Amazon to Introduce Ads in AI Shopping Assistant Rufus

Key Takeaways

Amazon plans to add sponsored ads to its AI shopping assistant, Rufus.

The ad feature is currently being tested only in the U.S.

Advertisers won’t receive performance data for ads shown in Rufus.

Amazon is preparing to bring advertisements into Rufus, its AI-powered shopping assistant, for users in the U.S. This update, revealed by Amazon in a recent changelog, means that sponsored ads, typically seen in Amazon’s search results, will now appear within Rufus as well.

Rufus, launched in February 2024, is designed to help users find products by answering questions and providing personalized recommendations through the Amazon mobile app. With the addition of ads, Amazon claims that these promotions will be relevant to the user’s search, aiming to enhance the shopping experience rather than interrupt it.

Although the inclusion of ads may benefit advertisers by increasing their reach, some concerns have surfaced about how effective these ads will be. Amazon has stated that it won’t provide performance metrics for ads displayed in Rufus, making it difficult for advertisers to measure their impact. This lack of data could prompt brands to find new ways to evaluate the effectiveness of their ads on overall sales.

This isn’t the first time AI-powered tools have included ads. Earlier this year, Microsoft tested ads in its AI assistant, Copilot, but had to suspend the feature following user backlash.

Amazon insists that the integration of ads is part of its effort to improve the shopping experience. However, with many companies looking to make returns on their AI investments, the move also highlights how businesses are exploring ways to monetize AI as they look to boost profitability.

Despite heavy investments in AI, some companies are still struggling to see strong financial returns, which could explain why Amazon, along with others, is pushing to capitalize on AI technology.