Amazon’s big Prime Day pitch is its AI assistant. Is it working?

Amazon's Prime Day is showcasing its AI tools like Alexa and Rufus to enhance the shopping experience, aiming to make deals more personalized and seamless. This move underscores Amazon's strategic shift towards integrating AI to boost customer engagement and streamline shopping. While the discounts are enticing, the effectiveness of these AI tools in actually improving the shopping experience remains a critical question. This initiative could redefine how retailers leverage technology to drive sales and customer satisfaction.