Amazon, a leader in e-commerce, has introduced a cutting-edge AI tool designed to revolutionize the way customers seek information about products. The company is actively exploring generative AI to enhance user experiences, as confirmed by Maria Boschetti, an Amazon spokesperson.

The newly launched AI tool, integrated into Amazon’s mobile app, allows users to pose specific questions about a particular product. Responding within seconds, the tool utilizes generative AI to summarize information extracted from product reviews and listings. This innovation aims to streamline the shopping process, eliminating the need for customers to navigate through extensive reviews or product details manually.

Unlike conventional AI models like OpenAI’s ChatGPT, Amazon’s tool isn’t tailored for extended conversations but excels at responding to creative prompts. For instance, when prompted with a women’s vest listing, it can craft a haiku or describe the item in the style of Yoda from Star Wars. However, its design ensures it stays on topic, issuing an error message for queries unrelated to the product, such as “Who is Jeff Bezos?”

This advancement comes in the wake of Amazon’s ongoing experimentation with AI technologies. The company previously explored AI-generated review summaries and introduced features to assist third-party sellers in creating listings and generating ad visuals. CEO Andy Jassy highlighted the strategic use of generative AI in tasks like forecasting inventory and optimizing delivery routes during a recent earnings call.

The new AI assistant is featured prominently on the Amazon mobile app, prompting users to ask questions within the “Looking for specific info?” section. By leveraging a large language model (LLM), it generates responses to a wide array of inquiries related to a product. For example, customers can inquire about a sports shirt’s suitability for running or its material composition, receiving concise text answers summarizing relevant reviews.

However, the AI assistant is currently limited to a single product, refraining from comparing items or suggesting alternatives. Despite its capabilities, there are occasional limitations, such as hallucinating incorrect product information or declining to answer basic questions like the product’s price.

Amazon envisions expanding the AI assistant’s functionality to include actions like purchasing or saving items for later. This experimental phase reflects Amazon’s commitment to continuous innovation, striving to enhance the entire shopping experience for its customers. As generative AI continues to evolve, Amazon aims to make these transformative technologies more accessible, contributing to positive societal changes in the realm of online shopping.