Amazon is revolutionizing the way customers navigate product reviews on its shopping site with the use of generative-AI technology. After months of testing, the feature aims to streamline the shopping experience by summarizing customer reviews, making it easier for shoppers to grasp the overall sentiments and key product features. This breakthrough comes as a response to the long-standing customer need for a quicker way to understand the common themes across reviews. Vaughn Schermerhorn, an Amazon representative, expressed confidence in the technical advancements of generative AI, stating that it will allow customers to determine what others are saying about a product without having to read through countless reviews.
The AI-generated review highlights will appear as short paragraphs on select product pages, providing a snapshot of the product’s features and frequently mentioned customer sentiments. For example, an air purifier review might highlight positive feedback on its ability to clear the air, improve air quality, and stylish appearance, while also mentioning mixed opinions on its effectiveness in reducing allergies and asthma. Currently available to select mobile shoppers in the U.S., this feature also allows customers to easily surface reviews that mention specific product attributes, such as “ease of use.”
With 125 million customers leaving nearly 1.5 billion reviews and ratings in 2022, Amazon is aware of the challenge posed by fake or paid-for reviews. To maintain the integrity of its review system, the company invests significant resources in preventing such content from appearing on its site. The AI-generated review highlights feature relies exclusively on trusted reviews from verified purchases, ensuring that customers can rely on the accuracy and authenticity of the summarized feedback.
Amazon Uses AI Technology to Summarize Product Reviews
Amazon is introducing a new feature on its shopping site that uses generative AI technology to summarize customer product reviews. The goal is to make the shopping experience faster and more efficient for customers who don’t want to spend a lot of time reading through countless reviews.
According to Vaughn Schermerhorn, an Amazon representative, the company wants to make it easier for customers to understand the common themes across reviews. With the advancements in generative AI, Amazon believes it now has the technical means to address this customer need. The new feature will allow shoppers to quickly determine what other customers are saying about a product before diving into detailed reviews.
The AI-generated review highlights will appear as a short paragraph on product pages, highlighting the product features and customer sentiment frequently mentioned in the reviews. For example, an AI-generated review highlight for an air purifier might mention positive feedback about its ability to clear the air and improve air quality, as well as customer appreciation for its stylish appearance. However, it may also mention mixed opinions on its effectiveness in reducing allergies and asthma.
Currently, the AI-generated review highlights are only available to select mobile shoppers in the U.S. This new feature will also make it easier for customers to find reviews that mention specific product attributes. By tapping on a product attribute, such as “ease of use,” customers can surface reviews that specifically mention that attribute.
In 2022, Amazon had 125 million customers who left nearly 1.5 billion reviews and ratings on its site. To maintain the integrity of its review system, Amazon is investing significant resources to prevent fake or paid-for reviews from appearing. The AI-generated review highlights feature will only use trusted reviews from verified purchases.
Overall, Amazon’s use of generative AI technology to summarize product reviews is aimed at enhancing the shopping experience for customers. It provides a quick and efficient way for shoppers to understand the common themes and sentiments expressed in reviews before making a purchasing decision.
Takeaways:
- Amazon is using generative AI technology to summarize customer product reviews on its shopping site.
- The AI-generated review highlights help customers quickly understand the common themes across reviews.
- The feature is currently available to select mobile shoppers in the U.S. and enables customers to surface reviews mentioning specific product attributes.
- Amazon is committed to preventing fake or paid-for reviews from appearing on its site and only uses trusted reviews for the AI-generated highlights.
- The goal is to improve the shopping experience by providing a concise summary of customer sentiments and product features.
