Amazon’s trial run of its agentic AI feature has led to concern and frustration among online retailers in the United States after it enabled purchases without clear consent and in some cases, reportedly hallucinated products for sale.The agentic AI feature known as ‘Buy for Me’ also reportedly led to a few instances where the products that had been listed were never sold or were out of stock. In February 2025, the tech giant announced an AI feature called ‘Shop Direct’ that shows consumers various items from other brands’ websites on Amazon. What is the alternative to AI replacing humans in e-commerce ?
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