Amazon has rolled out a beta version of a new shopping assistant called Rufus, which utilizes generative artificial intelligence (AI) to provide personalized recommendations and answer customer queries. Initially available to a small group of customers through the Amazon mobile app, Rufus will gradually be introduced to more customers across the U. S. in the upcoming weeks, according to a blog post from Amazon on February 1st. Trained on a range of data sources including Amazon's product catalog, customer reviews, community Q&As, and web information, Rufus aids in product research by offering guidance on topics such as purchasing headphones or understanding clean beauty products. It also assists customers in searching for products based on specific occasions or needs, for instance, finding cold weather golf essentials or starting an indoor garden.

Rufus simplifies comparisons between product categories and suggests relevant options based on customer inquiries. Additionally, it tailors its recommendations to customers' particular requirements, such as suggesting Valentine's Day gifts or toys for a 5-year-old. Rufus seamlessly integrates into the Amazon shopping experience, allowing customers to ask specific questions about individual products while browsing product detail pages. This move by Amazon aligns with the industry trend of leveraging generative AI to enhance customer engagement and deliver personalized experiences. Similarly, Google Maps also announced on the same day that they are implementing a generative AI-powered feature to aid people in discovering places that suit their specific needs.