Published on 2024-11-03 14:40
I had an unexpected experience with Rufus (Amazon’s AI shopping assistant in beta) yesterday that gave me more clarity around where AI search and shopping is heading.
Lots of weekend chores and I needed a Swiffer mop. But what caught me off guard was how Rufus handled random questions beyond the basics like “does it leave streaks?” and “can it clean grout?”
I was curious so I tested two scenarios. (See the screenshots in the carousel below.)
► Asked “Who’s the main actor in Top Gun?” Not only did I get Tom Cruise’s backstory, but Rufus immediately suggested Maverick posters, Blu-rays, aviator glasses, even pilot costumes.
► Asked it to write a B2B GTM strategy post for Twitter/X. Got solid insights about AI in customer data analysis, plus recommendations for AI marketing books.
Rufus now knows I mop hardwood floors, love Top Gun, and work on B2B strategy with AI. Combined with years of my Amazon purchase history, this hints at our future with AI agents that actually do tasks for us (research, recommend, buy), not just answer questions.
This is way beyond basic personalization. We’re moving toward AI agents that understand context and act on our behalf, especially on platforms like Amazon where we’ve built years of trust. Brands that have earned this trust will have a big advantage in the next era of AI-driven shopping.
This experience makes me think that AI shopping agents are becoming more like trusted advisors rather than just assistants. They’re not just searching product catalogs. They’re understanding our needs, connecting dots across our interests, and helping us make decisions. They’re in a position to change how we shop and maybe even how we work.
Have you tried Rufus? How was your experience? What are your thoughts on how AI agents will change our shopping experience or even influence B2B?
Now onto taking down Halloween decorations. 🙂