Amazon just launched Rufus, an AI shopping assistant trained on product data, reviews, and customer habits. You ask it a question, and it gives you a clear, helpful response.
Rufus now suggests follow-up questions. Some are truly helpful. Others will now be sponsored by brands.
For example, when searching for a smartwatch, if you ask Rufus why a brand is the best, you might get prompts like, “What exclusive features does it have?” or “How does it compare to other companies?”.
We assume AI is neutral and fair. But when these assistants start pushing you toward paid prompts, the line between a helpful suggestion and an obvious ad disappears.
The internet started as a place for information, then became an ad engine. Now, LLMs are following the exact same track.