Amazon Improves Product Reviews with Generative AI
The quality of a product placed on the largest online marketplace, Amazon, is eloquently evidenced by the number of stars it receives from buyers. If users of want to understand why a product has received such a rating, they need to study customer reviews, which can number in the thousands. As a result, a person either spends a lot of time reading reports with praise and criticism or, not wanting to do this, makes an insufficiently balanced decision to buy or refuse it. So it was before.
The other day, representatives of Amazon Corporation announced that they are going to increase the comfort of obtaining the most complete information about products and significantly accelerate this process by using generative artificial intelligence like ChatGPT. AI technologies will condense everything stated in numerous reviews into a short paragraph of text that will be on the product information page. It will note the main characteristics of the product and the impressions of buyers.
Amazon reported that the first to evaluate the work of AI will be buyers in the United States of America who visit Amazon from a mobile device. By launching the innovation in testing mode, the corporation will study and refine the artificial intelligence models it uses to increase their effectiveness.
Experts note that the use of AI in e-commerce platforms can bring not only benefits (saving time spent on studying thousands of product reviews) but also harm – for example, provoke a surge in the placement of fake reviews generated by conditional ChatGPT. It will be even more difficult to identify them, since chatbots created based on generative language models are constantly being improved and already write texts that are almost indistinguishable from human ones. In this case, summarizing the reviews would lose all meaning. However, Amazon emphasized that, firstly, they are actively fighting fake reviews, and secondly, they plan to sum up only those reports that have been confirmed by completed purchases.