Amazon has launched in Spain, Germany, Italy and France a beta version of Rufus, its virtual shopping assistant powered by generative artificial intelligence (GenAI). He bot conversational is designed to compare products, answer questions and recommend certain merchandise based on the consumer’s interests.
The company claims that “Rufus significantly improves the ease for customers to find and discover the best products. Users can now shop alongside an AI-based advisor who knows Amazon’s selection in detail. [El sistema] It brings together multiple sources of information to help people make more informed decisions.”
Rufus was introduced in February. It uses a large language model developed by Amazon and trained with huge amounts of text from sites web public access. Its operation was perfected with a complementary algorithm fed with company data. An experimental version of chatbot It was made available to users in the United States, India and the United Kingdom in recent months.
How to use the Rufus assistant in Spain?
The support team notes that Rufus will be available to “select customers” who have the latest Amazon Shopping mobile app. In the lower right corner of the screen smartphone the wizard icon will appear. Selecting it will open a conversation box where requests can be entered. The tool includes a section with predetermined suggested questions. Its functions are divided into four groups:
- Searches: Consumers can conduct general research on products available on Amazon. The algorithm is capable of analyzing inventory by category, brand or type of products.
- Discovery: Rufus makes it easy to find consumer items based on specific activities, events, or purposes. Faced with requests like “what do I need to climb” or “I want to bake,” suggest merchandise to satisfy interest. It also shows related questions to expand your knowledge of the topic.
- Comparisons: he bot can examine the characteristics of goods, compare them and provide practical information so that users can find those that best suit their needs.
- Summaries: The virtual assistant synthesizes the opinions, reviews and revisions that have been made to a specific product.
The corporation founded by Jeff Bezos emphasizes that “generative AI is still in its infancy and the technology will not always give the desired results. “We will continue to improve our models and refine the answers to make them increasingly useful.”
Amazon and its vision of GenAI
Amazon is increasing its commitment to GenAI with the launch of Rufus in Spain and other European markets. The firm points out that for more than 25 years it has used artificial intelligence to optimize its logistics mechanisms and reinforce the capabilities of Alexa, its voice assistant. He admits that the new generation of technology has the potential to revolutionize e-commerce and customer experiences.
Mark Chrystal, CEO of retail consultancy Profitmind, told WIRED that “intelligent agents are a game-changer in customer service.” It stipulates that large companies like Amazon could benefit the most from the rise of GenAI, since they have a lot of data to feed their models. “This should lead to increasingly capable AI systems that not only improve customer service, but also lead to product and delivery innovations.”
Trishul Chilimbi, vice president of Amazon, has suggested that the online shopping giant is on track to capitalize on its position. It indicates that the engineers of the big tech They are working on developing more powerful AI models and exploring more ambitious proposals, such as autonomous purchasing algorithms.
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