Amazon Could Offer ‘Hybrid Mode’ AI Search on Retail Site
The Information
•
Generative AI
AI Tools
Amazon has so far kept its Rufus AI shopping assistant largely separate from its main commerce search bar. But the retail giant is leaving the door open to adding AI commentary to search results, bringing browsing and researching seamlessly into the buying process. That could mean hybrid modes, such as Amazon showing a conversational blurb above search results for certain queries without moving shoppers into a separate chatbot, according to Amanda Doerr, Amazon’s vice president of core shopping.