Amazon announced the launch of its new generative AI shopping assistant called Rufus. The AI-powered tool has been launched in beta to a small group of customers. It will have a general rollout in the coming months for US customers. The e-commerce giant also posted its fourth-quarter results on Thursday. The retailer posted strong results in the holiday quarter and beat expectations.

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On a call with analysts, Amazon CEO Andrew Jassy said its new AI-powered shopping assistant represented “a significant customer experience improvement for discovery.” The CEO said that its tool named Rufus would also be further personalized and expanded. He also noted that generative AI will be used across all its businesses.

AI-enabled technology in Rufus will let customers have text conversations with the shopping tool, providing personalized information and maintaining context to answer follow-up questions from customers.

Rufus will provide information about the product catalog, customer reviews, Q&As, and products available on Amazon. All of its data will relate to company products to make customers’ shopping experience on Amazon more personalized and quicker than before, as searches will be narrowed down to specifics.

Amazon acknowledged that users would also have to use their judgment as Rufus may not get everything exactly right, but the company believes that its shopping tool will fine-tune its responses over time.

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Amazon reported impressive results in all its divisions, such as e-commerce, advertising, and cloud. Executives said higher retail promotion during the holidays was a significant factor in posting solid results in the fourth quarter. It reported a net sales increase of 14 percent year over year. The net sales for the quarter were at $170 billion. Stocks rose by 8 percent during after-hours trading.

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