Amazon is gearing up for a significant overhaul that will transform the search experience across both its website and app. The retail giant is set to roll out upgraded generative AI capabilities that offer a more conversational, detailed, and personalized user experience in the US from January. The decision to revamp Amazon, which has been codenamed Project Nile, reportedly comes from new VP Joseph Sirosh, a former Microsoft AI executive. Amazon’s new generative AI tool will be developed using human AI trainers, who will continuously review the quality of answers the bot provides. During a company-wide town hall meeting, Sirosh told Amazon staff that the website's new AI feature should be seen as a deeply knowledgable in-store salesperson.