Amazon India has launched its AI-powered shopping assistant, Rufus, in beta for select users. Rufus, which debuted in the U.S. earlier in 2024, is designed to enhance the shopping experience on the Amazon app by providing personalized recommendations, answering product queries, and facilitating product comparisons. The AI assistant can help users with questions like “what to consider when buying headphones?” or suggest gifting ideas, making it easier for customers to find relevant products quickly.
This move builds on Amazon’s long-standing use of AI to improve customer experiences, and it signals the company’s increasing investment in generative AI for personalized shopping
Source: The Economic Times
