In a bid to enhance the shopping experience for its customers, e-commerce titan Amazon has turned to artificial intelligence (AI) to provide concise summaries of product reviews that highlight the pros and cons. Reviewers have noticed these AI-generated summaries accompanying certain products on the company’s mobile shopping app. The summaries make it clear that they were written by AI, based on customer feedback. For instance, an AI-generated review summary about an air purifier states that the product has received positive feedback from customers in multiple areas, with many customers praising its air-cleansing abilities and considering it the best air purifier available.
The summary also mentions that the device is quiet, efficient in eliminating odors, and stylish. On the downside, the summary acknowledges that there are mixed opinions among customers regarding its effectiveness in reducing allergies and asthma.
To indicate that these reviews are AI-generated, each review comes with a disclaimer stating, “AI-generated from the text of customer reviews.” This new feature could prove helpful for new products that lack an extensive collection of consumer reviews, as it can generate interest among potential customers.
Marketing expert Mark Wieczorek, Chief Technology Officer at Fortress Brand, which specializes in assisting health-and-wellness brands in establishing their presence on Amazon, believes that this AI feature could level the playing field for newer products that haven’t had enough time to accumulate numerous reviews. He notes that established products often enjoy an unfair advantage. Wieczorek suggests that AI can direct customers towards newer products that don’t have what he refers to as “review moats.” While Amazon did not provide a comment on this specific mobile app feature, the company did indicate its active exploration of AI technologies. An Amazon spokesperson stated, “We are significantly investing in generative AI across all of our businesses,” demonstrating their commitment to AI experimentation.
Amazon, like other online retailers, has faced challenges with fake product reviews, authored by fraudsters or manufacturers seeking to enhance their products’ popularity and attract consumers. In the past, Amazon filed a lawsuit against the administrators of over 10,000 Facebook groups that incentivized individuals to post fabricated product reviews.
In conclusion, Amazon’s innovative use of AI to summarize customer reviews and highlight product strengths and weaknesses showcases their commitment to improving the shopping experience. With this new feature, they aim to address the advantage enjoyed by older products with more reviews and introduce customers to newer, potentially superior entrants. Through ongoing AI investments, Amazon plans to continue exploring generative AI to enhance their various businesses. By tackling the issue of fake reviews, Amazon is actively working towards a more trustworthy and reliable shopping platform for its customers.
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