ARTS + ENTERTAINMENT

Amazon is trying to make it simpler to sift through thousands of user reviews

Jun 13, 2023, 3:00 PM

Amazon is experimenting with using artificial intelligence to sum up customer feedback about produc...

Amazon is experimenting with using artificial intelligence to sum up customer feedback about products on the site. (AP Photo/Michael Dwyer, File)
Credit: ASSOCIATED PRESS

(AP Photo/Michael Dwyer, File)

CNN — Amazon is experimenting with using artificial intelligence 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.”

“We are significantly investing in generative AI across all of our businesses,” Amazon said in a statement to CNN on Monday, referring to the technology that underpins services such as ChatGPT.

The effort, first reported by CNBC, marks Amazon’s latest attempt to incorporate generative AI into its services and has the potential to help customers quickly determine the pros and cons of various products. But there are limits.

For starters, the AI wording is not always intuitive. In the AirPods review, for example, the blurb says “all customers who mentioned stability had a negative opinion about it.”

As with other generative AI tools, which are trained on vast troves of data online to come up with responses, there are also concerns about tone, accuracy and its potential to “hallucinate” details.

“Given that generative AI is based on probability, mistakes are possible … and summaries may not be an accurate reflection of customer reviews,” said Reece Hayden, a senior analyst at market research firm ABI Research. “The possibility of hallucinations will be a worry for customers and merchants.”

Hayden also questions whether the tool will be able to decipher fraudulent or bot-created reviews. “These reviews will be treated equally and therefore the summary may reflect fake, non-customer reviews,” Hayden said. (Amazon didn’t immediately respond to a request for comment on this possibility.)

Amazon isn’t the only e-commerce company blending generative AI into the shopping experience. Some companies such as Shopify and Instacart are using the technology to help inform customers’ shopping decisions. Meanwhile, eBay recently rolled out an AI tool to help sellers generate product listing descriptions.

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, and it’s rumored to be planning to use generative AI to bring conversational language to a home robot.

Last month, Dave Limp, senior VP of devices and services, told CNN there is great interest in bringing generative AI to virtual assistant Alexa, so users can interact with the technology in a more fluid, natural way.

We want to hear from you.

Have a story idea or tip? Send it to the KSL NewsRadio team here.

Arts + Entertainment

Music and the Spoken word getting new voice...

Adam Small

Iconic voice of ‘Music and the Spoken Word’ to present his final program

Lloyd Newell who has presented "Music and the Spoken Word" for 35 years will be stepping down from his position.

2 days ago

tuesday movie poster next to ksl movie show host steve salles...

Steve Salles

KSL Movie Show review: ‘Tuesday’ is a movie you need to experience for yourself

In this KSL Movie Show review, we explore "Tuesday," which personifies death as a talking macaw.

2 days ago

ksl movie show host steve salles stands next to inside out 2 movie poster...

Steve Salles

KSL Movie Show review: ‘Inside Out 2’ is almost as good as the original

Is the long-anticipated movie "Inside Out 2" as good as the original? KSL Movie Show host Steve Salles says no, but it’s pretty darn close!

2 days ago

Arraignment for driver, Kent Cody Barlow today...

Heather Peterson, Diana Jones

Arraignment for driver accused of killing two boys in Eagle Mountain on Wednesday

The accused, Kent Cody Barlow, was reportedly driving over 100 mph when he crashed into Cedar Valley Stables.

4 days ago

LA Clippers executive board member Jerry West attends a game between the Orlando Magic and the Hous...

Devin Oldroyd

Inspiration behind NBA logo, Jerry West dies at 86

The inspiration for the NBA's logo and famed former basketball player Jerry West has died. West was 86-years-old. 

4 days ago

A rendering of a proposed "sports, entertainment, culture and convention center" surrounding Delta ...

Carter Williams, ksl.com

Delta Center renovations could begin next year. Here’s what some of Smith’s plans look like

Construction to remodel the Delta Center could begin as early as April 2025, Smith Entertainment Group officials said Tuesday.

4 days ago

Sponsored Articles

Underwater shot of the fisherman holding the fish...

Bear Lake Convention and Visitors Bureau

Your Bear Lake fishing guide

Bear Lake offers year-round fishing opportunities. By preparing ahead of time, you might go home with a big catch!

A group of people cut a purple ribbon...

Comcast

Comcast announces major fiber network expansion in Utah

Comcast's commitment to delivering extensive coverage signifies a monumental leap toward a digitally empowered future for Utahns.

a doctor putting her hand on the chest of her patient...

Intermountain Health

Intermountain nurse-midwives launch new gynecology access clinic

An access clinic launched by Intermountain nurse-midwives provides women with comprehensive gynecology care.

Young couple hugging while a realtor in a suit hands them keys in a new home...

Utah Association of Realtors

Buying a home this spring? Avoid these 5 costly pitfalls

By avoiding these pitfalls when buying a home this spring, you can ensure your investment will be long-lasting and secure.

a person dressed up as a nordic viking in a dragon boat resembling the bear lake monster...

Bear Lake Convention and Visitors Bureau

The Legend of the Bear Lake Monster

The Bear Lake monster has captivated people in the region for centuries, with tales that range from the believable to the bizarre.

...

Live Nation Concerts

All the artists coming to Utah First Credit Union Amphitheatre (formerly USANA Amp) this summer

Summer concerts are more than just entertainment; they’re a celebration of life, love, and connection.

Amazon is trying to make it simpler to sift through thousands of user reviews