Amazon Launches Rufus, Your Personal AI Shopping Assistant

The assistant draws on Amazon's extensive catalog data, customer reviews, and Q&As as well as information from across the web.

Amazon Launches Rufus, Your Personal AI Shopping Assistant

Amazon today, lifted the curtain on its latest AI feature - a virtual shopping assistant named Rufus. Launching in beta to a limited number of mobile app users, Rufus leverages generative AI to transform the online shopping experience.

Named after the company's corgi mascot (who knew?), Rufus aims to answer customer product questions, provide personalized recommendations, and overall simplify the process of researching purchases. It can tackle broad queries like "what to consider when buying running shoes" or more specific asks like "is this jacket machine washable?"

The assistant draws on Amazon's extensive catalog data, customer reviews, and Q&As as well as information from across the web. According to Amazon, this enables Rufus to share helpful guidance at every stage of the shopping journey - from early research to product comparisons to final purchase decisions.

For example, Rufus might suggest relevant items and follow-up questions when a customer searches "cold weather golf supplies." The AI could also outline key differences between product types, like trail running versus road running shoes.

Amazon positions the launch as an expansion of its long-running efforts to incorporate AI, noting related innovations like personalized recommendations and checkout-free Amazon Go stores. While promising to keep training Rufus, Amazon acknowledges generative AI's early limitations - saying the technology won't always "get it exactly right."

Nonetheless, Amazon seems bullish on Rufus' potential. The assistant aligns neatly with Amazon's obsession of using technology to improve convenience and selection. If the launch goes well, expect Rufus to play a starring role in making Amazon the world's most customer-centric company.

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