Amazon is stuffing generative AI into its shopping experience

Amazon has introduced a batch of new generative AI tools that aim to improve the retail experience for both customers and sellers on the platform. One of the more notable features announced at the Amazon Accelerate event on Thursday will use customers’ preferences, search, browsing, and purchase history to create personalized product recommendations on Amazon’s homepage.

Instead of the “more like this” feature that suggests similar, specific items, the new recommendations will be offered as larger categories based on a customer’s shopping habits — such as those catering to holiday events or sporting activities. The company says it’s leveraging a large language model to recommend products with specific features, but it’s not clear how…

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