Amazon has introduced a new AI-powered feature enabling users to inquire about products and receive real-time conversational audio responses. Termed “AI-powered shopping experts,” these responses provide information in a natural, conversational style. The “Join the chat” feature is designed to save users time by offering key product details without the need to read lengthy descriptions or reviews. The AI assimilates insights about product features, customer feedback, and other information. For instance, shoppers can ask if a coffee maker is suitable for beginners or if a sweater feels itchy based on reviews.
Instead of generic replies, Amazon claims the AI builds on earlier responses to deliver more relevant information without repetition, simulating a chat with a knowledgeable store employee. “Customers can direct where the conversation goes. Each question influences subsequent responses, creating a customizable conversation experience,” the company states in a blog post.
“Join the chat” is part of the broader “Hear the highlights” experience, offering audio summaries on millions of product pages in the Amazon Shopping app. This feature, tested last May and now in the U.S., is available for select products. Users can activate it by tapping the “Hear the highlights” button on a product page, facilitating access to a brief overview or enabling “Join the chat” for detailed inquiries via text or voice, with audio playing as users continue browsing.
The feature expands Amazon’s array of AI shopping tools, including Rufus, the generative AI assistant that aids in product research and comparison; Interests, which tracks and suggests items based on user preferences; and “Help me decide,” recommending products according to a user’s searches, browsing, and history.
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