I would not consider the Amazon experience a good model. After all, electricity is not a product that you can return for a refund--the closest you will get to that is disputing and/or not paying your bill... In most areas of the country you cannot even "shop around" for it. What you "buy" from a utility is service that is already included in your rates. The level of customer service is completely different and AI often has the annoying habit of not answering your questions. Data privacy is also important, and many will rightfully question whether the utility is selling customer data to third parties.
From a users point of view, you don't need AI to walk you through to establish or change service, you need a clear succinct data entry form with a direct and timely way to contact an actual human. Utility Service programs don't need annoying pop ups or AI, which more often than not makes someone spend more time getting around them to just get basic things done. Just a static display of utility programs/links, with one selected to be featured on a rotating basis, that can be clicked on for more information is all most people really need.
What you do need in cases where rates are time of day based, is a display of current and historical usage, broken down by time of day. Tips for reducing/adjusting usage would certainly be appropriate via a static graphic or a link from the usage report. Adding intermediaries via AI or third party marketing and obtrusive ads for other services is not better customer service, it is a form of disintermediation that comes between the utility and their ratepayers/customers. Sometimes simple and low tech is still better.