Despite the secrecy around Rufus's algorithm, it is believed to be trained using Amazon's product catalog, reviews, web information, and Q&A sections. Analysts suggest that the AI assistant will likely include sponsored results. The company has previously allowed advertising to influence its recommendations, leading to skepticism about its impartiality. However, Amazon maintains that Rufus is not influenced by advertising, a move analysts believe is necessary to build consumer trust.
Key takeaways:
- Amazon has started rolling out a new AI assistant, Rufus, designed to help shoppers with product questions and guide them to products that best fit their needs.
- The Federal Trade Commission has accused Amazon of biasing search results to favor its own products and operating a "pay-to-play" system, allegations that Amazon denies.
- While Amazon has not disclosed the specifics of Rufus' algorithm, it has indicated that the AI is trained using Amazon's product catalog, reviews, information from the web, and question and answer sections.
- Despite initial indications that Rufus is not influenced by advertising, analysts predict that sponsored results will eventually be incorporated, as advertising is a significant revenue source for Amazon.