Amazon Taps Generative AI for Product Review Summaries
Amazon is testing AI-generated consumer reviews, rolling out features that pick out and summarize common customer sentiment towards particular products.
The AI-powered feature gives users a short paragraph on the product detail page and showcases product features. Sentiment shared across written reviews helps shoppers determine if the product is right for them, while the AI-generated review highlights allow shoppers to pull reviews that mention specific product attributes and feature key product insights.
The feature is now available to a subset of mobile shoppers in the U.S. and has been incorporated into a broad range of products within Amazon.
Amazon says it will review user feedback when considering future innovations, possibly expanding the review highlight features to include additional categories in the coming months. The company says it also hopes to address fake reviews within its community guidelines to help both machine learning and human moderators keep reviews authentic.
A study conducted by Fakespot in 2020 revealed that 30.9% of online customer reviews were deemed fraudulent. The report looked at reviews from online retailers like Amazon, BestBuy.com, eBay, Sephora.com, and Walmart.com, along with two million Shopify e-commerce websites. At the time, the data showed that fake reviews were trending upward and often hit all-time highs during the holiday shopping season, including Black Friday through Cyber Monday.
Currently, Amazon uses machine learning modules to analyze thousands of data points to help detect risk, including sign-in activity, review history, relations to other accounts, and any other unusual behavior. Amazon also uses expert investigators using sophisticated fraud-detection tools to analyze and stop fake reviews on the site.
Amazon began sharing customer reviews on its website in 1995, producing continued updates to the experience over time. In 2019, Amazon created a quick star rating system, allowing users to leave reviews without writing a full-text review.
In 2022, 125 million customers contributed about 1.5 billion reviews and ratings, leaving 45 reviews every second within Amazon stores.
This article first appeared on the site of our sister publication RIS News.
