Decoding Rufus: Key factors behind AI product recommendations

Since AI-assisted shopping began dominating the industry conversation, countless opinion pieces have proposed various strategies and tactics for improving brand visibility. Yet few have validated these ideas with real data or applied experimentation.

To address this, Publicis Commerce united the comple-mentary expertise of Profitero+ and Mars United Commerce, partnered with leading brands to measure performance within Amazon Rufus, identify the factors that influence AI-driven recommendations, and quantify their downstream impact.

In this report, you’ll learn about:

• Can Rufus be influenced simply by updating content?
• If so, what conditions must be met for content optimization to work?
• What impact does Rufus optimization have on traffic, conversion and sales?

Using data-backed analysis of brand performance within Amazon Rufus, we identify the factors that influence AI-enabled product recommendations and evaluate whether foundational content optimizations can meaningfully improve visibility and sales.

Download the full report to take your first step toward optimizing for the next generation of commerce.

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