Amazon is infusing AI into a new facet of its online shopping experience with the release of its AI Shopping Guides. The new feature aims to take over the product research part of hunting for a product by employing generative AI models that make personalized companions for your search.

AI agents may be the next big thing in AI tech because they can do stuff besides chat. Amazon hopes they’ll play a big role in its digital shopping experience.

Amazon has a new shopping tool that uses AI to help customers quickly find products based on the specific features they need. AI-powered “Shopping Guides” are now rolling out in the US on Amazon’s mobile website and apps for iOS and Android, presenting users with more tailored product information and recommendations when they’re browsing.

A record 83% of U.S. households now shop with Amazon, which analysts say is directly related to the company’s push into everyday essentials