Amazon improves reviews with AI-generated content
- Amazon introduced generative AI to provide a short paragraph on the product detail page.
- The AI-generated paragraph will highlight the product features and customer sentiment frequently mentioned across written reviews.
- Available to a subset of mobile shoppers in the U.S. across a broad selection of products, the AI-generated review highlights also include key product insights and allow shoppers to surface reviews that mention certain product attributes easily.
Last year, 125 million Amazon shoppers contributed nearly 1.5 billion reviews and ratings to Amazon stores — which amounts to 45 reviews every second. In an effort to make understanding the common themes across reviews, Amazon introduced generative AI to provide a short paragraph on the product detail page. The AI-generated paragraph will highlight the product features and customer sentiment frequently mentioned across written reviews to help consumers determine quicker whether a product is right for them.
Available to a subset of mobile shoppers in the U.S. across a broad selection of products, the AI-generated review highlights also include key product insights and allow shoppers to surface reviews that mention certain product attributes easily. For example, a consumer looking to understand whether a product is easy to use can surface reviews mentioning “ease of use” by tapping on that product attribute under the review highlights.
“We are always testing, learning and fine-tuning our AI models to improve the customer experience and, based on customer feedback, may expand our review highlights feature to additional categories and customers in the coming months,” said Vaughn Schermerhorn, Amazon’s director of community shopping, in a blog.
At a time when retailers are under pressure to improve their return on investment, the online review stands alone in its potential to impact the bottom line. As Retail Leader previously reported, 67% of shoppers see reviews as an important part of evaluating a potential purchase in terms of pricing, features, options and quality, according to a Chatmeter survey.
In turn, Amazon is working to ensure customers continue to see the content and opinions that are authentic. The retailer’s Community Guidelines aim to help machine learning models and human moderators keep the community safe and the reviews relevant, while allowing customers to express themselves and their opinions. The new AI-generated review highlights use Amazon’s trusted review corpus from verified purchases, ensuring that shoppers can easily understand the community’s opinions at a glance.
“We welcome authentic reviews — whether positive or negative — but strictly prohibit fake reviews that intentionally mislead customers by providing information that is not impartial, authentic or intended for that product or service,” Schermerhorn said. “We continue to invest significant resources to proactively stop fake reviews. 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.”