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Rajiv Mehta
Vice President of Conversational Shopping at Amazon, leading development of Rufus, the company's AI-powered shopping assistant integrating LLMs with commerce data and personalization.
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Dec 17, 2025
• 42min
Amazon VP on Rufus and the Future of Search
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In a captivating conversation, Rajiv Mehta, Amazon's VP of Conversational Shopping, reveals the future of retail with Rufus, the AI-powered shopping assistant. He shares how Rufus transforms shopping through personalized, natural-language interactions and innovative features like image uploads and price alerts. Mehta discusses the impact of deep personalization on customer loyalty and conversion rates, highlighting that Rufus users are 60% more likely to make a purchase. Expect AI-driven, tailored shopping experiences to redefine how we discover products.
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