Amazon announced on Thursday the launch of Rufus, a new AI-powered assistant designed to enhance shoppers’ buying experience. Rufus enables users to search for products and ask questions in a conversational manner, such as “What are the differences between trail and road-running shoes?” or “Compare drip and pour-over coffee makers.”
Amazon’s blog post touted Rufus as significantly improving how conveniently customers can find and choose the most suitable products for their needs. The AI assistant draws upon Amazon’s product catalog, customer reviews, Q&As, and other online information to answer queries.
Presently, Rufus is being tested among a small group in the U.S., but Amazon plans to extend the tool to users across the U.S. in the ensuing weeks.
Company CEO, Andy Jassy, emphasized Amazon’s strategy to infuse generative AI across all aspects of the company’s operations. Updates regarding Amazon’s AI ventures are expected to be announced with the release of its fourth-quarter earnings.
In recent months, Amazon has rolled out various generative AI tools and services in response to the enthusiasm generated by OpenAI’s ChatGPT. The company has experimented with AI solutions to answer customer queries, summarize reviews, and assist third-party sellers in listing products. Beyond its retail segment, Amazon introduced Q, a business-targeted chatbot, and Bedrock, a generative AI service catered to cloud customers.
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