This story was originally published on Benzinga India.

Amazon.com Inc. Amazon has announced the launch of its artificial intelligence-based shopping assistant Rufus in India. This comes after the successful launch of Rufus in the United States six months earlier.

What happened: Amazon expanded its AI shopping assistant Rufus to India on August 27. The move is part of Amazon’s strategy to integrate generative AI capabilities into its services in a competitive AI landscape that includes tech giants like Microsoft, Google And Meta.

Starting Tuesday, select Amazon app customers will have access to the AI ​​assistant. A broader rollout is planned in the coming weeks. Rufus, which was first introduced in February, is designed to help customers find products, answer shopping queries, compare products and make recommendations.

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Located in the bottom right of the app’s main navigation bar, Rufus opens a chat dialog on the user’s screen. Users can expand the chat dialog to view answers to their questions, tap on suggested questions, and ask follow-up questions.

Competitors Flipkart launched a similar shopping assistant, Flippyin October 2023. Over the past year, Amazon has introduced several generative AI-powered features on the Amazon marketplace, including AI-generated review highlighting and enhanced product listings.

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Disclaimer: Artificial intelligence was used as an additional tool in writing this story.