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Despite unprecedented investment in artificial intelligence for commerce, many brands are reporting inconsistent outcomes. This paradox stems from a familiar pattern in retail technology: the rapid adoption of new
Amazon has integrated its unified Alexa for Shopping AI assistant directly into its main search bar for US customers. This move consolidates the Rufus chatbot and Alexa+ functionalities, providing conversational answers, comparisons, and automated shopping tasks as agentic commerce intensifies. The strategic shift aims to defend Amazon's advertising business against competing AI agents.
