Amazon is looking for more ways to personalize the shopping experience by unveiling new generative artificial intelligence tools. Amazon’s new feature is called Benefitannounced Wednesday to help you discover products in their stores that match your hobbies and preferences.
Amazon says, for example, its AI tools might recommend new football outfits to NFL fans, golf equipment, and provide avid golfers or photography gear to those who love taking photos.
The tool continues to work in the backstage and is designed to help shoppers cut into the mess and surface items that resonate with it best. You can use conversational languages - such as “coffee lovers’ brewing tools and gadgets” – and AI will scan for related products from Amazon stores. The feature will also generate tailored suggestions based on shopper price limits.
Amazon Interest can now be available to a handful of U.S. customers on Amazon shopping apps and mobile sites, with plans to expand access in the coming months. For those with early visits, it will appear under the “I” tab in the Amazon shopping app.
This is the latest upgrade in Amazon’s growing lineup of AI advancements, including Alexa with more conversations about its existing AI-powered shopping assistant Rufus, more AI-generated review summary and enhancements. This is also when tech companies explore how AI systems can be more like real assistants and provide meaningful support to users.
But sucharita Kodali, an analyst at Forrester, a market research firm, said the tool feels like an extension of an existing personalized system that has been used for a long time in the retail industry.
“It seems to me like another recommendation engine with a center layer of preferences,” Kodali said. “Maybe there is a better user interface that can inspire people to excite, but I sound no different from the features of e-commerce for decades.”
The news coincides with Amazon’s spring sales this week, which saved money on electronics, household goods, daily necessities, and more by March 31.
