Amazon is the latest tech company to unveil a new generative AI tool intended to personalize your online experience. In a blog post on Wednesday, Amazon announced a new feature called Interests to help shoppers discover products in its store that match their hobbies and preferences.

KEY TAKEAWAYS Amazon is testing a new artificial intelligence shopping tool that finds new products matching a consumer’s interests.The shopping feature, called Interests, allows consumers to create personalized shopping prompts “using everyday language.

Amazon continues to infuse AI into its shopping tools to encourage customers to make more purchases. The company announced on Wednesday a new feature called “Interests,” aimed at creating a more personalized and conversational search experience.