Amazon launched a new AI-powered feature on Tuesday that lets users ask questions about products and receive chat audio responses generated in real-time. Answers are provided by what the company calls “AI Shopping Experts,” who present information in a natural conversational format.
The new “Join the Chat” feature aims to save customers time by providing basic product details without requiring them to scroll through lengthy descriptions or reviews. AI gathers information about product features, customer feedback and other relevant information. For example, buyers can ask questions like whether a coffee maker is suitable for beginners or whether a sweater feels itchy based on customer reviews.
Rather than giving blanket answers, Amazon says the AI builds on previous answers to provide more relevant and useful information, while also making sure it doesn’t repeat anything. This is meant to be a similar experience to talking to a knowledgeable employee in a store.
“Customers can ask questions and really direct where the conversation goes. Every question they ask affects the continuum, making the experience conversational customers can engage with and customize,” the company writes in a blog post.
“Join Chat” is part of a larger experience called “Listen to the highlightswhich offers short audio summaries on millions of product pages in the Amazon Shopping app. This feature began testing last May and is currently available in the US. However, only selected products have audio summaries.
To use the feature, customers open a product page in the app and tap the “Listen to Highlights” button below the product image. From there, they can listen to a brief overview or tap the “Join the Chat” icon to ask specific questions via text or voice. Audio can continue to play even when users are browsing.
The new feature builds on Amazon’s growing line of AI-powered shopping tools. These include Rufus, the AI assistant that helps customers research products and compare options. Interests, which continuously monitor and display new items that align with the buyer’s preferences. and “Help Me Decide,” which recommends products based on a person’s searches, browsing and purchase history.
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