Amazon has announced that its recently launched shopping chatbot, Rufus, will start displaying sponsored ads in the coming months. This update was confirmed through a changelog published by the company, initially spotted by AdWeek. According to Amazon, the sponsored ads will appear based on users' searches and conversational context in the United States. In some cases, Rufus may generate additional text to accompany existing ad copy.
An Amazon spokesperson stated that they are continuously working on improving Rufus, aiming to optimize brand and product discovery through relevant ads that seamlessly integrate with users' conversations. "We continue to enhance the Rufus experience, including product and brand discovery by introducing sponsored ads that help customers find selections related to their interaction with Rufus," they said.
AI and Advertising: A Growing Trend
The introduction of ads in Rufus follows a trend already explored by other major tech companies. Microsoft, for example, has been experimenting with inserting ads into its chatbot, Copilot, used in Bing and other products, including Windows. Given the high costs associated with developing AI-based technologies, it’s understandable that these companies are looking for proven methods to generate revenue or at least break even on their investment.
The integration of ads in chatbots like Rufus and Copilot raises questions about the future of AI in commerce and technology. While these systems are designed to improve user experience, a focus on profitability could influence how products are presented and prioritized. In Rufus’ case, its primary goal is to assist users with their shopping, but with the introduction of ads, the experience could become more commercially driven.
What is Rufus?
Rufus is a chatbot launched by Amazon to enhance the online shopping experience. Using artificial intelligence, Rufus interacts with users to help them find products, answer questions, and offer personalized recommendations. Now, with the addition of ads, its functionality could expand to include sponsored suggestions, facilitating both product searches and brand promotion within Amazon's platform.
