Amazon taps generative AI to enhance product reviews

Once a critical input into purchase decisions, e-commerce ratings and reviews have become hit or miss at best. Amazon has been fighting this battle for years, trying to eliminate fake or misleading reviews. And now the retail giant has announced it is testing a generative AI tool to extract insights and generally make ratings and reviews more valuable to shoppers.

Amazon announced [that] it will begin to leverage generative AI to help customers better understand what customers are saying about a product, without necessarily having to read through dozens of individual reviews. The retailer says it will use the new technology to provide a short paragraph of text right on the product detail page that will highlight the product features and customer sentiment mentioned across the customer reviews.

This blub of text could be used to get an overall sense of the common themes across the reviews more easily, Amazon noted.

In addition to the summary text, Amazon will also highlight key product attributes as clickable buttons. For example, if a customer wanted to know about the product’s “ease of use” or “performance,” they could tap a button to see just those reviews that mention those terms.

Amazon had already offered a similar feature by surfacing frequently used words found in the reviews, which were also available as clickable buttons.

Full story at TechCrunch.