Amazon Launches AI Assistant Rufus Amid Antitrust Concerns

Rufus aims to enhance shopping experiences, but its introduction raises questions about potential biases and advertising influence.

Amazon's new AI assistant, Rufus, is designed to help shoppers find products that best fit their needs, sparking debate over its impact on consumer choice and advertising revenue.
The Federal Trade Commission (FTC) has an ongoing antitrust lawsuit against Amazon, accusing it of biasing search results and operating a 'pay-to-play' system.
Analysts are divided on whether Rufus will eventually feature sponsored results, with some suggesting it could undermine consumer trust if not transparent.
Despite concerns, Rufus is initially not influenced by advertising, aiming to build trust with consumers by providing unbiased product recommendations.
Amazon's significant advertising income and history of allowing advertising to influence recommendations have led to scrutiny over Rufus's potential impact.