Amazon.com Inc (NASDAQ:AMZN) said it will be leveraging generative artificial intelligence (AI) to improve the customer review experience for shoppers on its e-commerce platform.
The online retailer said its new AI-powered feature will allow users to know what other customers are saying about a product, without having to read through many reviews.
It will provide a short paragraph right on a shopper's selected product detail page that highlights the product features and insights and customer sentiment frequently mentioned across reviews.
If a customer is looking for a product that is easy to use, they can bring forward reviews mentioning “ease of use” by selecting that product attribute under the review highlights, Amazon said as an example.
The new feature is already available to a subset of mobile shoppers in the United States across a range of selected products.
“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,” Amazon said.
The company also addressed its efforts to tackle misleading or paid reviews on its site, including using machine learning models that analyze thousands of data points to detect risks, such as relations to other accounts, sign-in activity, review history, and other indications of unusual behavior, and fraud-detection tools.
“The new AI-generated review highlights use only our trusted review corpus from verified purchases, ensuring that customers can easily understand the community’s opinions at a glance,” the company said.
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