SEATTLE — Amazon is introducing an AI assistant called Rufus into its mobile shopping app.

The generative AI feature will be rolled out over the coming weeks. Users will activate the feature by speaking or typing questions into the mobile search bar, and Rufus will generate answers via a chat dialog box about products and recommend items to buy.

Amazon announced the new AI feature earlier this month ahead of its fourth quarter earnings report. The tech giant topped expectations for the three months through December 31, posting record revenue of $169.9 billion, up 14% from a year earlier.

Revenue for full-year 2023 increased 12% to $574.8 billion.

“This Q4 was a record-breaking holiday shopping season and closed out a robust 2023 for Amazon,” Andy Jassy, Amazon’s chief executive officer, said in announcing the quarterly financial results.

Amazon said its AWS cloud computing segment exceeded forecasts, with fourth quarter sales up 13% to $24.2 billion.

The company’s advertising services unit also topped expectations, with fourth quarter revenue up 27% to $14.6 billion. Amazon introduced new advertising tools, including generative AI solutions to help brands produce lifestyle imagery that can make ads more engaging, and a sponsored TV offering that enables brands that sell in Amazon’s store to run streaming ads on Amazon Freevee, Twitch and third-party streaming services through Fire TV apps.

Revenue from subscription services, including Prime, increased 14% to $10.4 billion. Amazon announced during the quarter that Prime members in the U.S. can add health care from One Medical to their Prime membership for $9 per month, or $99 annually, and include up to five additional family members for $6 per month each.

Physical stores, including those operating under the Whole Foods and Amazon Go banners, accounted for $5.1 billion in revenue, up 4% year on year.

Online stores contributed revenue of $70.5 billion, a 9% increase from a year earlier. Amazon said it had a record-breaking Black Friday and Cyber Monday holiday shopping event. Customers worldwide purchased more than 1 billion items on Amazon during the 11 days of deals.

Amazon in the quarter introduced Sequoia, a new robotics system that identifies and stores inventory up to 75% faster and, when integrated with other technologies, can reduce order process time by up to 25%. The company forecasts sales in the current quarter of between $138 billion and $143.5 billion. First quarter operating income is expected to range between $8 billion and $12 billion.