How Amazon is using AI to make your shopping better

Amazon is using AI to recommend music, find damaged products — and make sure your new shirt fits.

• Amazon has started rolling out AI in several different aspects of its business.
• AI can offer advice from which shoe size to buy to deciding how to minimize packaging waste.
• Here are six ways that Amazon is using AI right now.

If you've gotten an Amazon package or bought a sweater on the company's website, there's a good chance you've been touched by the tech giant's AI efforts.

While chatbots like OpenAI's ChatGPT are among the most visible forms of AI, Amazon has integrated the hot technology into many different nooks and crannies of its business. And many of its uses affect Amazon customers — even if they're not immediately visible at a shop like Whole Foods or as you peruse Amazon.com.

Here are six examples of how Amazon has made AI part of its consumer business:

Amazon's Rufus allows shoppers to ask for product recommendations

Sorting through hundreds of product listings on Amazon can be daunting. In February, Amazon announced Rufus, a chatbot assistant the company says is meant to make shopping a little more user-friendly.

Instead of using a traditional search function, shoppers can ask Rufus questions about what kinds of products they might need for a specific trip or what qualities they should consider when making a big purchase.

The idea is for Rufus to act like a knowledgeable salesperson, people familiar with the project told Business Insider last year. The effort to develop Rufus was codenamed "Project Nile" within Amazon, BI reported.

Last week, Amazon said that Rufus was now available in its shopping app for all US customers.

Besides asking Rufus about the details of certain products, early users have also quizzed the chatbot about wider categories, such as "What's the difference between gas and wood-fired pizza ovens?" Amazon said.

Amazon Fashion uses AI to make sure your clothing purchases fit

Amazon outlined a few AI features in January that are meant to make ordering clothing through its website easier — and, specifically, to reduce the odds that your new fit needs to be returned because it isn't the right size.

One feature is an algorithm that considers several factors, such as whether a brand's sizes tend to run smaller or larger than normal.

The algorithm can also offer advice based on a shopper's previous purchases. "For example, if you bought child pants in a certain size this month, the algorithm will consider that you might need a bigger size in the coming months," Amazon said.

Amazon is also using AI to create highlights about how clothing fits, the quality of the fabric, and other aspects based on buyer reviews. Size charts on a product's Amazon page also reflect AI data.

Apparel brands, meanwhile, can get information about issues with sizing based on data from returns using Amazon's Fit Insights Tool.

"Project P.I." aims to reduce the number of damaged or incorrect products Amazon sends

Amazon's "Project P.I." — short for "private investigator" — aims to use AI to reduce the chance of getting a torn bag of pet food in your next order.

The strategy involves sending products through an imaging tunnel at Amazon's fulfillment centers. There, Amazon's AI can detect whether a product is damaged or incorrect and flag that it needs to be replaced. Workers at the warehouse then verify the call and decide what to do with the damaged product.

"Using a combination of generative AI and computer vision technologies, Project P.I. is able to uncover defects, like damaged products or issues like wrong color or size, before products reach customers," Amazon said in a June blog post on the project.

Amazon's Packaging Decision Engine reduces waste

Amazon has cut down on packaging waste — think about those times you've gotten something tiny in a huge box — using AI.

The approach means that Amazon can ship products using less cardboard and other packaging materials by using them more efficiently.

"Data scientists have trained the model to understand a variety of product attributes, including an item's shape and durability, and to analyze customer feedback on how different packaging options have performed," the company said in a February blog post.

AI can give you recommendations on Amazon's Fire TV

Amazon isn't just using AI for shopping. This year, it added an AI search function to its Fire TV. If you want to cut down on time looking for something to watch, you can ask for a film or TV show rec from your favorite genre.

The search option can also help with more specific requests, a May blog post. For example: "What movie has the line, 'You're killing me, Smalls?'"

The AI application means that users can "search for streaming content recommendations in the same way you might ask a friend with encyclopedic knowledge about TV shows and movies," Amazon said in the post.

Fire TV owners can also ask Alexa to create AI-generated images.

Amazon's Maestro creates playlists

In April, Amazon said that Maestro, an AI playlist builder, would be available in a beta test for some Amazon Music users.

Maestro is able to create playlists based on users' prompts, such as "Myspace era hip-hop" or even a single emoji, Amazon said.

Do you work for Amazon Flex, Whole Foods, Amazon Fresh, or another part of Amazon's retail business and have a story idea to share? Reach out to this reporter at abitter@businessinsider.com