Foreign media reports that Amazon has begun incorporating AI-generated product images into its shopping app. After a user enters a search term, the system first provides a set of visual options before guiding them to more specific search results. Amazon hopes this will help users find products more quickly when they don't know the exact terminology.

Search results are shown in images first.

When users search for a blue plaid dress, they may first see images of different sleeve lengths, overall lengths, and styles. Clicking on one will redirect the page to results for items that are closer to that style. Amazon states that this feature incorporates its visual search capabilities.

Foreign media questioned the misleading nature of the content.

TechCrunch argues that this practice could mislead consumers into believing the platform actually carries the corresponding products. The article points out that e-commerce platforms already possess a large number of real product photos, but choosing to display AI-generated images first can easily confuse the search experience.

Amazon continues to increase its investment in AI

This isn't the first time Amazon has incorporated AI into its retail strategy. The company has previously used AI to summarize product reviews and has also launched audio-based product summaries, shopping collages, visual search tools, and shopping assistants for voice and text queries.