On February 1, Amazon.com rolled out a new artificial intelligence assistant designed to tackle shoppers’ product inquiries.
Rufus, the software in question, is designed to assist users, as per Amazon’s description, in finding toaster ovens or dinosaur toys that suit their requirements. However, Amazon has a track record of directing customers toward products that primarily favor the company, whether due to higher profitability or support from advertising revenue. This is highlighted in the Federal Trade Commission’s ongoing antitrust lawsuit against Amazon, filed in 2023.