Amazon announces incremental AI refinements to fend off rivals

Amazon.com opens new tab announced a series of largely incremental refinements on Wednesday to several of its artificial intelligence products as it seeks to keep rivals at bay amid a continued investor frenzy over the technology.

The retailer has sought to counter a perception that competitors Google opens new tab, Microsoft (MSFT.O), opens new tab and OpenAI have taken a lead in developing generative AI, which can respond almost instantaneously with full sentences or pictures to complicated prompts or queries.