E-commerce major Amazon India has launched a new generative AI-powered conversational shopping assistant, Rufus, ahead of the start of its festive sale event. Rufus enables natural language interactions within the Amazon app, making it easy to ask product-related questions, get recommendations, or compare products, the company said. "Whether typing or speaking, customers can now enjoy a more intuitive shopping experience, further enhanced by AI-powered tools like personalised recommendations and Alexa for seamless shopping assistance," Saurabh Srivastava, Vice President, Categories, Amazon India said. It has also introduced AI-Generated Review Highlights, which make use of Generative AI to provide concise summaries of customer reviews. This feature gives customers quick insights into product sentiment and key attributes, allowing them to make more informed decisions with ease. It also helps customers navigate specific product attributes, such as 'ease of use' by tapping on relevan Read The Rest at :