Amazon's September update detailed that its generative AI-powered shopping assistant, Rufus, will now serve ads tailored to users' inquiries and search terms.
Rufus, rolled out in July, provides product information, recommendations, and comparisons, now integrating ads based on the context of user conversations.
TechCrunch noted this trend isn't new, mentioning that Microsoft had begun testing ads in its AI chatbot Copilot the previous year.
As part of enhancing product discovery, Rufus will generate context-specific accompanying text for ads, tapping into the rich data on Amazon's product pages.
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