FX.co ★ Amazon Launches AI Shopping Assistant Named Rufus

Amazon, the e-commerce powerhouse, recently launched an AI-powered shopping assistant named Rufus to improve the customer shopping experience. Revealed by CEO Andy Jassy at an investor meeting, Rufus has been developed using Amazon's comprehensive product catalogue, customer reviews, community Q&A, and wide-ranging web data.

Jassy explained that shoppers can utilize the new assistant by typing or voicing their questions into the Amazon app's search bar. This action will open a chat window, paving the way for product discovery and shopping. Amazon believes Rufus will significantly enhance customers' ease in locating and choosing the best products to suit their needs.

Initially, the AI assistant will be made available to a limited set of users in the U.S. to monitor and ensure its functionality. Once confirmed that the system is operating smoothly, Rufus will then be rolled out nationally to all users.

Jassy also confirmed to investors that integrating AI into its various businesses is a key part of Amazon's future strategy. The company has already trialed several AI tools designed to answer customer inquiries and summarize product reviews. In similar ventures, Amazon previously introduced Q, a chatbot service for businesses, and Bedrock, a generative AI service for its cloud customers.