Rufus Remembers Me

Retail Media Breakfast Club · Aug 25, 2025 · 8m · transcript

I asked Amazon’s Rufus a simple question—and its answer was uncomfortably (and impressively) specific. In this episode, I unpack why that moment matters: Rufus appears to be building persistent memories about who we are as shoppers, shifting from a mere search tool into something that feels like a relationship.

I break down how this differs from legacy “people who bought X also bought Y” personalization, why this could upend my prior stance on retailer chatbots, and what it means for both consumer brands and competing retailers. Think long‑term context, cross‑category intelligence, and what…