitive Architectures and Sigma”, which Sajjadi coauthored with Rosenbloom and other USC collaborators. The paper was accepted to the 2018 Interservice/Industry Training Simulation and Education Conference (I/ITSEC).

At SERL, Sajjadi led an interdisciplinary team of more than 90 engineers and human factors researchers focused on building the next generation of robotic search-and-rescue systems with artificial intelligence. It was here that Sajjadi and colleagues began thinking about forming nflux.ai, inspired, he says, by the fictional character J.A.R.V.I.S. (Just A Rather Very Intelligent System) from the Marvel Cinematic Universe film franchise, and a vision for how artificial intelligence systems can augment humans in positive ways.

Amazon Science asked Sajjadi three questions about the challenges of developing cognitive architectures, nFlux’s focus on imitation learning within the manufacturing sector, and how the company’s technology could eventually be relevant to Alexa customers at home.

Q. What is a video analytics platform, and how does it enable what you call procedure monitoring?

nFlux is the first intelligent video analytics platform that automates the process of learning and generating contextual insights from the unstructured data inside video footage. One of our goals is to pass a Turing test for video comprehension. Imagine there is a woman sitting at a desk looking at a video on her computer. We want to develop a video comprehension system that can answer any question about that video with the same level of comprehension as the woman.

Our first customer was NASA, and right now we’re working to build a system similar to HAL 9000, the fictional AI character in the Space Odyssey series. HAL 9000 is a general AI system that can mimic the way humans think, behave, and take actions. Ironically, Space Odyssey is centered around a deep-space mission. Today, if astronauts have a question, they call Houston, and someone at Johnson Space Center answers their questions. But as we embark on deep space missions, such as Mars, where there is a 40-minute delay in communication, that method of communication isn’t practical. So we want to provide an intelligent system on the spacecraft that can understand what the astronauts are doing and assist them by augmenting what they’re capable of doing on their own.

Seyed Sajjidi
Seyed Sajjadi

That’s what we refer to as procedure monitoring, which is the core of the innovation we’re developing. Our objective is imitation learning, or learning by demonstration. If an astronaut is performing a procedure, our objective is to capture that procedure via video with a minimum number of examples, say 10 or 15, which in machine learning is a tiny sample size. But from that small sample size we develop a computational model so that if another astronaut has to perform that same procedure in the future, we can track that. If in performing that procedure the astronaut deviates from the procedure, perhaps by missing a screw, our system can recognize that in real time and alert the astronaut.

That’s really the core of what we consider procedure monitoring, or the astronaut-assistant technology we’ve been developing. One of the keys to our video analytics platform is its ability to learn from a minimum number of videos. That’s significant.

But for those algorithms to infer from a small set of data, they are extracting basic signals from our base models.   This is possible since the agent can be augmented with prior semantic knowledge of key activities, such as tethering, drilling components, etc., and can recognize key components — objects, tools — of each step from synthetically generated data. This technique is inspired by the way humans ingest information as they watch a new procedure they have never seen before. We are capable of recognizing the key activity being performed even if we have not previously seen the objects/tools being used, and can deduce the steps required to successfully complete a procedure.

Q. How is nFlux technology being applied within the manufacturing sector?

Despite the perception that robots have taken over the manufacturing floor, seventy-two percent of manufacturing work is still done by humans. Six million people here in the United States go to work every day to perform a certain set of procedures. As that person on the manufacturing floor is doing her job, we can capture any deviations in real time.

Our system can be a virtual teacher or instructor helping train a new employee, or an existing employee who’s learning a new procedure. This is extremely valuable to manufacturers because it reduces production cycles. If they can train employees faster at their manufacturing facilities that translates into millions of dollars in manufacturing time. It also impacts the quality of their products. The better a manufacturer’s employees are trained, and the more standardized their procedures, the lower their defect rates. Those are two critical elements to any manufacturer.

