Amazon has unveiled its latest innovation, Rufus, an AI-powered shopping assistant designed to enhance the customer experience. Rufus is integrated into Amazon's mobile app and will initially be available in beta for a select group of U.S. customers before expanding its reach in the coming weeks. This AI tool is trained on Amazon's extensive product catalog, customer reviews, community Q&As, and data from across the web, providing users with a conversational interface to assist with product searches, comparisons, and recommendations.

The generative AI experience is equipped to answer a wide range of shopping-related queries, offering guidance to users at different stages of their shopping journey. For instance, customers exploring running shoes can ask about considerations when buying, differences between trail and road running shoes, or inquire about durability. Rufus can also assist with broader questions such as gift recommendations, product comparisons, and advice on various topics like starting an indoor garden.

Amazon's innovative AI initiative is aimed at making the shopping process more interactive and informative. The company has developed an internal Large Language Model (LLM) specialized for shopping, leveraging both its proprietary data and publicly available information from the web. Users can engage with Rufus through voice or text input within the Amazon mobile app.