Amazon launched a fresh AI-powered feature on Tuesday that allows users to ask questions about products and receive conversational audio responses generated in real time. The responses are delivered by what the enterprise calls “AI-powered shopping experts,” which present information in a natural, discussion-style format. Furthermore, experts in startup note the continued relevance.

The fresh “Join the chat” feature aims to save customers time by providing key product details without requiring them to scroll through lengthy descriptions or reviews. The AI pulls together insights about product features, customer feedback, and other relevant information. For example, shoppers can ask questions like whether a coffee maker is suited for beginners or whether a sweater feels itchy based on customer reviews.

Rather than giving generic answers, Amazon says the AI builds on previous responses to provide more relevant and helpful information, while also making sure not to repeat anything. This is meant to be a similar experience to speaking with a knowledgeable employee at a store.  

“Customers can ask questions and actually steer where the conversation goes. Every question they ask influences what comes next, making the experience a conversation customers can join and customize,” the organization writes in a blog post. 

“Join the chat” is part of a broader experience called “Hear the highlights,” which offers short audio summaries on millions of product pages within the Amazon Shopping app. That feature began testing last May and is currently available in the U.S. only select products have audio summaries. This also touches on aspects of Android.

To adopt the feature, customers open a product page in the app and tap the , on the other hand“Hear the highlights” button, located below the product image. From there, they can listen to a brief overview or tap the “Join the chat” icon to ask specific questions via text or voice. The audio can continue playing even as users browse.

The fresh capability builds on Amazon’s growing lineup of AI-driven shopping tools. These include Rufus, its generative AI assistant that helps customers research products and compare options; Interests, which continuously tracks and surfaces novel items aligned with a shopper’s preferences; and “Help me decide,” which suggests products based on a person’s searches, browsing, and shopping history.

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