Amazon Rufus has been mildly successful for me. I think the failures I've experienced with it are mostly because the product I'm looking for doesn't exist in the catalog.
I noticed yesterday when browsing on mobile that there used to be a box where I could search reviews and it got swapped with a Rufus box. I guess somebody needs to juice their engagement numbers for an investor briefing.
honestly, Amazon doesnt even need AI it just needs a better UI, more metadata for its products and to make reviews less scammy.