Amazon has announced its decision to employ generative AI to transform product reviews.
The new features will help shoppers quickly gauge product feedback without delving into countless individual reviews.
Amazon stated that it will utilize this technology to feature “a short paragraph of text right on the product detail page that will highlight the product features and customer sentiment mentioned across the customer reviews.”
The company said, “This blurb of text could be used to get an overall sense of the common themes across the reviews more easily.”
Additionally, Amazon plans to present them as interactive buttons. Customers keen to explore specific feedback concerning attributes like “ease of use” or “performance” can simply click these buttons to filter relevant reviews.
These AI features will be introduced to a small segment of US mobile users. Amazon intends to test the new feature and expand it to more users in the future, stating, “The company will work to learn and fine-tune its AI models to improve their effectiveness.”
Amazon also highlighted the risk of creating AI feedback summaries from potentially fake reviews.
To combat potentially highlighting fake reviews, Amazon emphasized that the AI-driven summaries will only encompass feedback “from verified purchases.”
They added, “This includes machine learning models that analyze thousands of data points to detect risk, including relations to other accounts, sign-in activity, review history, and other indications of unusual behavior, as well as expert investigators that use sophisticated fraud-detection tools to analyze and prevent fake reviews from ever appearing in our store.”
Fake reviews remain common throughout Amazon, and generative AI makes them tougher to tell apart from the real thing.
While the “verified purchase” tag makes it easier to distinguish authentic reviews, as many as 40% of all reviews are predicted to be fake in some way.