Amazon India launches AI chatbot Rufus ahead of its festive sale event

E-commerce major Amazon India has launched a new generative AI-powered conversational shopping assistant, Rufus, ahead of the start of its festive sale event.

Rufus enables natural language interactions within the Amazon app, making it easy to ask product-related questions, get recommendations, or compare products, the company said.

“Whether typing or speaking, customers can now enjoy a more intuitive shopping experience, further enhanced by AI-powered tools like personalised recommendations and Alexa for seamless shopping assistance,” Saurabh Srivastava, Vice President, Categories, Amazon India said.