Amazon’s latest AI bet is about helping people ‘decide’ what to buy

In case you were wondering what problem AI should solve next, Amazon has an answer: helping you decide what to buy next. Amazon introduced a new AI-powered “Help Me Decide” button that recommends products based on shopper browsing history and preferences. Amazon said the idea is to offer a clear product recommendation with explanations.
The goal is to help shoppers save time and offer confidence in their purchase decisions, Daniel Lloyd, Amazon’s VP of personalization, said in a statement. The tool taps into AWS tech like Bedrock, SageMaker, and OpenSearch to make those calls.