Dr. Ellis Whitehead, a data scientist specializing in AI, discusses the revolutionary custom large language model, Rufus, designed to enhance the shopping experience on Amazon. Oana Padurariu shares insights on optimizing product listings, emphasizing key attributes like gluten-free options. Jeffrey Anderson, a former Amazon seller, highlights challenges in advertising with Rufus, particularly regarding reporting features. All three guests explore the power of reinforcement learning, showing how Rufus continually evolves through customer feedback, dramatically improving personalized shopping.