Amazon unveiled its latest venture into the realm of artificial intelligence (AI) today, February 1, with the launch of Rufus, an AI-powered conversational shopping assistant for its mobile app.

This shopping assistant is set to change the way customers interact and shop within the Amazon ecosystem.

Rufus has been trained on Amazon’s product catalog and extensive data from the web and is designed to assist customers in navigating their shopping journey seamlessly while providing personalised recommendations and facilitating product discovery.

Over the coming weeks, Rufus will be progressively rolled out to a wider audience across the United States.

Amazon has been at the forefront of integrating AI into its services. Rufus represents the next evolution in this journey, promising to redefine the shopping experience for millions of customers.

With Rufus, customers can delve into a myriad of shopping-related queries, from general product research to specific comparisons between different product categories. Whether it’s seeking guidance on purchasing running shoes or comparing various coffee makers, Rufus aims to provide comprehensive and tailored assistance to meet each customer’s unique needs.

One of Rufus’s standout features is its ability to provide real-time assistance while customers browse individual product pages. By leveraging data from product listings, customer reviews, and community Q&As, Rufus can address specific queries and alleviate any concerns customers may have before making a purchase.