Fantastic synthesis of the Morgan Stanley data. The 4x gap between ChatGPT adoption (45%) and Rufus (11%) is honestly pretty striking given Amazon's captive traffic. I've been tracking these agentic assistants since launch and the problem seems to be that shoppers already have a mental model for ChatGPT but Rufus still feels like "just another on-site widget". That $115B base case is conservative if even half the grocrey meal-planning use case converts, which tbh seems inevitable at this point.
How to access the full version of the two mentioned Morgan Stanley reports?
Fantastic synthesis of the Morgan Stanley data. The 4x gap between ChatGPT adoption (45%) and Rufus (11%) is honestly pretty striking given Amazon's captive traffic. I've been tracking these agentic assistants since launch and the problem seems to be that shoppers already have a mental model for ChatGPT but Rufus still feels like "just another on-site widget". That $115B base case is conservative if even half the grocrey meal-planning use case converts, which tbh seems inevitable at this point.