Jeff Bezos has spent the past few years perfecting the aesthetic of a man who owns both a megayacht and the clothes that match it. Now, he’s pivoting to something less photogenic and far more revealing: an AI startup built for the industrial grind.
According to reporting in The New York Times, Bezos has quietly stepped into his first formal operating role since leaving Amazon in 2021, serving as co-chief executive of a new venture called Project Prometheus, a still-semi-stealth AI startup aimed at the engineering and manufacturing heart of the economy. The company has already raised about $6.2 billion in funding, some of it from Bezos himself, instantly putting it among the best-financed early-stage AI outfits in the world.
Bezos won’t be running it alone. He is set to share the top job with Vik Bajaj, a physicist and chemist who previously worked at Google’s X “moonshot” lab and at Verily, Alphabet’s health-tech spinout. Project Prometheus has reportedly hired roughly 100 people so far, pulling in researchers and engineers from OpenAI, DeepMind, and Meta’s AI group, suggesting a company built for scale, not experimentation.
The mandate is narrower and more concrete than most headline AI ventures. Project Prometheus isn’t interested in chasing the now-crowded market for AI chatbots or building a fast-consumer app. Its target lies deeper, in applying AI to manufacturing, engineering, and hardware systems — from computers to cars to spacecraft. That mission puts the company directly in the slipstream of a broader industry shift, where the bottlenecks in AI are increasingly tied to real-world constraints — chips, manufacturing, energy, supply chains, etc. — rather than software alone.
In effect, Bezos is betting that the next edge in AI will come from owning the tools that shape how things are built, not just how questions are answered.
Bezos has become a prolific AI investor since stepping away from Amazon, backing the search startup Perplexity, the humanoid-robot maker Figure AI, and AI data-labeling firm Toloka, as well as KoBold Metals, which uses machine learning to hunt for critical minerals. But Project Prometheus is the moment Bezos stops just writing checks and starts signing operating documents again.
The timing lines up neatly with a broader shift in the tech industry, one where Big Tech is increasingly becoming Big Energy. As the AI boom has accelerated, the bottlenecks have moved from clever algorithms to stubborn physical constraints. Hyperscalers are signing long-term power deals, data-center builders are fighting over grid capacity, and industrial AI has become the place where software ambitions meet transformer yards and supply chains. Project Prometheus slots directly into that trend, positioning itself as a kind of brain-layer for the machines and manufacturing lines that everyone else will need.
There are still major unknowns. The actual product roadmap, the customers, the timeline, and the headquarters location remain unspecified. But the capital, the board-level role, the talent haul — they all add up to one clear message: This is a serious bet, not a vanity project.
And if Project Prometheus lives up to its name, Bezos isn’t just stepping back into the arena — he’s trying to hand the industry a new kind of fire.
