Amazon may soon offer generative AI-summarised product reviews

The ecommerce giant is currently testing a feature in its shopping app that uses AI to summarise reviews left by customers.

Last month, a recent job posting by Amazon included references toward a ChatGPT-like experience in search. (Express image)

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Generative AI has emerged as the most groundbreaking technology of the decade, attracting billions of dollars in investment from various companies seeking a competitive edge. A new report reveals more details about how Amazon is integrating artificial intelligence into its platform to help customers find the right product, following a previous report last month.

The ecommerce giant has begun testing a feature in its shopping app that uses AI to summarise reviews left by customers on products. The feature provides a brief overview of what shoppers liked and disliked about the product, alongside a disclaimer that reminds that the summary is AI-generated.

As an example, the report mentioned a children’s cauldron toy called “Magic Mixies.” The AI-generated summary for the product highlighted that while some of the toy’s customers liked it for its “fun factor, appearance, value, performance, quality, charging, and leakage,” a majority were of the opinion that $100 was too high for the toy. The summary also highlighted issues some customers felt with the product’s charging and quality.

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Reportedly, Amazon confirmed that it’s testing the feature, although it didn’t share specific details about how it works and what AI models are being used.

Products listed on Amazon often have thousands of reviews with varying opinions and sifting through those can be a time-consuming process. AI summarisation can help solve this problem, doing away with the need to go through reviews entirely.

Amazon has employed AI to deliver personalised recommendations and targeted ads for years now, but the recent explosion in generative AI has prompted companies to increase their focus on the technology.