Our technology also helps in capturing what we refer to as tribal knowledge.  In many complicated manufacturing environments, training can’t be provided on a piece of paper, instead you need a computational model derived from video of how the procedure is conducted properly. That computational model can help train new employees as they come on board, monitor their work to ensure they’re following procedures properly, and act as that intelligent assistant for your manufacturing workforce. nFlux isn’t designed to replace the workforce, it’s there to augment the work they’re doing. Ultimately, this reduces the amount of rework required to output high-quality products from that manufacturing plant

Q. The Alexa Fund is an investor. So how could your computational model be relevant to Alexa customers?

Echo Show stationed on a kitchen counter.
Imagine, says Sajjadi, that as you were cooking the Echo Show 10 was watching you and could alert you if you missed an ingredient. That, he says, would be an example of taking procuedure monitoring from the shop floor to the kitchen.

An Echo Show with a screen was first introduced in 2017, and since there have been subsequent generations, including the new Echo Show 10, which first became available earlier this year. These devices support multimodal experiences, providing Alexa greater context and an understanding with vision. These multimodal Echo devices tend to be in the kitchen and one of the most popular uses is for cooking, and following cooking instructions in real time. Imagine if as you were cooking the Echo Show 10 was watching you cook and alerted you if you missed adding an ingredient. That would be an example of taking procedure monitoring from the shop floor to the kitchen. 

Earlier this year, we were awarded another NASA contract to support the health of astronauts. This work is relevant to other Alexa healthcare-related scenarios. If you’re an elderly person living at home or within an assisted living facility, what if an nFlux application noticed that you didn’t take your pills at 9 a.m. as you are supposed to, and alerted you. Or what if you’re under your doctor’s orders to walk for five minutes every two hours. We could recognize that you haven’t been mobile in the past couple of hours, and remind you to walk. These are the kinds of consumer-facing scenarios that complement our commercial approach to procedure monitoring, and could be applied in the home. 

