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Amazon’s AI Shopping Assistant ‘Rufus’ Launches in India!

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Amazon’s AI Shopping Assistant ‘Rufus’ Launches in India

Online shopping more accessible than ever, platforms like Amazon offer consumers countless choices, but navigating these options can be overwhelming. To streamline the shopping journey, Amazon has introduced an AI-powered chatbot named Rufus. Currently in beta, Rufus is available to select Android and iOS users in India.

What is Amazon Moments?

Amazon Moments is designed to help users relive iconic moments from their favorite shows and movies by allowing them to save and share clips within the app. With movie and TV show scenes frequently shared on social media, Moments puts Netflix in the game by letting users highlight and circulate memorable content directly through the platform.

In a statement to Variety, Netflix actor Giancarlo Esposito expressed his enthusiasm for Moments, saying, “I know firsthand there’s something magical that happens when a powerful story finds its audience on Netflix. Suddenly everyone is captivated and can’t stop talking about it, and that passion just keeps compounding.” Netflix hinted that this is just the beginning for Moments, with “more features” planned to enhance the sharing experience.

How Does Rufus Work?

According to Amazon, Rufus can be accessed while using the mobile app. The new Rufus icon will appear in the lower right corner of the screen. Users can click on this icon to open a chat window where they can ask questions related to shopping needs, products, and comparisons. For example, users can inquire about specific products by asking questions like “What should I consider when buying a washing machine?” or “Should I choose a fitness band over a smartwatch?” Rufus will provide tailored recommendations based on user preferences.

User Experience

Creating a seamless shopping experience, Rufus allows customers to interact naturally with the app. Users can ask broad questions or seek specific product comparisons. For instance, if looking for a smartphone, Rufus can help filter options based on criteria like battery life, display size, and storage capacity.

Enhancing E-Commerce Engagement

With Rufus, Amazon aims to enhance viewer engagement and provide a more interactive way for fans to connect with the content they love. This new feature aligns with Amazon’s ongoing mission to make the shopping experience more social and accessible.

Limitations and Future Improvements

While Rufus performs well in many instances, there are some limitations. For example, when queried about WearOS smartwatches with high battery life, it recommended the OnePlus Watch, which was close but not the optimal choice. In other cases, it suggested discontinued models like the Asus Zenfone 9 when asked about smartphones with high battery life.

Despite these inaccuracies, Amazon encourages user feedback to improve Rufus over time. Customers can rate responses with thumbs up or down and provide additional comments to help refine the AI’s recommendations.

Competitive Landscape

Rufus’s introduction comes as other e-commerce platforms also enhance their AI capabilities. For instance, Flipkart has launched its own AI-driven assistant named Flippi, while Myntra has developed features like My Stylist in partnership with Microsoft. These developments indicate a growing trend among e-commerce giants to leverage AI for improved customer service and engagement.

Conclusion

Amazon’s launch of Rufus signifies a strategic move to enhance user experience through AI-driven interactions within its app. By allowing users to ask questions and receive tailored product recommendations, Rufus aims to simplify the shopping process amidst an overwhelming array of choices.

As this feature continues to evolve and expand its capabilities, it will be interesting to see how effectively it can compete with existing tools in the market and how it impacts consumer behavior in India’s rapidly growing e-commerce landscape. The ongoing feedback loop will be crucial for refining Rufus into a more reliable shopping assistant as it rolls out more broadly across user bases in India.

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1 Comment

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    April 14, 2025 at 10:47 pm

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Setu Builds Fintech Powerhouse Leadership Team as Pine Labs IPO Nears

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Pine Labs

Setu, the API infrastructure platform and subsidiary of Pine Labs, has significantly strengthened its leadership by appointing Prashanth Nimmagada (ex-Razorpay) as Chief Technology Officer, signaling its commitment to innovation in India’s dynamic fintech landscape. Alongside Nimmagada, Setu has welcomed other top industry talent: Vijeth Pandit (ex-Razorpay) as Chief Product Officer, Ramkumar Thirumurthi (ex-Razorpay, co-founder Actyv.ai) as Chief Revenue Officer, Nikhil Ratanpal (ex-PhonePe) as Director of Product Development, and Santosh Subramanian (ex-Yes Bank, Wibmo) as Head of Finance. These high-profile hires accompany Anand Raisinghani’s (ex-SAP India) appointment as CEO, underscoring Setu’s focus on building a strong, experienced leadership bench to drive future growth.

