Amazon .com intends to introduce a product search feature on its web store, incorporating generative artificial intelligence (AI) similar to ChatGPT. This puts Amazon in direct competition with Microsoft Corp and Google, as they too integrate generative AI into their search engines.
Big Tech’s major players have substantial investments in the AI race, with Microsoft taking the lead, primarily attributed to its partnership with OpenAI. Apple, traditionally focused on hardware tech solutions, has also joined in by developing various AI-based features for iOS 17.
Amazon bets big on AI chatbot
Bloomberg News reviewed recent job postings from Amazon that shed light on the company’s intentions. One job listing, seeking a senior software development engineer, reveals that Amazon is “reimagining Amazon Search with an interactive conversational experience.” The goal is to provide users with the ability to find answers to their queries, compare products, and receive personalized recommendations.
In the job listing, company expresses its desire to recruit top talent across the company to help realize and deliver this vision promptly. The company believes that this endeavour will result in a transformative shift in search, describing it as a “once-in-a-generation transformation for Search.”
In addition, another job posting indicates that Amazon is undertaking an “AI-first initiative” to revamp its search approach. The goal is to leverage cutting-edge deep learning techniques at an extremely large scale to transform the way search is conducted.
When asked about the job listings, the spokesperson of the company Keri Bertolino chose not to provide specific comments but mentioned that the company is making significant investments in generative AI across all its business sectors.