Amazon summarizes product reviews with AI
Amazon is now leveraging artificial intelligence (AI) to make customer reviews more accessible.
The online giant is rolling out a generative AI-based feature that eases the process of searching and reading customer reviews. It provides a short paragraph on the product detail page highlighting the item features and customer sentiment frequently mentioned across written reviews to help customers determine whether they want to make a purchase. (Based on machine learning, generative AI can create new content and ideas, including conversations, stories, images, videos, and music.)
The AI-generated review, which is currently available to a subset of U.S. mobile shoppers across a range of products, also highlights key product insights and allow customers to surface reviews that mention certain product attributes. For example, a customer looking to understand whether a product is easy to use can obtain access to reviews mentioning “ease of use” by tapping on that product attribute under the review highlights. The new AI-generated reviews use highlights from Amazon’s trusted reviews from verified purchases.
[Read more: Amazon’s three-step plan to halt phony reviews]
“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,” said Vaughn Schermerhorn, director, community shopping at Amazon, in a corporate blog post.
Amazon gets smarter
Amazon has already been leveraging advanced AI to support initiatives as varied as counterfeit detection, inventory handling, and tailoring video shopping content. In April 2023, the company launched a new generative AI model called Bedrock.
In July 2023, Amazon, Google, Meta, Microsoft, OpenAI, Anthropic and Inflection pledged to follow a set of voluntary commitments proposed by the Biden administration to ensure what the White House termed the “three principles” guiding the future development of AI: safety, security, and trust.
Newegg streamlines customer reviews with ChatGPT
Global global technology e-commerce retailer Newegg is also summarizing customer reviews through AI. Using ChatGPT, an AI model which interacts with users in a conversational style that mimics human interaction and uses ML to continually refine and improve its responses, Newegg now offers concise summaries of customer reviews on product pages.
Previously, Newegg customers relied on average product ratings to gauge customer sentiment. But leveraging ChatGPT, Newegg analyzes all reviews and uses AI functionality to extract key terms and phrases to generate synopses it calls “Review Bytes.” The Review Bytes highlight product owners’ opinions of their likes and dislikes of each product, without requiring shoppers to read full reviews.
By clicking on each Review Byte, customers can gain access to the full reviews from which the information originated. In addition, a paragraph summary called SummaryAI provides sentences to elaborate on key points from customer reviews.
These features are currently available only on Newegg’s desktop website for products with a minimum number of reviews.