The retail giant is expanding the utilization of artificial intelligence to enhance the user experience by gathering feedback on items.
Artificial intelligence (AI) in the e-commerce sector has been significantly improving businesses, ranging from the curation of products showcased to consumers, to the arrangement of items in warehouses, streamlining the process for delivery.
In Amazon's latest enhancement, the retailer has implemented a generative AI, similar to ChatGPT, to condense thousands of user reviews into a single paragraph, making it easier to identify key opinions about a product.
This novelty has been tested over the past months and is currently available to a selected group of users on the mobile version of Amazon's website in the United States.
The company asserts that this feature encompasses a wide array of products, including televisions, headphones, tablets, and fitness devices.
According to The Verge, these summaries tend to emphasize the positive aspects of the products, with any negatives often placed at the end of the text.
These summaries are situated at the beginning of the review section under the heading “Customers Say.” Each paragraph includes a note indicating that it was generated by AI.
Amazon emphasizes that these summaries originate solely from verified purchases, a strategy to mitigate false reviews. Moreover, the system includes prominent filters that direct users to the specific reviews mentioned.
Other platforms, like Newegg and the Microsoft Store, have also recently adopted similar features.
However, a question persists among consumers: to what extent can they trust summaries generated by AI designed to boost the sales of those items?
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