Amazon has rolled out an update to its search bar, now capable of displaying AI-generated images of products based on user descriptions. Currently, this in-app functionality is limited to apparel and home goods, allowing customers to select an image that best matches their desired item and then search for similar-looking products.
In a recent blog post, Amazon positioned this feature as a valuable tool for shoppers who may struggle to recall the precise name of a texture or style. For instance, users can describe a "shirt with a draped collar" if they cannot recall the term "cowl neck." While this functionality appears highly beneficial for such specific scenarios, its utility might be less pronounced for simpler searches, such as a "blue t-shirt."
This initiative follows Google's introduction of a similar AI Mode feature last year, which generates images of simulated outfits and decorations to help users discover real-life lookalike products. Concurrently, online retailers are increasingly integrating advanced AI models like Gemini and ChatGPT, signaling a deeper embedding of artificial intelligence across the shopping landscape.
It's worth noting that Amazon employs AI differently for its separate "shop by style" feature. In this case, AI is used to generate collages that incorporate the specific clothing item a user is searching for, rather than creating fictitious products.
For example, if a user searches for denim shorts, Amazon will present a carousel of suggested outfits featuring denim shorts. Crucially, while these outfits are AI-generated, the clothing items depicted within them are real and available for purchase. Both of these innovative features are scheduled for release on Amazon’s mobile application for both Android and iOS devices.
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