Amazon is launching an AI chatbot in beta for select Canadian customers through its mobile app.

Dubbed Rufus, the bot is designed to improve the shopping experience by making it easier for customers to find products. The tool – which has been trained using Amazon’s arsenal of data, including customer reviews, product catalogues and other tangential public information – can answer customer questions about shopping needs and products, as well as make comparisons and recommendations.

To use Rufus, Amazon is asking shoppers to update their Amazon app to the latest version, which will then allow them to tap a small icon on the bottom right that displays a chatbot-style interface.

The e-commerce giant first tested Rufus in the U.S. in February, before officially launching it five months later. In the intervening months, a beta version of the assistant was released in India and the U.K. The technology, which has also been rolled out in France, Germany, Italy and Spain, will gradually be made available to more consumers in Canada in the coming weeks.

Rufus isn’t the only generative AI tool Amazon has been working on. Over the past year, the company introduced AI capabilities that help Amazon’s sales partners write product titles and descriptions in a more engaging and effective way.

The company also announced in June that it will invest up to $230 million in startups developing AI-powered generative apps. The investment aims to position Amazon’s AWS Generative AI Accelerator program as an attractive option for startups developing gen AI models to power their products, apps and services.

Several IT companies recently upgraded their AI-based chatbots in an effort to increase traffic to their products. Earlier this month, Microsoft revealed that it was revamping the advertising experience on its Copilot platform, an AI-powered personal assistant that helps brands create campaigns across channels. Google also added new capabilities to Gemini to provide more targeted support, and Meta introduced a set of AI features that allow users to talk to a bot and personalize the voice they want to hear.