Rufus is a new helper made by Amazon that uses a smart computer program to suggest products people might want to buy. Some people are worried that Rufus will show more items from companies who spend more money on ads, which isn't very fair. Right now, it seems like Rufus doesn't care about ads and just wants to help you find good stuff. But in the future, Amazon might change Rufus to show things that make them more money from ads. Some experts think this is a good idea because it will bring more business to Amazon, while others worry that people won't trust Rufus if he keeps changing what he shows based on ads. People at Amazon hope that Rufus can be a helpful and reliable friend for finding things online. Read from source...

1. The article focuses on a hypothetical scenario of introducing sponsored results through Rufus, rather than presenting factual evidence or Amazon's official statements.
2. It mentions the FTC allegations against Amazon, but does not provide any context or details about the case or its implications for Rufus.
3. The article contrasts Rufus with other AI assistants that may be influenced by advertising, without considering possible differences in their algorithms, data sources, or objectives.