Amazon on Thursday unveiled Rufus, a new shopping assistant powered by generative artificial intelligence (AI) that can answer customers’ questions and make recommendations based on their preferences and needs.
“This morning we launched Rufus, an expert shopping assistant trained on our product and customer data that represents a significant customer experience improvement for discovery,” Amazon CEO Andy Jassy said during the company’s earnings call Thursday.
“Rufus lets customers ask shopping journey questions like, ‘What is the best golf ball to use for better spin control?’ or ‘Which are the best cold weather rain jackets?’ and get thoughtful explanations for what matters and recommendations on products,” Jassy said.
“You can carry out a conversation with Rufus on other related or unrelated questions, and it retains context coherently,” he explained. “You can sift through our rich product pages by asking Rufus questions on any product features, and it’ll return…
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