WORK SAMPLES: AI AND SOCIAL MEDIA
Copywriter: Sarah Sawyer Designer: Tania Valin
INTRODUCING RUFUS
Amazon’s new AI shopping assistant
Powered by generative and agentic AI, Rufus is built to make shopping faster and easier by providing customers with useful information and product recommendations, taking center stage on Amazon.com.
Leveraging insights from each customer’s individual Amazon shopping activity, Rufus’ predictive capabilities provide tailored answers and personalized product suggestions based on conversational context.
Messaging strategy: Messaging strategy: Find easy-to-understand ways to introduce Rufus and compel users to give it a try. Communicate user benefit: quicker, easier, and more satisfying holiday shopping experiences. Incorporate a demo prompt to get users started.
Program result: More than 250 million customers have used Rufus this year, with monthly average users up 149% and interactions up 210% over the past year. Customers who use it while shopping are over 60% more likely to make a purchase during that shopping trip.
YOUR HOLIDAY SHOP
Holiday gift shopping, personalized with AI
In Q4 2025 Amazon launched its first AI-generated, personalized holiday gift shopping experience to 50 million US customers. My role included customer-facing messages promoting this experience through social media, on-site assets and CRM; copy for the feature itself; and collaboration with Gen-AI Personalization Leaders and Marketing Operations on AI-generated copy and product recommendations to improve the LLM’s outputs in terms of customer relevance, brand standards, and copy best practices.
Messaging strategy: Choose a name that puts personalization up front and aligns the program with an already known and loved annual feature: Your Holiday Shop. Follow with the promise of exceptional curation that gives shoppers the gift of easier gift-giving and thoughtful gifts for those they love.
Messaging strategy: Choose a name that puts personalization up front and aligns the program with an already known and loved annual feature: Your Holiday Shop. Follow with the promise of exceptional curation that gives shoppers the gift of easier gift-giving and thoughtful gifts for those they love.
Writing behind the scenes: Writing behind the scenes: This innovative program allowed me to collaborate with marketing, AI integration, and UX. This recommendation from a colleague may best give you an idea of the scope of this work.
SOCIAL MEDIA WORK SAMPLES
During my time at Amazon, I wrote social media posts for high-volume events like Prime Day, Prime Big Deals Day, Black Friday, Cyber Monday, Big Spring Sale, Mother’s Day, Father’s Day, and Back To School/Off To College.
For additional social media examples, please see:
For additional social media examples please see:
Reason-To-Believe posts: These social images included reason-to-believe callouts for popular gifts. They were chosen in collaboration with marketing teams and written to support confidence in the quality and appropriateness of popular gift ideas.
