Amazon is taking advantage of artificial intelligence (AI) to produce summaries of reviews for some of its products. This feature aims to cater to customers who are short on time and do not want to spend hours scouring through numerous reviews. Mark Wieczorek, the CTO of Fortress Brand, detected one of the summaries and shared it on LinkedIn, which included a statement that reveals the summary is AI-generated. The summary scrutinizes an air purifier and highlights that it has received positive feedback from customers, with compliments for clearing the air and improving its quality. However, some customers have expressed mixed opinions about its efficiency in reducing allergies and asthma. Presently, the AI-generated summaries are only visible on Amazon’s mobile site and are exclusive to certain products.
Although Amazon did not announce this feature publicly, the company indicated that it is “significantly investing in generative AI” across all its businesses. Amazon’s interest in AI was confirmed by the contents of several job ads that it posted last month. The company stated that it is endeavoring to transform its search process and create an “interactive conversational experience that assists customers in finding answers to product inquiries, comparisons, personalized product suggestions, and so much more, to locate the perfect product catering to their needs.” It is quite similar to chatbots such as ChatGPT, which have the ability to communicate in a human-like manner.
Nevertheless, it is not known when Amazon will implement the changes to its search process, but it is apparent that the company is determined to integrate AI throughout its shopping site. Ultimately, customers stand to gain the most from this advancement, as it will steer them to the ideal product, eliminating the hassle and saving time, while increasing the quality of their shopping experience.
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