Arabella Asis Tech 02.01.2024 19:Feb PM EST

Amazon Introduces Rufus, Embraces Generative AI-Powered Shopping Experience

Amazon launched its new AI shopping assistant called "Rufus," which is trained on the company's product catalog and information across the web to entertain any customer query through conversations.

Rufus is now available in the mobile app to select customers but will gradually roll out to other U.S. customers in the following weeks.

Amazon Invests on Generative AI Tools to Improve Service

Amazon has taken its AI-powered tools to the next level by adding another tool at its disposal. Last year, the company unveiled AI-generated review highlights which help users to skim through the reviews more efficiently.

Today, Amazon launched a generative AI-powered expert shopping assistant that can answer customers' questions regardless of their needs. It is trained based on Amazon's extensive catalog, customer reviews, community Q&A, and information across the web.

Moreover, it can also provide answers to any shopping needs like comparing products or making recommendations based on a conversational prompt. Customers can ask questions like "What to consider when buying running shoes?" or "Are these durable?" to a specific item.

What to Expect With Amazon Rufus

Rufus is now available to select customers once they update their Amazon Shopping app. Customers who can beta test the feature can start by simply typing or speaking their questions into the search bar.

The AI tool will process the question and will answer it to help the customers make informed shopping decisions. However, Amazon reminded its customers that the technology is not always exactly right as it is still in its early days.

"We will keep improving our AI models and fine-tune responses to continuously make Rufus more helpful over time," the company promised. Customers are also encouraged to leave feedback by rating Rufus' service.

Meanwhile, app users still have the option to dismiss Rufus and proceed with their traditional search results at any time. Customers can just simply swipe down the dialog box at the bottom of the screen.