E-commerce AI battle escalates: Amazon launches "Help You Decide" AI feature to compete against Walmart-OpenAI alliance

E-commerce giants are continuously ramping up their efforts in the field of artificial intelligence.

On October 23, according to media reports, Amazon is launching an AI tool called "Help Me Decide," while earlier this month, Walmart announced a partnership with OpenAI, allowing consumers to browse and purchase Walmart products directly on the ChatGPT chatbot.

Amazon's AI tool aims to help solve consumers' "choice paralysis." It utilizes large language models to generate clear purchase recommendations by analyzing users' shopping history, product descriptions, and consumer reviews. When the system detects that a user is hovering between the detail pages of multiple similar products, the "Help Me Decide" feature button will automatically appear at the top of the page. Upon clicking, users will see a highly personalized recommendation based on their consumption habits. In addition to core recommendations, the tool will also provide higher and lower-priced alternatives for consumers to consider. This feature is currently available through Amazon's smartphone app or mobile browser.

The company provided an example: if a user has previously purchased winter sleeping bags and hiking boots for their child, the tool may recommend a four-season tent suitable for the whole family when the user browses tents. Amazon stated:

Amazon has adopted a cautious, incremental deployment strategy. Initially, the feature is open to "millions" of randomly selected consumers in the United States, using a limited scope of testing to evaluate the new tool's actual performance and user acceptance before deciding on the next steps for promotion.

Currently, technology companies and retailers are actively introducing artificial intelligence to reshape the shopping experience, which has primarily relied on traditional search engines. Existing search models typically return advertised products and organic search results based on user queries, while the application of large language models will allow consumers to input more precise search terms and continuously optimize recommendations through conversations with chatbots, significantly enhancing shopping efficiency.

A survey conducted by Adobe in September showed that over one-third of consumers are already using AI tools for product research, obtaining recommendations, and finding deals