Amazon is working on a secret AI tool called Project Theia to improve the shopping experience on its website. The tool will generate synthetic images based on user queries and product photos, allowing shoppers to visualize products in different settings. It aims to help users discover new products and create lifestyle scenes. The company is testing the AI-powered image generator with select customers and products, indicating its commitment to leveraging generative AI to enhance the shopping experience. Theia's larger goal is to position Amazon as a place for shopping inspiration, addressing the issue of limited search utility for browsing and discovering new products. While Amazon has previously struggled to engage users with social and entertainment features, Theia represents a significant step towards inspiring and guiding online shopping. The project faces challenges in integrating the tool onto product pages, amidst competition from other services within Amazon. However, Amazon's leadership is optimistic about Theia's potential, as the company continues to innovate in the AI space. Project Theia is poised to revolutionize the online shopping experience, positioning Amazon as a key player in the future of e-commerce.