Amazon introduces Gen-AI assistant "Rufus" for conversational shopping

Amazon introduces Gen-AI assistant "Rufus" for conversational shopping

Amazon has launched a Gen-AI-powered conversational interface, "Rufus," marking its foray into the next generation of AI search, following Walmart and Instacart. Rufus is designed to enhance the shopping experience through natural dialogue, potentially increasing user engagement by personifying the assistant. [Amazon]

Differentiated from standard search with a distinct chat box interface and potential voice input features, Rufus may soon integrate with Alexa devices for voice-based shopping. Brands must adapt to this shift, as conversational AI like Rufus could influence product visibility and the dynamics of shopper interaction on Amazon.

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