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Join the next revolution in robotics at Amazon's Frontier AI & Robotics team, where you'll work alongside world-renowned AI pioneers to push the boundaries of what's possible in robotic intelligence. As an Applied Scientist, you'll be at the forefront of developing breakthrough foundation models that enable robots to perceive, understand, and interact with the world in unprecedented ways. You'll drive independent research initiatives in areas such as perception, manipulation, scene understanding, sim2real transfer, multi-modal foundation models, and multi-task learning, designing novel algorithms that bridge the gap between state-of-the-art research and real-world deployment at Amazon scale. In this role, you'll balance innovative technical exploration with practical implementation, collaborating with platform teams to ensure your models and algorithms perform robustly in dynamic real-world environments. You'll have access to Amazon's vast computational resources, enabling you to tackle ambitious problems in areas like very large multi-modal robotic foundation models and efficient, promptable model architectures that can scale across diverse robotic applications. Key job responsibilities - Design and implement novel deep learning architectures that push the boundaries of what robots can understand and accomplish - Drive independent research initiatives in robotics foundation models, focusing on breakthrough approaches in perception, and manipulation, for example open-vocabulary panoptic scene understanding, scaling up multi-modal LLMs, sim2real/real2sim techniques, end-to-end vision-language-action models, efficient model inference, video tokenization - Lead technical projects from conceptualization through deployment, ensuring robust performance in production environments - Collaborate with platform teams to optimize and scale models for real-world applications - Contribute to the team's technical strategy and help shape our approach to next-generation robotics challenges A day in the life - Design and implement novel foundation model architectures, leveraging our extensive compute infrastructure to train and evaluate at scale - Collaborate with our world-class research team to solve complex technical challenges - Lead technical initiatives from conception to deployment, working closely with robotics engineers to integrate your solutions into production systems - Participate in technical discussions and brainstorming sessions with team leaders and fellow scientists - Leverage our massive compute cluster and extensive robotics infrastructure to rapidly prototype and validate new ideas - Transform theoretical insights into practical solutions that can handle the complexities of real-world robotics applications About the team At Frontier AI & Robotics, we're not just advancing robotics – we're reimagining it from the ground up. Our team is building the future of intelligent robotics through ground breaking foundation models and end-to-end learned systems. We tackle some of the most challenging problems in AI and robotics, from developing sophisticated perception systems to creating adaptive manipulation strategies that work in complex, real-world scenarios. What sets us apart is our unique combination of ambitious research vision and practical impact. We leverage Amazon's massive computational infrastructure and rich real-world datasets to train and deploy state-of-the-art foundation models. Our work spans the full spectrum of robotics intelligence – from multimodal perception using images, videos, and sensor data, to sophisticated manipulation strategies that can handle diverse real-world scenarios. We're building systems that don't just work in the lab, but scale to meet the demands of Amazon's global operations. Join us if you're excited about pushing the boundaries of what's possible in robotics, working with world-class researchers, and seeing your innovations deployed at unprecedented scale.
US, WA, Seattle
The Sponsored Products and Brands (SPB) team at Amazon Ads is transforming advertising through generative AI technologies. We help millions of customers discover products and engage with brands across Amazon.com and beyond. Our team combines human creativity with artificial intelligence to reinvent the entire advertising lifecycle—from ad creation and optimization to performance analysis and customer insights. We develop responsible AI technologies that balance advertiser needs, enhance shopping experiences, and strengthen the marketplace. Our team values innovation and tackles complex challenges that push the boundaries of what's possible with AI. Join us in shaping the future of advertising. Key job responsibilities This role will redesign how ads create personalized, relevant shopping experiences with customer value at the forefront. Key responsibilities include: - Design and develop solutions using GenAI, deep learning, multi-objective optimization and/or reinforcement learning to transform ad retrieval, auctions, whole-page relevance, and shopping experiences. - Partner with scientists, engineers, and product managers to build scalable, production-ready science solutions. - Apply industry advances in GenAI, Large Language Models (LLMs), and related fields to create innovative prototypes and concepts. - Improve the team's scientific and technical capabilities by implementing algorithms, methodologies, and infrastructure that enable rapid experimentation and scaling. - Mentor junior scientists and engineers to build a high-performing, collaborative team. A day in the life As an Applied Scientist on the Sponsored Products and Brands Off-Search team, you will contribute to the development in Generative AI (GenAI) and Large Language Models (LLMs) to revolutionize our advertising flow, backend optimization, and frontend shopping experiences. This is a rare opportunity to redefine how ads are retrieved, allocated, and/or experienced—elevating them into personalized, contextually aware, and inspiring components of the customer journey. You will have the opportunity to fundamentally transform areas such as ad retrieval, ad allocation, whole-page relevance, and differentiated recommendations through the lens of GenAI. By building novel generative models grounded in both Amazon’s rich data and the world’s collective knowledge, your work will shape how customers engage with ads, discover products, and make purchasing decisions. If you are passionate about applying frontier AI to real-world problems with massive scale and impact, this is your opportunity to define the next chapter of advertising science. About the team The Off-Search team within Sponsored Products and Brands (SPB) is focused on building delightful ad experiences across various surfaces beyond Search on Amazon—such as product detail pages, the homepage, and store-in-store pages—to drive monetization. Our vision is to deliver highly personalized, context-aware advertising that adapts to individual shopper preferences, scales across diverse page types, remains relevant to seasonal and event-driven moments, and integrates seamlessly with organic recommendations such as new arrivals, basket-building content, and fast-delivery options. To execute this vision, we work in close partnership with Amazon Stores stakeholders to lead the expansion and growth of advertising across Amazon-owned and -operated pages beyond Search. We operate full stack—from backend ads-retail edge services, ads retrieval, and ad auctions to shopper-facing experiences—all designed to deliver meaningful value.