Amazon Tests Using AI to Summarize Product Reviews

Amazon.com is experimenting with using artificial intelligence (AI) to sum up customer feedback about products on the site, with the potential to cut down on the time shoppers spend sifting through reviews before making a purchase. On the Amazon product page for Apple’s third-generation AirPods, for example, the AI feature now sums up the more than 4,000 user ratings to note that the wireless headphones “have received positive feedback from customers regarding their sound quality and battery life.” But, it adds, “mixed opinions were also expressed about the performance, durability, fit, comfort, and value of the headphones.” The summary features the disclaimer: “AI-generated from the text of customer reviews.”

Total Retail's Take: The growing number of applications of generative AI technology across the retail industry continues. Retailers are finding ways to leverage the technology to improve operations, customer experience, service, supply chain, etc., most frequently with the goal of reducing costs and/or boosting sales. In this case from Amazon, the company is taking a somewhat counter approach by reducing the amount of time shoppers spend on its marketplace. Typically, retailers are seeking to increase visitors' time on site, with the corollary of more time spent on site equating to higher conversion rates. However, Amazon is using generative AI to simplify the purchase decision process for its shoppers, delivering on the promise of convenience.

This appears to be just the latest investment in AI for Amazon, with more innovations planned. Amazon CEO Andy Jassy said in a letter to shareholders in April that the company remains focused on “investing heavily” in the technology “across all of our consumer, seller, brand, and creator experiences.” The company is also reportedly working on adding ChatGPT-like search capabilities for its e-commerce store.