Amazon announced it will display AI-generated images of products in its shopping app based on users’ search queries. The feature aims to assist customers who know what they want but struggle to accurately describe it using specific terms, according to a blog post from the company.
When users enter a search query, they will see a variety of AI-generated product images below their autocomplete suggestions. For example, searching for a blue gingham dress may show various styles with different sleeve types and lengths. Clicking on an AI-generated image will direct users to search results that better match the displayed style, leveraging Amazon’s visual search capabilities.
Video: Amazon
Critics have raised concerns about the potential misleading nature of the feature. There is a risk that customers may believe they are being directed to exact products, only to find that those items are unavailable. Amazon has previously integrated several AI features into its shopping experience, with mixed results. These include summarizing customer reviews, introducing audio product summaries, and creating AI-generated “shoppable collages.”
Earlier in October, Amazon replaced its Rufus AI chatbot with Alexa for Shopping, allowing users to conduct shopping queries through natural language via voice and text. Other recent initiatives include Amazon Lens Live, which scans products to find visual matches, and a Lock Screen visual search widget for iOS. The company’s strategy appears focused on enhancing user experience through AI, although the effectiveness and acceptance of these initiatives remain to be fully evaluated.