Setu specializes in providing API-based digital financial infrastructure for services such as UPI, bill payments, KYC, and digital signatures, while also operating as an RBI-licensed NBFC Account Aggregator. With this expanded leadership team—drawn from India’s leading fintechs—Setu is well-positioned to accelerate the development of scalable, API-driven financial solutions for banks, fintechs, and enterprises. The influx of expertise from Razorpay and PhonePe veterans will bolster Setu’s technical capabilities and strategic partnerships, ensuring it remains a key enabler in India’s rapidly maturing digital public infrastructure ecosystem.

This leadership overhaul comes as parent company Pine Labs prepares for a major IPO, aiming to raise ₹2,600 crore through a fresh share issue after turning profitable in FY25. Setu’s enhanced leadership reinforces the broader group’s ambitions for international expansion, technological innovation, and financial performance. As Setu solidifies its role at the forefront of India’s fintech evolution, the company is poised to deliver advanced financial infrastructure solutions that support the country’s growing digital economy and drive Pine Labs’ strategic momentum.

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Sundar Pichai Reaches Billionaire Milestone as Alphabet CEO

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Sundar Pichai, the visionary CEO of Alphabet Inc., has officially entered the ranks of global billionaires, accomplishing this rare feat after a decade at the helm of one of the world’s most influential tech giants. Pichai’s net worth hit $1.1 billion—according to the Bloomberg Billionaires Index—fueled by Alphabet’s incredible market performance and the company’s growth of more than $1 trillion in value since early 2023. Achieving billionaire status without being a founding member sets Pichai apart, highlighting his significant impact among non-founder tech leaders.

Born in Tamil Nadu, India, Pichai’s success story is rooted in humble beginnings. He spent his childhood in a modest two-room apartment, only gaining access to a telephone at age 12. A scholarship took him to Stanford University in 1993, with his family making great sacrifices for his education. After joining Google in 2004, Pichai played a pivotal role in the development of Chrome and rose steadily, ultimately becoming CEO in 2015. His leadership through Alphabet’s restructuring and his stewardship over high-growth areas like YouTube, Google Cloud, and Google Play have been critical to the company’s success.

During his tenure, Pichai has championed aggressive investments in artificial intelligence and cloud infrastructure, positioning Alphabet at the forefront of technological innovation. While his annual salary sits at $2 million, the majority of his fortune stems from stock awards and financial incentives tied to performance. Pichai’s journey exemplifies the rise from modest beginnings to extraordinary success, serving as an inspiration and proving that transformative leadership and strategic vision can redefine what’s possible—even without a founder’s equity stake.

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IIT Hyderabad Unveils Palyanka, Heavy-Lift Drone for Air Ambulance Use

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Hyderabad - Drone

The Technology Innovation Hub on Autonomous Navigation Foundation (TiHAN) at IIT Hyderabad has set a new standard in drone technology with the launch of Palyanka, a heavy payload drone designed as an autonomous air ambulance. Capable of carrying up to 200 kg, Palyanka is engineered to swiftly transport patients, medical equipment, or critical cargo across challenging terrains, bypassing traditional barriers like road congestion and remote inaccessibility. This advanced UAV operates autonomously, making it highly effective for rapid response in both urban and rural emergencies, and stands at the forefront of disaster relief operations in scenarios such as floods and fires.

Built for versatility, Palyanka doesn’t just function as an air ambulance. Its robust design enables use in rescue missions, cargo deliveries, and even as an air taxi for metropolitan connectivity. Inspired by the Sanskrit word for palanquin, the name “Palyanka” reflects the drone’s role as a safe and efficient carrier. All components, from conceptual design to IP, have been developed in-house at IIT Hyderabad, ensuring the drone meets stringent standards for durability and performance under extreme conditions.

With a development journey spanning over five years and led by Prof. P. Rajalakshmi, TiHAN’s team has transitioned from early drone prototypes to a full-scale, high-capacity solution like Palyanka. The team is now preparing pilot projects in hilly terrains and working on further enhancing the drone’s endurance with innovative heat-resistant materials. By pioneering such indigenous solutions, IIT Hyderabad’s TiHAN is transforming emergency medical services and logistics, marking a pivotal advancement in India’s urban mobility and public safety landscape.

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