The news: Amazon launched an interactive, AI-powered audio feature that lets shoppers ask product questions and get answers in real time. The feature, called “Join the chat,” is meant to mimic interactions with store employees.

Join the chat works inside “Hear the highlights,” Amazon’s AI feature that presents short-form audio summaries of items based on an analysis of product details, customer reviews, and web information.

• AI hosts, called “AI shopping experts,” answer in real time based on reviews and product details, then continue speaking where they left off.
• Users can ask questions—like “Is this sweater itchy?”—while listening to a summary of the product.
• The AI can build on previous answers to provide a tailored response, without repeating information.

The bigger picture: We expect 79.6 million US consumers will use AI platforms and assistants for shopping this year, reaching 109.3 million by 2030. Amazon and other ecommerce platforms are counting on that cohort with their AI features.

Join the chat could update how consumers interact with online stores by adding a conversational, hands-free way to research products that reduces the need to scroll through lengthy descriptions or reviews.

• By replicating the in-store experience with AI and mimicking employee assistance, Amazon could help shoppers make more confident, faster decisions.
• In addition, more informed purchases could increase conversion rates and reduce returns.

The challenge: Instead of skimming bullet points or reviews, users are now receiving interpreted and summarized answers. That can complicate how shoppers view and discover new brands as well as how companies promote their products.

• As reviews and product specs are distilled into spoken responses, unclear or vague content could cause AI to misrepresent products.
• Brand differentiation could flatten if multiple products are summarized in similar ways, risking dilution of brand voice and identity.

Recommendations for brands: If AI answers questions in real time and reduces friction, decision moments may happen faster, earlier, and with less direct contact with brands. Those that understand how to show up in conversational answers through generative engine optimization (GEO) and clear language will have an advantage.

• Ensure key selling points for products are immediately accessible and easily interpreted by AI, not buried deep in descriptions and product answers.
• Pay attention to recurring themes in reviews, such as comfort and durability, as AI is likely to surface this feedback directly. This information can be used to help companies respond to reviews and resolve customer concerns and could lead to improved feedback from users.