The new built-in function is now being rolled out in Amazon's applications for iOS and Android. Currently, the categories of clothing and home decor are covered. When a user enters a description in the search field, a series of AI-generated product images appear just below the usual text suggestions.
The idea is for the user to be able to click on the AI-generated image that best matches their vision. Through Amazon's visual search technology, the customer is then directed to a results page with actual, purchasable products similar to the AI-generated image.
According to Amazon, the tool is designed to help consumers who have a clear picture of what they are looking for, but may lack the correct terminology to obtain relevant search results – for example, if you are looking for a "draped collar" or rattan furniture but do not know what the material or style is called.
Disappointed Customers?
However, the launch has attracted attention for potentially misleading consumers. TechCrunch notes in its reporting that customers who do not read the information carefully risk believing they are clicking on a specific product, only to be disappointed when it turns out that the exact item in the image does not exist.
The implementation of fictional product images is one of several steps in Amazon's ongoing investment in artificial intelligence within e-commerce. The company recently introduced AI-generated collages where clothing from the platform is combined into different outfits. Unlike the new search function, however, these collages consist of real goods that the customer can actually buy. Earlier this month, the company's AI chatbot Rufus was also replaced with "Alexa for Shopping".