Amazon’s New AI Assistant “Rufus” Named in Tribute to Company’s First Office Dog

Published

3 months ago

October 31, 2024

RTX

In a nostalgic nod to its early days, Amazon has named its latest AI shopping assistant “Rufus,” honoring the beloved Welsh corgi who was a fixture at the company’s first Seattle office in the 1990s. Rufus joins the ranks of AI assistants from major tech companies, each with unique backstories and chosen names meant to evoke distinct personalities. The launch comes just before the 10-year anniversary of Amazon’s original voice assistant, Alexa, which was inspired by the historic Library of Alexandria.

The real-life Rufus, who accompanied Amazon’s early employees during the startup years, wasn’t just a companion. His playful antics and friendly presence quickly became a staple at the Amazon office, helping to shape the company’s now-iconic pet-friendly culture. Employees brought him along during long work hours as Amazon prepared to go public, and soon Rufus became part of the team, fetching tennis balls in the hallways and napping under tables during meetings. In a humorous twist, his paw was even used (with some human help) to launch new website features, including Amazon’s now-famous recommendation algorithm.

After Rufus passed away in 2009, his legacy continued. Amazon’s Seattle campus now includes the Rufus Building, where the new AI shopping assistant was developed, and the company has become well-known for its dog-friendly offices, which currently host over 10,000 registered employee pets. According to Rajiv Mehta, Amazon’s vice president of search and conversational shopping, the decision to name the AI after Rufus was well-considered. “We did extensive research on the name Rufus from many marketplaces that Amazon operates in, and overall, we found that it resonated with customers around the world,” Mehta said.

Unlike Amazon’s Alexa, Rufus does not have a voice interface; instead, it currently responds through text and images, focusing on helping customers with questions about products. Since its soft launch, Rufus has already fielded over 100 million queries from users in the US, UK, and India, offering advice on various purchases. While Mehta declined to confirm any future integration plans with Alexa, he noted that the two AI platforms are managed by separate teams.

The choice of “Rufus” stands out among AI assistant names, which often carry thematic significance. Google’s new assistant, Gemini, references both the Latin term for twins and a partnership between DeepMind and Google Research, while Apple’s “Siri” was named after a Norwegian colleague of its original creator, translating to “beautiful woman who leads you to victory.”

Rufus also appears to have retained some of the charm of his canine namesake. When prompted for information about dogs, the AI assistant responded with warmth, noting that dogs are “one of the most beloved pets in the world” and lauding their loyalty, friendliness, and the health benefits they bring to owners.

With Amazon’s latest AI now deployed in several regions, Rufus is set to carry forward the legacy of the original office dog, embodying the friendly, approachable ethos that Amazon hopes will resonate with customers worldwide.

Technology

DeepSeek’s Rise Shakes AI Industry, Sends Shockwaves Through US Tech Sector

Published

7 hours ago

January 28, 2025

RTX

A new AI app from China, DeepSeek, has sent shockwaves through the tech industry, markets, and the prevailing belief in American dominance in artificial intelligence (AI). The app’s meteoric rise has raised questions about the future of the AI sector, as well as the cost-effectiveness of AI development.

Venture capitalist Marc Andreessen referred to the launch of DeepSeek as AI’s “Sputnik moment,” drawing comparisons to the Soviet Union’s launch of the Sputnik satellite, which triggered the space race. Over the weekend, DeepSeek became the most downloaded free app on Apple’s US App Store, and by Monday, it was already having a profound effect on the markets. The app’s launch sparked a massive sell-off of major tech stocks, including a 17% plunge in the share price of AI chipmaker Nvidia, which lost nearly $600 billion in market value — the largest drop in US stock market history, according to Bloomberg.

What has stunned Silicon Valley is the claim by DeepSeek’s developers that the app was built for just $5.6 million — a fraction of the billions spent by AI giants like OpenAI, Google, and Anthropic. While OpenAI spent $5 billion in 2023 alone, DeepSeek’s developers suggest that this low cost could signal a breakthrough in AI development, potentially disrupting the established industry.

In a growing sense of disbelief, many in the tech world have been left questioning DeepSeek’s viability and the accuracy of its financial claims. Some analysts have speculated that the app’s success could indicate a shift in how AI is developed and delivered, with lower costs and fewer resources than previously thought necessary. DeepSeek’s models reportedly use open-source software and existing technology, which has led some to speculate that its use of Nvidia’s H800 chips may have been facilitated by stockpiling during the past years.

The development has also spurred concerns about US dominance in the sector, as the country has long assumed its control over high-end chips and data centers gave it an advantage in the AI race. However, China’s sudden emergence as a serious player with DeepSeek has led many to reconsider the global balance of power in AI.

