Amazon has announced the launch of a beta version of a new virtual shopping assistant based on generative artificial intelligence.

The mentioned development of the e-commerce giant was named Rufus. Currently, the virtual shopping assistant is available to a limited number of the company’s customers. This scale of accessibility is because the digital product is functioning in test mode. In the coming weeks, the company intends to increase the number of customers who have access to Rufus. It is worth noting that nowadays a virtual assistant based on generative artificial intelligence is available to customers who have accounts in the mobile app of the e-commerce giant. The relevant information is contained in a message that was published on the company’s blog last Thursday, February 1.

Rufus was trained to work with arrays of data from the e-commerce giant’s product catalog. Also, when training a virtual assistant based on generative AI, the information contained in customer questions and reviews from the corporate community was used. Moreover, a digital product can work with data from third-party Internet sources. This skill will allow the development to provide consumers with personalized recommendations and complete answers to questions, and facilitate the process of searching for goods.

Customers can use Rufus to conduct some kind of product research. For example, a virtual assistant based on generative machine intelligence can answer the question of which parameters should be given priority attention when choosing headphones. Appropriate recommendations will allow consumers to make informed decisions about the purchase of goods.

A generative AI-based virtual assistant also provides Amazon customers with the ability to search for products based on specific occasions or purposes. For example, the development can compile a list of products, the use of which is recommended during a game of golf in conditions of low air temperature. In this case, Rufus will offer the appropriate product categories. Also, a digital assistant based on generative AI will answer all questions related in one way or another to the topic of consumer inquiry.

Another function of Rufus is the comparison of product categories. In this case, customers, for example, can ask the assistant about the difference between lip gloss and lip oil. This feature will help consumers find the product that best meets their needs.

Moreover, Rufus offers recommendations tailored to the specific needs of customers. Customers can get tips regarding the purchase of goods for Valentine’s Day.

Generative artificial intelligence increases the level of customer engagement in retail. The main advantage of advanced technology in the context of its use in the mentioned area is the personalization of the consumer experience. Retailers are striving to apply generative artificial intelligence to create product recommendations and marketing campaigns.

Advanced technology is what can be called a mutually beneficial solution. In this case, it means that consumers receive a tool that provides recommendations that fully take into account their needs and wishes. At the same time, sellers have the opportunity to reduce costs and at the same time improve marketing campaigns and the functioning of customer interaction systems.

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