Amazon is reportedly giving its search bar an artificial intelligence-powered makeover. “Project Nile” is set to debut in January and offer shoppers a smarter way to find products, according to Insider Today via Business Insider (a paywalled publication). Amazon has made its new search bar a top priority, according to the report.
Like many companies, the e-commerce giant is looking for opportunities to use AI in its services and products to gain a competitive advantage. The public and private sectors have developed a voracious appetite for all things AI after ChatGPT went mainstream earlier this year.
Improving the search bar could be a key way to boost engagement on the site . According to the report, 61% of online shoppers begin their searches on Amazon.
It’s unclear how Amazon’s search bar will handle third-party sellers, if it will integrate Alexa, or if Project Nile will open up the company to legal risks, given the potential pitfalls of AI.
Last month, Amazon rolled out a number of changes geared towards a more streamlined search process while shopping online. The new features included the ability to combine text and images to narrow down queries, a refreshed View in Your Room tool, visible sales data trends for products, more detailed reorder information, and Find-On-Amazon, which makes it easier to search Amazon for products you found elsewhere, like Pinterest.
It’s possible these features could be further improved when Project Nile launches.
Amazon said it recently announced new Amazon Web Services updates that aim to help customers tap into AI’s potential to improve productivity and security with Amazon Bedrock. The company also previewed a more conversational Alexa powered by AI as well as introducing customers to review highlights and tools to help customers write product listings.
“This is just the tip of the iceberg, and while we don’t comment on rumor or speculation regarding future plans, we’re going to keep inventing in generative AI across all of our businesses,” an Amazon spokesperson said via email.