amazon has announced a new artificial intelligence functionality in its app that aims to ‘make shopping more fun’although some users may not see it that way. The company is testing a new artificial intelligence integration in the United States in Amazon search bar showing AI-created images of products that don’t exist. This could be frustrating, but Amazon hopes to help users figure out what they want, although in reality they cannot buy what is interesting to them, or not exactly that.
In the Amazon app, in categories such as clothing and home decor, the search bar now creates images from queries that then use as a starting point to display similar items. Users can enter searches and see AI-generated results at the bottom of the interface while they do so. By tapping on one of the images, you access a grid of similar products. For example, someone might write ‘blue gingham dress with puffed sleeves’, view an AI-generated image that fits that description, then explore real dresses that share similar elements, such as patterns, cuts, or colors.
The company presents this feature as part of a broader effort to integrate AI directly into search, along with its assistant Alexa for Shopping. This one, which has already been launched in the United States as a substitute for Rufuswhich is still used in Spain, can answer questions and create buying guides in the search box.
The main criticism that the new AI tool is receiving is that it can confuse buyerswho could assume that any product image they see on Amazon corresponds to a real item and feel cheated by not finding exactly the one shown. For the brands and sellersthis change could pose another problem, as buyers will see AI-generated ideas first instead of the products they are actually trying to sell.