Amazon Rolls Out Rufus, AI-Powered Shopping Assistant, to All U.S. Customers

Generative artificial intelligence (AI) is changing the way we shop online, and Amazon is leading the way with its new conversational shopping assistant Rufus. This AI-powered tool is available to all U.S. customers in the Amazon Shopping app, allowing shoppers to ask questions, view previous orders, compare items, and review product details.

Since its introduction in February, Rufus has received tens of millions of questions from customers, highlighting the growing interest in AI-powered shopping assistants. Amazon CEO Andy Jassy described Rufus as a significant customer experience improvement for discovery, and the company is excited to see how customers continue to use it to make informed shopping decisions.

Other major companies, such as Mastercard and retailers like Target and Walmart, are also investing in generative AI tools to enhance the customer experience. These tools provide custom product recommendations based on colloquial language and are used by store associates to help shoppers find what they need.

According to a recent survey, more than half of respondents said generative AI has enhanced their online shopping experience, and many are willing to use AI tools to help with their apparel shopping. As consumers continue to embrace AI technology, retailers are likely to expand their use of these tools to meet customer expectations.

Overall, generative AI is revolutionizing the way we shop online, and Rufus is just one example of how retailers are leveraging this technology to improve the customer experience. Whether you’re browsing for a new outfit or comparing products, AI-powered tools like Rufus are making it easier than ever to find exactly what you’re looking for.