Artificial intelligence is now common in daily life, and major retailers are moving fast to build it into the shopping experience. Stores use AI to guide purchases, scan items at checkout, and answer customer questions in real time. But the rollout has not been smooth. In Australia, one store had to adjust its system after an AI tool began ranting to shoppers about family members that did not exist. The incident raised concerns about how reliable these tools really are when they interact directly with customers.
Amazon is now pushing deeper into AI with a new feature aimed at online shoppers. The tool, called Join the chat, is part of its Hear the highlights system. It lets users ask live questions about products while two AI generated hosts discuss the item and provide feedback. The feature is meant to replace the usual process of scrolling through reviews and product descriptions. Instead, shoppers get instant answers in a conversational format. Amazon is betting that faster answers will lead to faster purchases.
lol, give it a week, looking forward to all the ways ai podcasts could go hilariously wrong
— Suburban (@Suburbannnn) April 30, 2026
Reaction online has been mixed. Some users say the feature is entertaining but not very useful. Others have called it unnecessary and even frustrating. A few users have tested the limits of the system, trying to get unusual or unexpected responses from the AI. Not every product supports the feature yet, and some shoppers may not see it available. Amazon has not said when or if it will expand across its full catalog.
Other retailers are following a similar path. Target has started rolling out its own AI assistant on its website. Like Amazon, the company is leaning into automation to handle customer questions and guide purchases.
Still, one fact remains unchanged. If an AI tool gives bad advice and a shopper buys the wrong item, the customer is still responsible for the purchase. That reality is fueling skepticism as companies continue to push AI deeper into everyday retail.
***
English (US) · 