Amazon is the latest tech company to unveil a new generative AI tool intended to personalize your online experience. In a blog post on Wednesday, Amazon announced a new feature called Interests to help shoppers discover products in its store that match their hobbies and preferences.

Amazon announced this week its new generative AI tool that is designed to help shoppers find the best items based on their unique passions and interests, leading to an easier and more effective shopping experience.

Amazon is testing both a new artificial intelligence shopping tool that finds new products matching a consumer’s interests and a health-focused chatbot, as the company moves forward to deploy the technology on its platforms.