Amazon employs AI to assist shoppers who feel inundated by excessive options.

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      Amazon is simplifying the shopping experience by utilizing an AI tool called Interests to help customers discover products relevant to their preferences. In a blog post released on Tuesday, the online retailer mentioned that Interests will monitor new inventory across its platform and assist users in refining their product searches by allowing them to create personalized prompts in everyday language. For instance, if you're looking for pickleball gear, you can enter “The latest pickleball gear and accessories,” and Interests will search for the newest paddles, balls, nets, and other equipment from reputable sports brands. Similarly, if a photographer needs new cameras and tripods, they might type “The latest cameras and tripods for photographers,” leading the AI to quickly find the latest photography equipment available. Interests will also notify users about new and relevant product updates, restocks, and deals. To use Interests, simply tap on the Me tab in the Amazon app.

      This new shopping AI tool represents Amazon's ongoing effort to enhance its platform with more AI-driven features. Last month, the company replaced the Inspire feed with an AI chatbot named Rufus, which functions similarly to Interests but requires more detailed input about the products being sought, whether for personal use or as gifts. Additionally, Amazon introduced Alexa+, an AI-enhanced next-generation version of the original Alexa that can engage in more natural conversations with users, execute commands as routines, and remember user preferences and favorites, among other improvements.

      Currently, Interests is accessible on Amazon's iOS and Android apps, as well as its mobile website for a selected group of users in the U.S., with plans for a wider rollout in the upcoming months.

      Cristina Alexander is a gaming and mobile writer at Digital Trends, providing balanced coverage of topics within the gaming industry.

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