This story was originally published on Benzinga India portal.
Amazon.com Inc. AMZN has announced the launch of its artificial intelligence-powered shopping assistant “Rufus” in India, following the successful launch of Rufus in the US six months ago.
What happened: Amazon expanded its AI shopping assistant Rufus to India on August 27. The move is part of Amazon’s strategy to incorporate generative AI capabilities into its services in a competitive AI landscape that includes tech giants like Microsoft, Google, and Meta.
Starting Tuesday, the AI assistant will be available to some customers in the Amazon mobile app, with a more widespread rollout expected in the coming weeks. First introduced in February, Rufus is designed to help customers search for products, answer shopping questions, compare items and provide recommendations.
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Rufus sits at the bottom right of the app’s main navigation bar and opens a chat dialog box on the user’s screen that they can expand to view answers to their questions or tap on a suggested question to ask a follow-up question.
Rival Flipkart launched a similar shopping assistant, Flippi, in October 2023. Over the past year, Amazon has introduced several AI-powered generated features to its Amazon Marketplace, including AI-generated review highlights and enhanced product listings.
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Disclaimer: Artificial intelligence was used as an aid in the writing of this story.
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