In this episode of The New Frontier, Jo and Max are joined by Artiom Enkov , VP of Insights at Gener8 to unpack one of the first detailed UK and US data studies on Amazon Rufus usage. Drawing on a fully consented metered panel of more than 50,000 Android users, Generate reveals a surprising demographic twist: Rufus is indexing highest among older shoppers, especially Baby Boomers, Gen X, and retired users, rather than the AI-native younger generations many would expect.
The conversation dives into how shoppers are actually using Rufus inside Amazon. In the US, where Rufus has more advanced functionality and account memory, users lean heavily on comparison, product evaluation, post-purchase questions, and more complex prompts. In the UK, where Rufus is still more limited, usage is more focused on quick factual answers about products. The team explores why Rufus appears to be less about top-of-funnel discovery and more about helping shoppers navigate the “messy middle” of purchase decisions.
The episode also looks ahead to the future of AI-powered commerce, including sponsored Rufus prompts, advertising inside AI shopping journeys, trust in AI recommendations, and Amazon’s move toward scheduled actions and agentic purchasing. From comparison tables to automated replenishment, the discussion highlights how Rufus could reshape not only search and advertising on Amazon, but the way brands think about optimization in an AI-first shopping environment.
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