Amazon Launches AI-Powered Shopping Assistant Rufus in India

Amazon has introduced Rufus, a new AI-powered shopping assistant, in beta on the Amazon.in mobile app, initially available to a select group of customers in India. Rufus is designed to help users with shopping needs, product comparisons, and recommendations by utilizing Amazon's extensive product catalog and information from across the web. The tool aims to enhance the shopping experience by offering personalized assistance directly within the Amazon app.

Over the past 25 years, Amazon has increasingly integrated AI into various aspects of its operations, from personalized product recommendations to optimized fulfillment center operations and the conversational capabilities of Alexa. Generative AI, in particular, is set to revolutionize customer experiences across the board. Earlier this year, Amazon introduced AI-powered features on its marketplace, such as review highlights that summarize key points from large numbers of customer reviews and tools that help sellers create more effective product listings.

Building on these advancements, Rufus now offers customers in India a range of capabilities, from providing general product research tips, like "what to consider when buying a washing machine," to offering specific comparisons, such as "should I get a fitness band or a smartwatch?" Rufus can also suggest products based on specific occasions or needs, help compare product features, recommend top products, and provide insights into customer reviews.

Customers can easily access Rufus by clicking an icon in the bottom right-hand corner of the Amazon.in app, where they can ask questions, explore suggested queries, and receive answers tailored to their shopping needs. Rufus uses data from Amazon and the web to generate responses, although Amazon acknowledges that the technology is still in its early stages and may not always be perfect. To improve Rufus over time, customers can provide feedback on the accuracy of responses.

As Rufus continues to roll out in India, Amazon remains committed to enhancing its generative AI capabilities to make shopping on Amazon.in more convenient and informed.

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