In a move that could be seen as either innovative or nonsensical, Amazon has decided to show shoppers artificial images of products when they search for items. The idea is to help users find what they’re looking for more easily by offering them visual options based on their query.

For example, if you type in 'blue gingham dress', Amazon’s AI might present several dress styles as potential matches. But this approach raises some eyebrows. What happens when a customer gets their hopes up only to find that the product isn’t available?

The feature is part of a broader trend at Amazon where artificial intelligence is increasingly integrated into the shopping experience. From summarising customer reviews, to offering shoppable collages and visual searches through Amazon Lens Live, it seems like anything goes in making your online shopping journey more… interesting.

However, this latest development might just be too much for some. It’s a step that could blur the lines between reality and imagination in e-commerce, or simply make customers feel misled as they navigate through search results.