Amazon Unveils AI-Powered Shopping Assistant, Available on Prime Day

Last week, Amazon rolled out its generative artificial intelligence (AI)-powered shopping assistant to customers in the United States. The conversational assistant, Rufus, has been designed to aid consumers in making more informed decisions on their purchases and saving time.

Rufus can be accessed on the Amazon shopping application beginning July 16, 2024, when Prime Day begins.

In November 2023, Amazon rolled out a business chatbot dubbed Q, also powered by generative artificial intelligence. This bot can streamline communications and help with tasks such as generating posts for a blog.

Amazon announced its new assistant at the start of the year, revealing that the assistant could answer questions on various products, including what material a product was made of or whether a product was easy to maintain. The AI-powered assistant can also offer product comparisons and recommendations, as well as updates on different products.

With Rufus, consumers can also track their packages and check past orders. It is available on Android and iOS apps. This shopping assistant can even help consumers with questions that aren’t related to shopping, including what they might need for a summer party or something else.

Amazon, the biggest cloud provider, has also rolled out its own artificial-intelligence training and inferencing chips. This is in addition to launching a platform called Bedrock, for use by developers to design generative artificial intelligence applications on its Amazon Web Services cloud service.

While it has made some moves, this particular giant isn’t as focused on developing artificial intelligence products as its competitors, including Microsoft and Google, are.

One survey conducted by KPMG did determine that most consumers have a lot of trust in generative artificial intelligence for personalized recommendations and education. This is a good thing, particularly for Amazon, which has a consumer-obsessed philosophy.

In June, it was reported that the tech giant was building an AI chatbot called Metis, which is designed to rival ChatGPT. Metis is expected to be powered by one of Amazon’s internal artificial-intelligence models known as Olympus and will be accessible via a web browser. Olympus is said to be more powerful than Titan, a publicly available artificial intelligence model also developed by Amazon.

Earlier in March, Amazon concluded its $4 billion investment in Anthropic, an artificial-intelligence startup. This is the largest investment the tech giant has made in an outside company. Anthropic uses Amazon Web Services as its primary cloud provider, with Amazon revealing that the startup would use its artificial intelligence chips to train and deploy future models.

As more companies incorporate AI assistants and technology in their offerings, companies such as NVIDIA Corp. (NASDAQ: NVDA) could see the demand for their AI chips and other hardware skyrocket over the coming years.

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