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Amazon Joins Generative AI Race with ChatGPT-like Search, Following Google and Microsoft

According to job postings, Amazon is actively exploring the integration of generative artificial intelligence into its online store’s search functionality. This move puts Amazon in direct competition with Google and Microsoft, both of whom have been incorporating generative AI into their own search engines.

Bloomberg News reviewed recent job postings from the e-commerce giant, revealing their ambitions to introduce a product search experience similar to ChatGPT. The goal is to create an interactive conversational interface that helps users find answers, compare products, and receive personalized suggestions.

In one job listing for a senior software development engineer, Amazon states that they are “reimagining Amazon Search with an interactive conversational experience” and emphasizes the urgency of realizing this vision for their customers. They describe it as a transformative opportunity that occurs once in a generation.

According to recent job postings, Amazon is actively seeking to incorporate generative artificial intelligence into its online store’s search feature. In doing so, the e-commerce giant aims to compete with Microsoft Corp and Google, both of whom have been integrating generative AI into their respective search engines.

Bloomberg News reviewed the job postings, shedding light on Amazon’s aspirations to introduce a ChatGPT-style product search to their web store. The company seeks to reimagine Amazon Search by creating an interactive conversational experience, enabling users to find answers, compare products, and receive personalized suggestions.

In a job listing for a senior software development engineer, Amazon emphasizes the significance of this initiative, describing it as a once-in-a-generation transformation for search. The company is actively searching for talented individuals across Amazon to help realize and deliver this vision to their customers promptly.

Conversational product search holds the potential to reshape a vital aspect of Amazon’s core retail business. The search bar on the app and homepage has become the go-to gateway for millions of shoppers searching for specific products. In fact, a recent survey conducted by Jungle Scout, a software provider for Amazon sellers, revealed that over half of US, shoppers begin their product searches on Amazon, surpassing Google’s share.

While early deployments of generative AI by Microsoft, Google, and other companies have encountered some errors in responding to basic queries, they also demonstrate the potential for a more valuable and efficient product search experience. Amazon’s foray into generative AI integration reflects its commitment to investing in this transformative technology across its various business verticals.

When using Microsoft Bing, which utilizes OpenAI’s ChatGPT, to search for the top five electric razors, the results provide a curated list of five products. These results often include references to reviews from reputable sources like Men’s Health and GQ, accompanied by links to stores where the products can be purchased. Conversely, conducting the same search on Amazon primarily generates advertisements, followed by numerous product listings.

In recent years, Amazon’s search experience has faced criticism due to the growing prominence of ads and sponsored content in search results. However, Amazon is actively addressing these concerns by exploring the integration of generative artificial intelligence (AI) into its online store’s search functionality. Recent job postings reviewed by Bloomberg News reveal Amazon’s ambitions to bring ChatGPT-style product search to its web store, following the footsteps of Microsoft Corp and Google in incorporating generative AI into their search engines.

The company envisions a transformed Amazon Search that offers an interactive conversational experience, enabling users to find answers, compare products, and receive personalized suggestions. Amazon recognizes the significance of this initiative and is actively seeking talented individuals across the organization to help bring this vision to reality promptly. This endeavor is seen as a once-in-a-generation transformation for search.

Conversational product search has the potential to reshape a critical aspect of Amazon’s core retail business. The search bar on Amazon’s app and homepage has become the primary gateway for millions of shoppers searching for specific products. According to a survey conducted by Jungle Scout, more than half of US shoppers initiate their product searches on Amazon, surpassing Google’s share.

While early deployments of generative AI by Microsoft, Google, and others have encountered errors in response to basic queries, they have also demonstrated the potential for enhanced search experiences. For instance, using Microsoft Bing, powered by OpenAI’s ChatGPT, to search for the top five electric razors yields a curated roster of products, including reviews from reputable sources and links to purchase. On the other hand, conducting the same search on Amazon primarily generates advertisements, followed by a multitude of product listings.

The integration of generative AI into Amazon’s search aims to deliver a more informative and user-centric experience, alleviating concerns about the increasing prevalence of ads and sponsored content. Amazon is significantly investing in generative AI across its various businesses, as confirmed by company spokesperson Keri Bertolino. This technology presents a remarkable opportunity to transform numerous customer experiences, as highlighted by Amazon CEO Andy Jassy. In addition to search, Amazon is exploring the application of generative AI in improving its Alexa voice assistant and creating visuals for advertising campaigns using AI tools.

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