Amazon's AI chatbot, Rufus, saw a surge of adoption on Black Friday, according to new data published over the weekend by market intelligence firm Sensor Tower. In the U.S., Amazon sessions that resulted in a purchase surged 100% on Black Friday compared with the trailing 30 days, while sessions that resulted in a purchase and didn't include Rufus increased by only 20%. In addition, Amazon saw a 75% day-over-day increase for sessions that included Rufus and resulted in a purchase, compared with just a 35% day-over-day increase for sessions without Rufus that had resulted in a purchase. Amazon's AI chat was first launched into beta in early 2024 before rolling out to all U.S. customers later that year. Today, Rufus helps Amazon shoppers find products, get recommendations, and perform product comparisons. According to e-commerce data from Adobe Analytics, which tracks more than 1 trillion visits to U.S. retail websites, AI traffic to U.S. retail sites increased by 805% year-over-year...
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