The Challenge
Online shoppers often have many questions and need personalized help to find products.
The AI Solution
"Rufus" – a generative AI shopping companion integrated into Amazon's app that answers customer questions, provides product recommendations, and compares options conversationally.
Type of AI Used: Generative AI (Conversational LLM assistant)
Results & Impact
Launched in 2024 to all US customers, by mid-year Rufus had answered tens of millions of shopper questions. Customers use it to learn about products and make informed decisions.
