Amazon’s AI chatbot, Rufus , saw a surge of adoption on Black Friday, according to new data published over the weekend by market intelligence firm Sensor Tower . In the U.S., Amazon sessions that resulted in a purchase surged 100% on Black Friday compared with the trailing 30 days, while sessions that resulted in a purchase and didn’t include Rufus increased by only 20%.

In addition, Amazon saw a 75% day-over-day increase for sessions that included Rufus and resulted in a purchase, compared with just a 35% day-over-day increase for sessions without Rufus that had resulted in a purchase.

The firm also noted that Amazon sessions that involved the AI chatbot outpaced total website sessions.

On Black Friday, Amazon’s total website sessions increased by 20% day over day, while those th

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