Amazon in April added a 'Buy for Me' mode to its Rufus digital assistant, allowing users to command it to make purchases at retailer websites off Amazon's platform. — Unsplash
NEW YORK: Internet giants are diving deeper into e-commerce with digital aides that know shoppers' likes, let them virtually try clothes on, hunt for deals and even place orders.
The rise of virtual personal shoppers springs from generative artificial intelligence (AI) being put to work in "agents" specialising in specific tasks and given autonomy to complete them independently.
