Amazon has introduced a new artificial intelligence (AI) feature that generates summaries of product reviews. Initially available to a subset of mobile shoppers in the U.S., this generative AI tool aims to provide users with a concise recap paragraph that captures common themes from customer feedback. The feature is designed to simplify the process of understanding customer opinions without having to sift through a large number of reviews.
The AI-generated summaries resemble the “Critic’s consensus” and “Audience says” blurbs found on platforms like Rotten Tomatoes. For instance, an example summary shared by Amazon highlighted customer satisfaction with a digital device’s stability, ease of use, and performance. The summary is accompanied by clickable tags representing relevant themes and common words from reviews. Clicking on a tag takes users to full reviews that address the selected theme.
Amazon is implementing this feature with a cautious approach, especially considering its history with fake reviews. The platform asserts that it blocked over 200 million suspected fake reviews in 2022 and employs machine learning models to identify suspicious behavior associated with reviews. Amazon also utilizes human investigators to analyze and prevent fake reviews from appearing on its platform. The new AI-generated review highlights will only draw from verified purchases to ensure accuracy and authenticity.
The introduction of this AI summarization tool aligns with Amazon’s ongoing commitment to leveraging AI across its services. However, its effectiveness in tackling fake reviews and ensuring unbiased summaries will be closely observed. The feature aims to help customers quickly grasp community opinions, while Amazon continues its efforts to maintain the integrity of its product review system.