Billionaire Sam Altman of OpenAI, who has largely stayed quiet on the matter, did comment late on Monday, acknowledging DeepSeek’s “impressive” performance. While Altman reaffirmed OpenAI’s position as a leader in AI, he welcomed the competition, calling it invigorating.

DeepSeek’s arrival has left many observers unsure of what the future holds for US semiconductor giants and raised broader questions about the long-term implications of AI development. With this new development, China has flexed its muscles in the AI sector, making clear that the race for dominance is far from over, and the US may no longer have a clear upper hand.

Technology

What We Can Learn From Communities That Carry Heavy Loads

Published

1 day ago

January 27, 2025

RTX

In rural Vietnam, farm workers carry loads that often exceed their body weight, walking miles daily with impressive ease. Their secret lies in the use of springy bamboo poles, which allow them to adjust their gait so that the weight oscillates with their strides. According to a study, this technique reduces the effort required to lift the load by about 18%.

While the bamboo poles play a key role, years of physically demanding labor have also made these workers exceptionally strong. For most people, carrying such heavy loads is unimaginable, but the methods and strength of these farm workers offer lessons for building strength and resilience in daily life.

Strength has fascinated humans for thousands of years. Evidence of early weightlifting competitions can be traced back to ancient Egypt, Greece, and China, with records of resistance lifting as early as 557 BCE. In modern times, weightlifting has evolved into an Olympic sport, showcasing feats like Georgian weightlifter Lasha Talakhadze’s record-breaking 267kg clean and jerk at the 2021 World Weightlifting Championships.

While such extreme displays of strength may be beyond reach for most, strength training offers tangible benefits for everyone. Regular strength training improves health and mobility, particularly in older adults, and is associated with lower mortality rates from conditions like cancer and heart disease. Research also suggests that strength training can benefit mental health, boosting overall well-being.

Developing the capacity to carry heavier loads starts with building muscle, particularly in the core and auxiliary muscles that stabilize the body. “Our bodies are adapted to carrying our own body mass, but adding extra weight requires consistent strength training to grow your load-carrying muscles,” explains Jeffrey Ackerman, a teaching professor of mechanical engineering at the Colorado School of Mines.

However, muscle size alone doesn’t guarantee strength. Training muscle activation—learning to maximize the efficiency of muscle use—is equally important. Experts caution against jumping straight into heavy lifting. Instead, they recommend focusing on proper technique and gradually increasing weights over time to build strength safely and effectively.

The lessons from Vietnam’s farm workers and other strength-building practices worldwide highlight the remarkable adaptability of the human body. With the right techniques and consistent effort, many of us can develop the strength to carry more—both physically and metaphorically.

Technology

Google to Combat Fake Reviews with Major Process Changes in the UK

Published

4 days ago

January 24, 2025

RTX

Google has agreed to implement significant changes to its processes in an effort to combat fake reviews of UK businesses, the Competition and Markets Authority (CMA) announced on Thursday. The move comes as part of a commitment to improve transparency and ensure consumers can trust online reviews.

Under the new measures, Google will attach warnings to businesses found to have artificially inflated their star ratings. The worst offenders will have their review function disabled, preventing them from receiving any new reviews. Additionally, individuals who repeatedly post fake or misleading reviews will face bans from posting, regardless of their location.

Sarah Cardell, Chief Executive of the CMA, emphasized the importance of these changes in ensuring consumer trust. “The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices,” she said in a statement.

The new rules specifically apply to business reviews on Google Search and Google Maps, but will not affect product reviews on the platform. Google’s spokesperson told the BBC, “Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly – often before they ever get published.” The company added that its collaboration with regulators like the CMA is part of ongoing efforts to combat fake content.

The CMA estimates that £23 billion of UK consumer spending each year is “potentially influenced” by online reviews, highlighting the significant impact that both real and fake reviews have on business success. The issue of fake reviews has grown more complex with the rise of artificial intelligence (AI), which can generate highly convincing false reviews.

Google has already begun implementing the new restrictions, and the CMA has stated that the company will report its progress over the next three years to ensure the changes are effective. After this period, Google may adjust its approach to handling fake reviews based on technological developments.

“This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note,” Cardell added.

The investigation into fake reviews has been ongoing since June 2021, when the CMA began looking into both Google and Amazon for failing to adequately address the issue. The CMA’s investigation into Amazon remains ongoing.

With these new steps, Google aims to restore consumer confidence in online reviews and demonstrate its commitment to tackling the growing problem of fraudulent content.