Amazon Tests Ads in Rufus Chatbot to Boost Product Discovery

Amazon’s recently launched shopping-focused chatbot, Rufus, is set to feature ads. According to a changelog published by Amazon this week (first spotted by AdWeek), sponsored ads may soon appear for U.S. users of Rufus. These ads will be displayed based on users’ Amazon search history and the conversational context within Rufus. In some cases, Rufus might even generate text to complement existing ad copy.

Enhancing Brand and Product Discovery

An Amazon spokesperson confirmed the move, saying, “We continue to make enhancements to the Rufus experience, including improving brand and product discovery by introducing relevant sponsored ads that help customers discover selections related to their conversation with Rufus.” This development could boost product visibility for brands while offering personalized recommendations to shoppers.

Similar Trends in the AI Industry

Amazon’s decision to integrate ads into Rufus follows in the footsteps of other tech giants experimenting with AI-driven advertising. Microsoft, for example, has tested placing ads within its Copilot chatbot on platforms like Bing and Windows. As AI development remains an expensive undertaking, companies are increasingly exploring ways to monetize their AI tools and generate a return on investment.